Understanding your client’s “true why”

All too often, we think that all a client wants is a website, or a logo, or a marketing campaign. So we sell features, or we talk about how great we are at design or coding or marketing.

According to Scott, this surface level method of selling results in lower close-rates because clients view what you have to offer as a commodity.

He says that the most important thing to learn when talking to a prospect is their “true why”. In other words, what will that website or marketing campaign do for them on a deep, personal and emotional level.

For example,

• if you’re selling to a small business owner, their ‘true why’ might be that they want to make enough money to live a comfortable lifestyle and spend more time with their family.
• If it’s the owner of a large enterprise, their goal might be to sell their company for millions and create a legacy for their name.
• Or if they are a middle manager at a big company, their primary interest could be covering their ass so they look good to their boss.

Having a persona you sell to is incredibly important, since the same kinds of clients likely have a very similar ‘true why’.

The point is, when you have those first conversations, you want to break down their walls so you can learn what drives them on a deeper, more personal level. What are his/her deep fears, frustrations and needs?

When you articulate how your service is going to contribute to their higher vision, clients are more compelled to say yes to what you have to offer.

Once Scott changed his approach to sales and created a repeatable system, he went from spending 12-18 hours per lead with a 20% close-rate to spending only 4 hours per lead with an 80% close-rate. The system works.