The past few weeks, we’ve gone deep into everything you need to know to master your sales calls. From learning how to convert cold leads to exuding serious self-confidence, I’ve shared a lot of insider tips from my years of experience as an entrepreneur who LOVES sales. I genuinely hope that by now you’ve had the chance to peruse the posts and take away at least a few key actions steps you can start implementing today.

But as trailblazing entrepreneurs who are juggling a million tasks, I also know how easy it is to bookmark an informative article for later…and then never make the time to go back to it. So today, I want to conclude my series on sales calls that work with my number ONE secret to sales conversations that get a YES 99.9% of the time.

If you only learn one thing from this series, make it this:

Effective—and profitable—sales calls are NOT about you or your offerings.

If you can internalize this single fact, I absolutely guarantee that you will see the number of sales you close dramatically increase. Now, let’s dive into the WHY behind how this works.

Focus On Transformation

So if sales calls aren’t about you or your offerings, then what are they about?

The deepest NEEDS and WANTS of the potential client.

Your prospects want to know what’s in it for them. They don’t care about all of the bells and whistles of your product or the nifty new features of your app. What they DO care about is getting from their current pain-point to pleasure island. The key is to dig into these pain-points and then demonstrate how your product or service is the BRIDGE that will take them to where they want to be.

Let’s look at an example:

By now everyone in my tribe knows that I suffer from serious wanderlust. I’m always planning my next new adventure, and I love few things more than setting out to explore the unknown. As an avid traveler, I regularly receive emails to try out the newest and latest travel apps. But nine times out of ten I delete the email and forget all about it. Why? Because whoever is marketing this new app doesn’t succeed in explaining how it will SOLVE my pains as a traveler. Instead, all they do is rattle off the newest features of their app.

An exclusive packing checklist
A way to share advice with fellow travelers
Works on any device

NONE of these features actually paint a picture of what is possible for me if I download this new app on my already overcrowded device. Don’t leave it to prospects to understand the benefits of the features you are offering. You must break it down for them.

How can you use your technique or your program to help prospects break through their problems and obstacles? Whether it’s financial advice, coaching, copywriting or anything else, show them what you see is possible for them. Shine a light on the results and benefits that are only feasible with your unique services and offerings.

A lot of this comes down to understanding the difference between benefits and features. This article breaks down both terms clearly if you’re new to this crucial copywriting technique.

Show Clients What They Want

Most of us are confused about what it is we want. We might clearly understand what pains us, but we don’t necessarily know how to eliminate those pain points—or even what our life might look like if we did. Luckily, because you are an expert at what it is you do, you understand your potential clients’ problems, struggles, and obstacles more clearly than they do.

And that’s exactly what we want. Because then we can help potential customers discover whatever it is that is getting in their way of success—and create a clear vision of what it is they want instead.

We can use our unique brilliance to find the “Ah-Ha” moment that will take the lead from where they are now to where they want to be.

Every client is different, as is each person’s wants, needs and desires. To be sure you resonate with the customer’s needs, LISTEN carefully to them during the first part of your sales call. Take notes, then if at all possible, repeat exactly what it is the prospect told you. This ensures that the client not only feels valued and understood from the beginning, but that you are giving them exactly what it is that they are asking for.

If you want to grow your empire and impact more lives, then you’ve got to get comfortable with sales calls. And most importantly, you’ve got to get good at speaking the language of the prospect.

If you can demonstrate results pointed to a customer’s particular needs, YOU WILL CLOSE SALES every time. 

This is my proven secret to sales calls that get a YES 99.9% of the time. But I want to know:

Do you have a secret weapon that ensures your sales calls are optimized for success? If so, I’d love to hear it in the comments below!

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