Here is a simple framework you can use when you have a new client, customer, or prospect.

You can use it to help them solve their core problem. It allows you to connect with new clients. In the end, you get to understand what they’re looking for.

When you use this framework, you don’t have to convince or force anyone to buy from you. You don’t have to pitch or use hard sales tactics. If you work together, it will be a natural and comfortable process. As it should be.

These steps also prevent things like scope creep. You’ll have a clearer and easier system to set your prices. In fact, if you’ve been struggling to raise your prices, this is going to help you make more money.

There is only one secret you have to know. When a client contacts you for the first time, your main goal is to hear them speak. Let them talk. You listen. If you can do that, you can attract and keep amazing clients and customers.

To be clear:

  • DON’T try to impress them!
  • DON’T focus on all the projects you have done in the past!
  • DON’T spend all your energy on trying to convince them to hire you!

Let’s take a look at how my process works. I’m going to assume that you’re talking to the client on phone/Skype or in person.

Before the call…

Have a pen and paper ready. Don’t use the keyboard. It makes people feel you’re not paying full attention. Plus, the sound is distracting and annoying.

Turn off your phone and anything else that could distract you.

Phase 1 – Get comfortable.

You want your client to be comfortable. If you feel they’re tense, talk about a neutral topic like the weather for half a minute or so. The main point is to make them feel welcome.

But, the most important thing is that you relax. Make sure you get as comfortable as you can before the call. The calmer you are, the easier it will be for your client to trust you.

Thank them for coming on the call. Tell your client you’re here to see how best you can help them. Keep it simple.

Phase 2 – Find out the basics.

Let your client tell you the gist of how their business is set up. You need this because you want to see if your solution fits. You also need this info to help solve their problem. Make a note ( on paper ) of anything that jumps at you. If you have questions, leave them for after the client is done speaking.

Phase 3 – Discover the problem.

At this point, ask them to tell you what the main problem is. Let them go into as much detail as they can. Again, listen. Keep your questions until later. Write them down in your notes, though.

Phase 4 – Discover the pain.

You want to know how the problem is affecting them. Is it wasting time? Burning money? Disappointing employees or family? They’d have already told you a bit by now. But ask them to explain further. Listen out for anything that catches your attention.

Write down the key points as you listen.

Phase 5 – Discover the result.

Ask them: “In a perfect world, what would your situation look like.” That’s how you find out what they’re after. As you listen, you’ll learn what their expectations are. You’ll also get to understand more about the frustration the problem is causing. After this stage, you’re almost ready to present your offer.

Phase 6 – Confirm your understanding.

This is where the magic happens. You’re going to repeat to the client the gist of what they told you. If you listened , you’ll remember the most important points. Feel free to refer to your notes.

People rarely meet someone who listens. So, by showing your client you heard them, you make your clients feel understood. Don’t worry if you get something wrong. Your client will be happy to correct you. Just make sure to confirm you’ve got it right. Then, you’re ready for the next phase…

Phase 7 – Present your offer.

Instead of “pitching” you now have something much more effective. You know exactly what your new client wants. And you know exactly how your solution fits their problem. Just because you listened they may want to jump on board before you share all the details!

It’s important to set the right expectations. If you realize you can’t provide some of the results, make it clear upfront. Walk away if the client expects more than you can give.

So that’s my framework for speaking with new clients. You don’t have to convince anyone of anything. Your offer is either right or it’s not. The control rests in your hands. The best part is, with each conversation you get to know your market better. And that’s a good thing!