I'm sure you've done the same training as I have that tells you to focus on the benefits, not the features.

Tell your potential clients about the results they'll get from working with you. Paint a picture of what their life will be like.

Except…

Well, that's not enough.

I can promise you I can see the benefits of winning the lottery really clearly. I can easily visualise how my life might be different with 10s of millions more in the bank. 

But that's not enough to make me go buy a lottery ticket. 

The problem is, I just don't think I'll win. 

I can't see the lottery “working” for me. 

And often it's the same with your clients.

Yes, you have to start by focusing on the benefits they'll get from working with you. Without those there's nothing to motivate them to hire you.

But you also need to understand what's holding them back.

Salespeople call them objections but I think that's the wrong word as it then leads to the abomination of “objection handling”. Trying to talk them out of those objections.

But the things that are holding your clients back from hiring you usually aren't amenable to being dismissed by a few words. Usually, they're genuine, deep-rooted concerns.

How do they know for sure you're the real deal and can do what you claim?

More importantly, even if you've got results working with others, how do they know it will work for them? (I know others have won the lottery, I've seen them on the TV. I just don't think it will happen to me :) )

How do they know they've got the necessary skills, attitude, perseverance, intelligence, EQ, grit or whatever it takes to succeed working with you?

Benefits alone don't get people to hire you. Helping them overcome their concerns does.

Your task for this week: write down the main concerns people have that stop them from hiring you even though they recognise the benefits.

Next week we'll look at the best ways to address those concerns.