1. Find Out What They Want.
Use a survey to ask them questions which will help you narrow down what services you may provide them with, when, and how often. The goal is to satisfy what they want to accomplish by discovering what’s keeping them from getting there. Use their answers to craft a personalized service offering that is unique to them.
2. Create a Client Loyalty Program.
People want to be rewarded for hiring (or shopping from) you. Offer them a rewards card or send them random gifts to show them how much you value their business.
3. Personalize Your Communications.
People tend to get lost in technology these days, so bring things back to the good ole days with a handwritten thank you card. You can also up your impact by sending random gifts and company swag.
4. Learn About Their Ongoing Needs.
If your clients/customers will be shopping or using your services more frequently, consider offering them a discount for frequency and throw in a occasional freebie – this is an excellent, low-cost opportunity for you to improve the “lifetime value of a client.”
5. Build Rapport By Getting to Know Your Clients Upfront and Stay Informed.
Let your prospects do most of the talking during your initial consult. Use sifting questions to discover their problems/goals so you can curate a personalized solution. Stay informed of their changes by being their friend and trusted advisor.
6. Find Common Interests.
What are your hobbies? Finding prospects while participating in common interest activities is a sure fire way to build bonds faster and get to the Know-Like-Trust stage that is a prerequisite of doing business. Take note of your favorite sports, music, restaurants, recreational spaces, faith and so forth, then brainstorm activities around those interests. Scan your community events postings to schedule which events plan on attending. When you and your prospects have the same tastes, your connection will happen naturally.
7. Start With Humor.
The best way to get your prospects to let down their guards is to inject a little humor in your introductions. Laughter is a positive emotion and helps move a person from “skeptical” to “know-like-trust” faster than normal pleasantries. Humor makes us more likable to others. Use funny stories or clean jokes that are related to what you do or sell, but don’t overdo it. (Don’t be a Bozo!) 🤡
8. Let Them Do The Talking.
We all know it’s hard to be in the backseat of a conversation, but resist the urge to yap and only speak when asking clarifying or prompting questions. It’s okay to paraphrase what they said occasionally to show them that you’re actively listening. When you can get your prospects to “trip” on the idea of using your products or services as the solution to their problem or desire, you will have mastered the art of subtle persuasion, while earning their trust in the process. People don’t like to be sold to, but they do like buying things that improves their quality of life (whether it be to resolve a pain point or to elevate their pleasure and happiness.)
9. Discover Their Values.
How does your product or service align with their values? Are you a good fit for them? Prospects are more apt to buy what they are looking for from a provider who aligns with their internal value system.
10. Begin With Giving.
According to the Law of Reciprocity, the recipient of a gift will naturally want to reciprocate your kind gesture by doing something favorable for you in return (such as hiring you or buying from you). You can open the reciprocity loop by giving a free initial consultation (but I’m afraid that’s been overused) or boosting an initial consult by throwing in a high-value bonus offering if they engage you at the close of your session. Retailers use loss leaders to allure shoppers into their stores, then up the sticker prices of commonly purchased goods that are prominently displayed at the front row, making it easy for shoppers to pick up along the way.
Pro Tip: Making an irresistible offer improves your close ratio!
In closing, making your products and services personalized vs. standardized is something your clients and customers want and expect in the 2021. It’s time to give your clients a “yes day” to a more personalized client experience.
A special thank you to the following content creators (in order of appearance) for their photos from Pexels: Andrea Piacquadio, Brigitte Tohm, GiftPundits.com, Marko Klaric, Edmond Dantès, JEShoots.com, Anna Shvets, Juan Vargas, Eva Elijas, and Gabby K.
John W. Tanner, J.D., M.S. 