From interest to sale: how to convince your customer

Are your clients mainly businesses and organisations? Then read From conversation to assignment: this is how to convince your client.

Persuading your customer online

In a spontaneous conversation with a potential client, you do not know in advance with whom you will be speaking. However, you can prepare yourself online for how you will come across:

• Create a clear website, have an updated social media profile, and reviews from previous customers.
• Make sure visitors to your website or social media profile can see what you stand for and what a client can expect from you. "I help ... (target audience) with ... (solving a problem) so that ... (result)." For example, "I help older people design and maintain their gardens so they can enjoy a beautiful outdoor space without effort."
• Share knowledge and tips that are valuable to your customers, for example:
  • A plant store shares a video on Instagram, "3 simple steps to repot your plants."
  • An online clothing shop offers a free size chart or styling advice on the homepage.
  • A building contractor posts an infographic on their site around a common question, "What does a small renovation cost on average?"
• Think about how you want to appear and use your house style consistently. For example, is your brand colourful, businesslike, friendly, environmentally conscious?

Prepare for an appointment

Do you have an appointment with a potential client? Congratulations! You have already taken the first step. Gaining trust starts with good preparation before you talk. You will come across as more serious and your conversation will be stronger if you have researched your client beforehand.

• Create a powerful story of who you are, what you stand for, and what you can do for your client.
• Research the client’s wants and needs. To prepare, ask them if they already have certain wishes. For example, have them share certain styles or preferences with you in advance.
• As a photographer, you can ask what images they find appealing and how they would like to show themselves. For example, corporate or informal.
• As a furniture maker or interior stylist, you can ask clients to create a mood board in advance. Make this as easy as possible, for example with a downloadable mood board on your website.
• Prepare at least 3 questions that will help clarify what your customer is looking for. For example:
  • "What is your biggest challenge right now that you are looking for help with?"
  • "What would you like to achieve and why is that important to you?"
  • "What have you tried so far and what worked or did not work?"

Listen more than you talk

During a conversation, sincere interest works better than a pushy sales pitch.

• Keep asking for details of what exactly your customer's problem, need, or goal is. What is costing them a lot of time or causing frustration or uncertainty? What is their ideal situation? What have they tried so far and what are they still missing?
• During the conversation, regularly summarise what your client has said and ask further questions. As a coach, for example, "Do I understand correctly that you especially need more structure in your day, so that you feel that things are less chaotic?" or "What does this mean to you?"
• Ask what else is on your client's mind. For example, are there other issues that are more important at the moment? Ask how you can help with that but do not insist. A first conversation is often not directly about selling but about building a relationship.
• Be honest about what you can and cannot offer. Consider whether you are suitable and also if you are interested in the assignment. If necessary, refer your client to someone in your network if you know that person is a better fit for the assignment. This creates trust and may lead to a future assignment that is a good fit.
• Use a visual aid, such as an outline, example, or step-by-step guide. Share examples or experiences from previous assignments.
• Clear examples always work better than just an explanation of what you do. Or ask your client what they like best to get a clear idea of what you can offer them.
• People do not just buy your service or product. Your personal story can also help you win over a potential customer. For example, as a photographer, you can say on your website,
• "I started photographing when I became a mother myself. Now I help other families capture those small, precious moments."
• Name what sets you apart from your competitors. "I'm not a standard retailer who just sells products. I am a thinking partner for you on how to decorate your home in a way that suits you."

How to ensure a follow-up step?

Aftercare is just as important as the conversation itself. That is where the difference between a good conversation and a real assignment often lies.

• Send a personal message or email with a thank you, a summary of the conversation, and the next step. Do this within a few days.
• Give or send something of value, such as a tip, advice, white paper, or discount code.
• Suggest a clear next step, for example, "Shall I make a proposal?" or "Shall we call next week?"
• Do not just make a price quotation but ask carefully about the components your customer would like to see reflected. More tips for making a winning quotation.

Checklist for your next client meeting

Checklist:

• Create a strong business website.
• Update your social media profile.
• Research your customer.
• Think of 3 strong questions to get to the heart of what your customer wants.
• Collect reviews or examples of previous assignments in advance.
• Above all, listen, and do not immediately start your own sales pitch.
• Send a personal message with a next step after your meeting.
• Make a price quotation only if your customer is seriously interested in what you have to offer.