There’s an old saying in sales that says: “Everyone wants to buy, yet no one wants to be sold”. This ideology embodies the concept of need-motivated selling that contributes largely to what is called client enrollment.
Client enrollment is nothing more than finding out what your potential clients want, what value it has to them, and what plans they have to achieve it. However, there may be a noticeable gap between their dream and the reality they live with. It’s this gap and its importance to them that will determine whether they will be motivated to move forward and find a solution.
Sounds easy, right?
Questioning and listening skills unlock the door to motivation
Yes, in fact – it is that easy! The hard part for most people is discovering what that person’s wants and motivation actually are. For small business and sales, this is easy to do. The most direct way is to use your questioning & listening skills to help uncover the secret dreams, desires, pains, and problems of your potential clients. Once they are clear about what is important to them and the value it has in their life, they can identify how your product or service will make a difference in their lives and they will be more motivated to pay for it!
The best part about enrolling your client is that you’ll be able to do it over and over again by helping your client with their future needs.
That’s right, if you learn the skill of enrollment and help your clients build their dreams, you will have clients who will work with you for years to come and they will become raving fans who refer other potential clients to you. This, of course, creates a more steady, consistent income.
7 Steps to enrolling a client
- Discover (develop) the need – find out the client’s dream and then clarify it so they have a real understanding of the value it has for them. What motivates them to buy? Help them get emotionally in tune with how it will feel to have the benefits of the product or service your business offers.
- Value the dream – get the client to attach a value to the dream: economical, emotional, or physical.
- Current reality – have the client describe where they are presently at and learn about any plans they have in place. Equally relevant are the plans that they have tried to achieve in the past that may have failed.
- Establish the gap – bring to their awareness the difference between their current reality and what they really want. The bigger the gap (between what they want & what they have already tried to achieve it) the higher the motivation.
- The cost price – sometimes called the take away. Help the client build motivation by attaching emotion to the loss/gain of their dream.
- Value proposition/handle objections – objections are a buying signal and most clients will give at least 4 objections before they buy. Learn what they are and be ready for them in advance.
- Opening a relationship – design an action plan to move them towards their dream. Start with the sales agreement and finish the sales process.
Set up a business relationship right at the start. You can build up a client’s motivation easily in just 7 steps, so use your leadership to help your client move effectively through the process. They will thank you for it!