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Initially, my routine involved meeting potential clients over coffee, where I managed to convert one in four pitches into new business. My statistics indicated a conversion rate of approximately 27.59% from initial conversations to actual signed contracts.
Then, a significant shift occurred: I experienced nearly two months without any new sales. It became clear to me that I had succumbed to what I term “Commission Breath,” a detrimental mindset focused primarily on closing sales rather than genuinely helping clients. This shift rendered my approach detectable and off-putting to prospective clients. Consequently, I introduced what I refer to as the “Four Walking-In Commitments,” which promptly dispelled my “Commission Breath” dilemma.
My background did not include formal sales training, nor was I particularly passionate about sales; my preference was to dedicate my efforts to serving existing clients. However, I quickly recognized the necessity of engaging in client outreach to secure new business, which led to my habitual coffee meetings.
For more insights on client engagement, refer to: Tips for Acing Your Next Client Meeting.
Right from the start, I discovered a remedy for the inefficacy often associated with cold calls through these “Buying Conversations,” rooted in the principle of prioritizing service over sales. Through this mindset shift, I transformed what had initially been “Selling Conversations” into meaningful “Buying Conversations,” where clients sought me out rather than the reverse.
Throughout my career, I have adhered to three fundamental principles of business development, which eventually inspired the concept of “Walking-In Commitments.”
The Principles of Effective Client Engagement
1. Meet clients where they are, rather than trying to manipulate their perspective.
2. Prioritize understanding over being understood.
3. Serve clients’ best interests first, rather than focusing solely on making sales.
In meeting potential clients where they currently are—emotionally or cognitively—we build trust. This contrasts sharply with conventional sales tactics that often nudge clients to adopt the salesperson’s perspective. Understanding clients starts with acute listening, which fosters an environment where they feel heard and valued. This, in turn, increases their receptivity to your insights. Moreover, prioritizing clients’ long-term needs above immediate sales opportunities reflects a commitment to their well-being, nurturing a relationship that will serve both parties effectively. As Zig Ziglar aptly noted, fulfilling customer needs brings about success for the seller as well.
The Framework of “Walking-In Commitments”
Over the years, I formalized four intentions known as “Walking-In Commitments,” which I repeat mentally before each client meeting to reinforce my focus:
- I intend to serve this person rather than sell.
- I will refrain from discussing my business unless prompted.
- I aim to derive financial benefit from this meeting.
- I will extend an offer.
At first glance, these commitments might seem contradictory. However, when examined closely, they reveal a cohesive approach.
1. My primary goal is to serve, not to sell. Clients inherently resist being sold to; they seek solutions tailored to their needs, which may sometimes involve directing them toward other providers. My commitment lies in prioritizing their best interests alongside my own.
2. Adopting a policy of not discussing my business unless solicited can initially appear daunting. However, based on years of experience, I’ve found that this strategy significantly increases client interest and engagement. If, during a one-on-one meeting, no inquiry about my business arises, it’s worth reflecting on whether this is a mutually beneficial relationship.
3. My intention is to make money from this meeting. While it may seem challenging to align this objective with my service-first mentality, I differentiate between making money in the meeting and deriving profits from it over time.
For example, I once met with a business owner who urgently needed a babysitter for a special event. While this was unrelated to my services, I mobilized my resources to find her a sitter, which took very little time and underscored my intention to be valuable, even if it didn’t directly pertain to the services I offered. Ultimately, I did make a fitting business proposal later on that capitalized on our established rapport.
4. Rather than focusing on immediate sales, I prioritize offering what clients truly need. In the babysitting case, I pivoted from traditional selling to simply providing a solution that benefited her directly. Months later, I was contacted by her sister, who found herself in need of my services and established a fruitful working relationship with me. This exemplifies how prioritizing service fosters ongoing opportunities.
The “Walking-In Commitments” set my approach apart from traditional sales tactics that often emphasize transactions over relationships. I firmly believe that a focus on nurturing connections yields far superior long-term results. While it would be ideal for every encounter to lead directly to new business, by directing clients to the resources they need—even when those resources lie outside my offerings—I position myself for future opportunities.
If these “Walking-In Commitments,” as practiced by countless business owners, are incorporated into your approach, they can profoundly influence your interactions and ensure you leave “Commission Breath” behind.
Source
www.entrepreneur.com