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 Converting Prospects into Clients >>The Art of Building Trust

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Ahmed Tawfik
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Someone love what he doing
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العمر : 44
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تاريخ التسجيل : 23/04/2011

مُساهمةموضوع: Converting Prospects into Clients >>The Art of Building Trust   الجمعة أغسطس 26, 2011 10:01 am

Converting Prospects into Clients:
The Art of Building Trust



By Mike O’Horo


We’ve heard it many times before over the years. Clients hire
lawyers (not law firms) and they hire lawyers they know, like and trust.
Becoming known is fairly easy. Being liked is not that difficult for
most lawyers. Building trust is the hard part. It takes time —-
non-billable time in most cases —- to build trust with prospective
clients. Eight to eleven impressions, they say.


Unfortunately, most lawyers try to “close the deal” before trust is established or they give up too early in the sales process. Patience and follow though are required.


This month’s Marketing Tip is written by Mike O’Horo, one of the
country’s leading sales trainers for lawyers. Here, he provides a few
“dos” and “don’ts” on proven ways to enhance relationships and build
trust with a hot prospect.


DON’T
Make a pitch under any circumstances. There is no market for pitches.
They end conversation and access. (Besides, what could you possibly say
about your legal services that hasn’t already been said by countless
other lawyers, ad nauseam?)


DO
Be prepared with knowledge of two or three meaningful business issues
that affect companies like this one, in this industry. Ask your
prospect how the issue affects his company’s strategy, operations and
finances, and how it affects him personally.


DON’T
Jump at the first opportunity to say some form of, “Oh, we can do that; we’re really good at that.”


DO
Help your prospect think through the business challenge, look at things
in a fresh way, recognize nuances or other aspects of the issue.


DON’T
Act like you’re in a “one-call-close” business, i.e., “Well, we’re here, we’re really skilled. So, you should hire us.”


DO
Make the meeting itself valuable. Knowing how good you are at what you
do is only marginally valuable. Initiate a sustainable business
conversation that motivates the prospect to remain in frequent contact
with you. (Can you imagine a “here’s-more-about-us” approach achieving
this standard?)


DON’T
Claim future value, or talk about how valuable you’ll be once the prospect becomes a client and starts writing checks.


DO
Be valuable now. Demonstrate what it will be like to work with you by
eliciting understanding of the buyer’s problem, the desired outcome, and
the perceived barriers to getting there. Then, offer valuable advice
(you know, as if he were already paying you).


DON’T
End the meeting without agreement about what happens next, or hoping that the next contact occurs magically.


DO
Ask, “What do you see as sensible next steps?”


DON’T
End any meeting, phone call or other contact without asking, “When does it make sense for us to reconnect?”


DO
Put a tickler in your calendar and make sure to call then.


DON’T
When you call on the agreed date, use the words “follow up,” e.g., “I’m calling to follow up on our conversations of [date].”


DO
When you call on the agreed date, say “When we spoke about [issue] on
[date] you suggested that we revisit it today at this time. Is this
still a good time to pick it up again?” You can’t force someone to pay
attention. If they’re not ready to discuss it, reschedule at a time
when they are.


DON’T
Mail firm brochures, practice descriptions or other gratuitous crap
after a meeting or telephone conversation. What is that supposed to
accomplish? If you’ve done everything above, you already have a
specific topic under discussion, a future agenda, and a mechanism for
continuity of contact. Why trade down to generalized paper?


DO
Send or forward industry-specific items that reasonably might be useful
to the recipient, and that reinforce the position you’re developing as
someone informed about and invested in this prospect’s success.


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http://qnet.mountada.biz
hesham
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العمر : 34
عدد المساهمات : 20
تاريخ التسجيل : 26/06/2011

مُساهمةموضوع: رد: Converting Prospects into Clients >>The Art of Building Trust   الأحد ديسمبر 11, 2011 1:23 pm

very good learning DO / DON’T
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Converting Prospects into Clients >>The Art of Building Trust
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