Note: This is the final segment in my 4-step system and to optimize your results, it’s essential that you follow the steps in sequence.  I want you to understand that you can do this.  When you follow my 4-step system, you make it super easy for your prospect to say yes.  Actually, this final step is the simplest, shortest and easiest of the 4-steps. Why? Because in Step 2 you discovered what your prospect truly wants and that’s what you’re offering.  How cool is that?

Quick recap:
Step 1: Connecting – it’s all about them
Step 2: Discovering – what they want, need, seek or desire
Step 3: Presenting – the magic of transition questions

And now …

Step 4 Closing

This is where you share the details of your program/service such as start date, duration and the price. You then process their payment information.   Remember, if you’ve followed the previous steps, they already know the solution you’re offering is what they want.  Now it’s merely time to collect payment.  If you’re having the conversation via phone or Zoom, enter their credit card info using your merchant account. If you’re meeting in person, optional services would be Square or Stripe.

A note of caution – beware of giving too much information.  After you’ve shared the essentials, you might ask if there’s any other details they’d like to have – ask the question rather than inundating them with unwanted details.

Features and Benefits

What’s the difference between features and benefits? Features are aspects of your product, program or service that could be technical or descriptive.  Benefits are ‘why’ the feature matters to your prospective client. In other words, how the feature solves their problem, makes their life better, gives them the results they want. Features tell your clients what, benefits tell them why.

As in the previous three steps in this System, your focus is on the prospect – what they’ve told you they need/want/desire.  Here’s a powerful way to use this; with each feature you share, immediately follow with the benefit they’ve shared with you.

For example, let’s say you’re offering a group coaching program:

Your prospect may have shared with you that they invested in other group programs and were overwhelmed with the amount of information and work.

A feature of your program is that it’s a 5-week course. The benefit is each module is specifically created in small, easy to consume segments.

Another feature is a weekly group coaching call to (benefit) ensure your client receives hands on guidance, support and accountability to keep them on track, focused and maintaining momentum.

The most important thing to remember when it comes to the features and benefits of your experience product is that it’s not about what you do, it’s about what they get.

There’s one other topic I want to touch on before we wrap up. In my 20 years of working with women entrepreneurs, when it comes to closing the sale, the real challenge my clients struggle with is overcoming objections.  The objections bring up uncomfortable feelings such as having to justify their value and some feel compelled to “convince” the prospect to say yes.

Why are these feelings so common?

This is because they’ve consciously or unconsciously made the sale personal and objections trigger feelings of rejection.  That’s an easy trap to fall into.

Here’s the good news.  If you’ve followed the steps, asked the right questions at the right time and done a good job up to this point, you’ve eliminated a vast majority of the objections because:

• • you’ve established a great relationship;
  • you’ve provided superior value;
  • they already know that they need it;
  • you’ve effectively demonstrated that the value of your offer far exceeds the price.

When your value is greater than your price, it’s easy for your prospects to say yes.  This is an important point that I want to emphasize.  One very important aspect of the value you’re offering is what you learned in Step 2 and that is:

The value of them seeing what their future could be.

In the years since developing this system and following the 4 steps, I don’t hear a lot of objections from prospective clients. Why? Because I’ve disconnected personally from the making a sale:

• • it’s not about me;
  • it’s not my job to “convince”;
  • their best interest is my priority.

When you focus on your prospect, discovering and meeting their needs, this powerful system works AND you’ll hear more yes’s and dramatically impact your bottom line.

Here’s the truth:

I want you to have a profitable business that gives you freedom, fulfillment and fun!

If you’re comfortable, happy and content with the system you’re using, terrific!  That’s fantastic!

If not, then commit to using this system for 3 months.  Practice with trusted colleagues, or your coach or mentor.  As one of my colleagues says, “Practice until it’s as easy as saying ‘please pass the salt’”.  (Thank you Kendall!)

You have the solution your ideal clients need!

One last thought I want to share with you is that you are an expert in your chosen field and throughout each step in the Sell Without Selling System, you’re reinforcing that with your prospects.

In Step 1, we talked about the importance of you believing in yourself, the value of what you have to offer, and your uniqueness – recognizing it and stepping into it with conviction.

The solution you’re offering is the bridge to take your ideal client from where they are to where they want to be, the path for them to get what they want.  How can they say no?