Looking to turn prospects into clients? (Who isnt!) Guest columnist Brandie Hinen breaks down how to achieve prospecting success in seven, no-nonsense steps.

Step 1: Understand your target market

• Research what motivates them.
• Interview 10-15 individuals in your target market.
• Practice explaining specific benefits that you offer that provide solutions to their top challenges.
• Never talk about vague concepts – they have no selling power.

Step 2: Confidence counts

• In everything you do and say, show that you believe in what you are doing and value your time. They will perceive your value, too.

Step 3: Connect

• Talking to prospects is not a performance. Don’t perform. Connect! Good conversation helps build mutual trust and understanding and develops a relationship.

Step 4: Use appreciative inquiry

• Once you’ve introduced yourself, ask your prospect meaningful, open-ended questions.
• Respond briefly with appreciation for them, validate their feelings and endorse their ideas.
• If you ask how their current carrier is working for them, the challenges will naturally arise.
• Remember that they are able to solve their own problems. Resist the natural temptation to make suggestions unless they ask you directly. Listen and respond with understanding. Let them talk and be curious.
• When it’s your time to talk, be brief and enthusiastic about your services. Weave in a short success story or two about how you did something that related to the challenges your prospect has just told you about.

Step 5: Invite the next step

• A clear moment may open up in the conversation to enroll the prospect as a client. Invite them for a consultation or an analysis of their current policies. Be ready to set an appointment, and ask for their e-mail and phone numbers so that you can follow up.

Step 6: Follow-through

• If you do everything up to this point and then drop the ball it will cost you the time and effort you put into this potential client. Always follow up within 24 hours or the lead may go cold.

Step 7: Detach from the outcome

• Let go of any worries about engaging further with them after the conversation. If you get attached or needy your prospect will feel it. Focus on enjoying them, valuing yourself and not getting too serious.

Talking to prospects may be one of the most difficult aspects of getting clients at first, but practice and the right mindset will ease the way. If you can master these steps, you will be unstoppable!

About the Author
Brandie Hinen is president of P.A.C.E., Inc. & Maestro!, a company that specializes in professional coaching and business training to help firms move from DISCUSSION to ACTION! She can be reached at [email protected].

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