Ask the Business Coach Joyce K. Reynolds is an expert Business Coach who works with CEOs, Sr. Execs, entrepreneurs and countless others providing knowledge, solutions, motivation and support that assist her clientele in successfully meeting workplace challenges. Find out more about Joyce's coaching practice. Converting Prospects into Sales Question: I recently started a web design company. I have tons of meaningful contact with potential customers, but have a problem converting the prospects into customers. Can you help me figure out what's standing in the way of sales? Joy L. Answer: As you've discovered, sales do not necessarily result from knowing a lot of people or even having 'meaningful contacts.' However, either can provide all-important access which is the first, most valuable step towards achieving your sales goals. You will, of course, want to learn how to best use this advantage. Never assume that simply because you know people they will do business with you. In fact, I recommend to anyone starting a new business that they determine the true worth of their network, qualifying their contacts by asking if they would seriously consider doing work with or referring others to the new business. It might be disappointing to know how few people will make that commitment but, at least, it will provide an accurate start-up picture. As you get ready to make your sales calls, keep in mind that you are asking people for valuable time to present your work. Your calls must be direct and succinct with a clear purpose such as seeking an appointment to make a presentation. Even if you know the person well that you are calling on remember to stay businesslike. Do not assume that friendship will result in a sale. Before making a sales call, do your homework. Know as much as possible about the business you are approaching so you can customize your approach. Be able to identify a potential area of interest that you can address with your work or a possible problem you can overcome, a competitive edge your work will provide. Once you get there - ask good, pointed questions and listen carefully to the responses so you can continue to identify where you have a good business match. If you find yourself doing a lot of proposals and not closing enough sales, it may be the result of not making things clear in the sales call. Asking for a proposal is often a stalling technique that allows people to appear interested even if they're not. They may be trying to let you down easy (especially if they know you) or they may simply not know how to professionally decline your offer. In either case, you can wind up expending valuable time and effort for nothing. Make it a practice to get clear that the person you are calling on is serious about doing the work you're suggesting and has the authority to authorize it before you offer or agree to a developing a proposal. It is very important that you make your sales calls with the proper attitude. One of my colleagues uses an interesting term - 'network without need.' Building relationships is the key to success in business. 'Needing' the business puts undue pressure on you and your prospects. So, approach your business calls with a genuine desire to be of service. If you find yourself fearful - either needing the business too much or simply being uncomfortable with the sales call process - take a break and call an understanding colleague or friend instead. Once you've gotten your thoughts back on track, proceed with the business of getting business. Ultimately, Joy, your contacts will begin to listen to you, take you seriously, and, ultimately, hire you once they know you can meet their specific needs. Be prepared to demonstrate how truly effective and valuable your services are and then share that with confidence. Be human and real with everyone. Don't perform or act. Summarize the benefits you've uncovered in the question/answer phase and repeat how you can solve any problems that have been articulated. Once you've helped determine your prospective client's specific needs and how you can meet them, the closing process will be as simple as asking for the business. In the end, that's what will close the sale. Asking for it! Also see: • Ask Joyce your workplace questions • More questions • One-on-one business coaching Disclaimer: The information in this column is intended to provide the reader with general ideas or concepts to be used as part of a broader base of knowledge they collect to determine their own best course of action and solutions most suitable for solving their workplace challenges. The information in this column is not guaranteed to be the appropriate solution for each individual.