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ACTION PLAN MARKETING

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November 27, 2006

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Karl McCracken

Hi Robert -
Great post - especially the examples of what to / what not to say. It seems to come down to being assertive about what you want (the sale . . .) and what the client wants (the problem to go away).

Put the two together, and present it as a confident, obvious next step, and you get the results.

Of course, as you point out in the InfoGuru Manual, it's important not to get bounced too early into what the price is - especially before working out what the result will mean for the client!

What I do at the 'close' point is a summary:

'So your situation / the problem is X, which I think is definitely something we can help with. It'll take roughly Y TIME, at a total cost to you of approximately £ZZZ. The first step would be to ABC - when would be a good time for this?'

The important thing is to keep the summary of the problem concise, but with a level of detail that reflects the client's expectations & norms.

Karl.

p.s. no posting this week? More Clients is my Tuesday morning alarm clock - surely you're not taking some time off!?

Carol Chanel

Hi Robert - great ezines on selling. I've been passing them along to my clients. I would like to share a few things I do when I'm closing. I'm a certified life coach now and prior to that I was a professional sales person and sales trainer. That gives me an advantage of being comfortable in this process.

I'm always looking for whether or not the prospective client is someone I want to work with and whether or not their issues will be best addressed by my style and speciality. From that place of integrity and honesty with myself I'm able to determine whether or not there is a connection with this person and if there is a good fit. If there is, and I've determined that I can be of value to them, then I ask them questions like what days would work for them, what time of day would work for them. If I have time slots available for them then I tell them that and ask them if they would like to get started working on (whatever) next week. If they say they want to interview other coaches, I encourage them to do that. And keep the door open for them. I always write them a thank you note. And 95% of the time, they come back to work with me.

I teach my clients that sellling is really a learning about another human being process. It's the salesperson's responsibility to listen and to determine what the person really wants and if you have what they want, then it is your responsibility to help them have it. You need to ask them a question that has them take some action -- signing up, filling out a questionnaire, signing a contract, making their first appointment. Something that moves them forward toward their goals.

Robert - I couldn't be where I am in my business without you. My website, my ezine, my interviews, my success are in large part due to my work with you. Keep up the good work!!! We need you!
Joyfully, Carol

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