Have you ever signed up for someone’s free strategy session with the intention of getting value, seeing if there’s a connection, and potentially buying their service? I am sure you have. I know I have. 

One time I had the worst experience being the prospect on a strategy session call, also known as a client enrollment call. I wanted to write a rant post and tag the company involved.

I had been looking forward to the call. I had very carefully and completely filled out their form in advance so we could have a constructive conversation about my business issue I was hoping the company could fix. I even had mentally filed away how much I was willing to pay for that help.

They didn’t bother to read the form or ask me any questions. They didn’t try to build rapport. They just jumped in and told me how great they were and what they had done for other people. And then they tried to pressure me to buy their service. 

Needless to say, we didn’t end up moving forward together.

But this got me thinking about the client enrollment process in general, and how I have gotten to a point where I actually ENJOY my calls with prospective clients. Prospects tell me they got a lot of value from our conversation because I listen and try to be helpful, whether we decide we’re a fit to work together or not.

Selling can feel uncomfortable

Most entrepreneurs struggle with sales conversations. They don’t want to be pushy or slimy. They get tongue-tied telling prospects what they do. They don’t like bragging and calling out their successes.

In short, many entrepreneurs dread the exact conversations they need to build their businesses.

Enrolling clients is a core process for your business

If you’re not in the groove of continually having conversations and enrolling clients, your business will struggle. After a year or two in my business, I started telling myself that I am actually in the client enrollment business, and what I do for clients is almost secondary.

That sounds strange, but my process is proven and my success rate is high. If I get professionals to commit to working with me, I am confident I can get them good results.

So, my focus has become getting the right clients to sign up.

Having easier and more fun sales conversations

In the beginning, I knew I needed to figure out a way to make these conversations fun or I would find reasons not to do the calls. Now, I actually look forward to them and enjoy the conversations.

Here are some strategies I use:

Have the right mindset. I go into the conversation with the mindset of being of service and being an advisor. I don’t know if I can help someone or not until I have a conversation with them and get to know them better.

Be helpful. Whether or not a prospect is a good client for me, they will get my best advice. If I am not a fit for them, I will try to recommend an online resource, or refer them to another professional in my network.

Stay interested but not attached. Be your best self and be helpful, but recognize people will make their own decisions and you can’t control that. Don’t be attached to the outcome. Their decision may not have anything to do with you or your service.

Follow a structure. It’s easy to get off track or off topic during sales calls. It helps to have a structure for what you want to cover on your call. I have seen many “systems” but the common elements are:

  • Beginning with questions about the prospect’s current situation (uncovering their pain)
  • Helping them imagine what life would be like if they achieved their goals
  • Demonstrating how you and your knowledge can help them get where they want to go
  • Painting a picture of what it would be like if they stayed where they are
  • Addressing any outstanding questions or limiting beliefs
  • Supporting them in making a decision to move forward – or not

I get thank-you notes from people I have spoken with and follow-up emails when they implement something I suggested. Imagine being thanked for a sales call!

Customize this for your business and your ideal clients and start having fun with your sales calls. 

Photo by Paige Cody on Unsplash