Recently, I was coaching a client about his sales strategy. He was doing so many things well, yet he wasn’t getting people to actually become clients. He was credible, he had good products, and he was in a business that people needed his services. So what was he missing?

Here’s 3 things he needed to know:

1) DON’T PUSH YOUR PRODUCTS: He was so nervous about making sure he covered all his product line, he came off pushy and salesy. He was not clear about how his products could help his clients. Just because he thought they needed what he was selling, he was not answering the “what’s in it for me” question people have when considering a purchase. They were overwhelmed with the product line, and could not see the forest for the trees, nor differentiate how the products could help them with their issues.

Once I worked with him to outline specific benefits that his customers would receive if they worked with him (less worry about the future, better relationship with their partners, a handle on their finances) then he was able to put into words HOW his products helped his customers, and his sales climbed.

2) KNOW YOUR CLIENTS’ NEEDS: He was not learning what his clients’ problems were, and suggesting a solution to their situation. Again, he was giving them the rundown of his multiple product line but not taking the time to get to know his clients. We created an assessment sheet that asked questions so he could understand his clients’ ultimate goals, along with the barriers or gaps in achieving those goals, which led him to be able to share specifically how he could help them get to where they wanted to be. He became the answer to their prayers!

3) LEAD THE CONVERSATION: He was not in charge of the sales conversation. Yes, he was setting up “coffee dates” as advised by his networking group, but once at that coffee date, he lacked focus and did not take the lead on the conversation. Because he was not in charge or had a plan, the conversation would stray to the person’s family or vacation and insignificant chit-chat. While it is necessary to get to know your clients on a personal basis, you must take control of the sales conversation or you are wasting a huge opportunity. Once we created a system of points that told his clients the “what’s in it for them” highlights, and most importantly, once he mastered “asking for the sale,” he was able to engage the clients in the sales process, and even answer questions that overcame their objections.

With these 3 strategies, don’t be pushy, know your clients’ needs and lead the sales conversation, you’ll find that you connect with your customers in an authentic way that offers them a product or service that can truly make a huge impact in their lives.

I’d love to hear your comments. What do you do to connect with your clients so they understand how what you have to sell can solve their problems?