Episode 066 – How to Get Your Clients to Buy from You More Easily Than You Ever Thought Possible

High Ticket Sales Secrets | Coaching & Consulting Business / Personal Branding / Sales Training / Marketing / Get Clients

Welcome to another episode of High Ticket Sales Secrets. This is Dan Lok – your host, your guide and your mentor.

When the Prospect Doesn’t Have the Budget to Get Your Services

Today one of my sales team, one of the sales guys was on the phone with a potential client. He was talking to him about switching over and hiring us for some lead generation for him and some of the services that we offer. He was asking the client, “So Mr. Prospect, how much have you set aside for online lead generation?” He said, “Well, I’ve got about $700 or so”, and that’s a little bit less of what we usually charge.

We usually charge about $2000 a month. That’s our starting point, plus additional budget. He only has about $700 to $800 a month. My guy wasn’t sure how to handle that, that’s why I want to make this recording not just for you but also for him so he could listen to this as well. It will also be beneficial for you as well.

So think about sometimes when you have a client. They want to spend their money with you, they like what you have to offer but they have a mental barrier – they have an objection that “I haven’t budgeted enough for that.” I want to share a strategy with you that’s very, very effective. Instead of getting your clients to spend new money – because whenever they make a new purchase, they might be thinking, “It’s a risk. It’s a new investment I’m making in my business”, especially when you’re selling B2B and you’re providing any kind of service that helps them generate more revenue, make more sales and make more money, that kind of service. In this case it is. We’re providing lead generation.

Don’t Try to Get Them to Spend New Money

So as that happens, instead of trying to convince them that they spend some $700 to $2000, that’s a $1300 gap. Does that make sense? That’s a $1300 a month gap that he doesn’t feel comfortable investing and selling. So what do you do? Don’t try to get him to spend new money. Don’t do that. Instead, switch the approach and persuade him in a way. Don’t get him to spend new money. Get him to see and re-allocate some of the budget he has.

Anyway, so continue with the story. And he was asking me this question on how to handle this client. I said, “First of all, in the future, I’ll show you want to do. But for now, call him back, get him on the phone” and I actually jumped on the call with him on a three-way call. Of course, he’s very familiar with my work and he’s a big fan of my work that’s why he wants my team to help him out to grow his business. He was so shocked, first of all, that I’m on the phone. I said, “This is Dan Lok.” And then he said, “This is the Dan Lok?” I said, “Yes, this is him.” And I was flattered of course that he’s very excited that I’m actually on the phone with him.

I was asking him questions and said, “Hey, you know what? My guy here said you want us to help you bring more leads and scale your business. And obviously you can see that we’re that best in what we do. But here’s the issue. He said that you’ve only have about $700 budget for that yet we charge $2000 a month. How are we going to solve this problem?” And he was explaining to me about his situation and I dove deeper, finding out more and more about his business. He’s got a good back-end high-ticket offer. It fits our client criteria so I know I could help this person.

Probe a Little Bit Deeper

And I asked him, “Let me ask you a different question. What kind of marketing are you doing besides this?” “Well you know what, I’m doing a lot of direct print, I’m doing a lot of direct mail and I’m doing a lot on events.” “Well, how much are you spending on that on a monthly basis?” “Oh it’s about, probably, $20000 a month.” I said, “So in terms of offline marketing event and print and direct mail, you spend $20000 to generate leads, correct? And how much of that are you making?” He shared with me the number.

“Okay, here’s what I’m saying,” I said. “I’m not asking how you to spend new money. I’m just asking you to allocate an additional, the $2000 that you’re spending right now, take it another $1500 and just put it towards online. That’s all I’m asking, right? So take just a small percentage here. It could be $1500, it could be $2000, whatever. 10% or 15%, put it towards online marketing see what it would do and I’m confident it would provide you a better return anyway. And you see it makes sense. That’s why you’re looking into this, because the offline stuff is costing you too much.”
So basically I said, “I’m not asking you to spend new money. I’m asking you to re-allocate your budget to something that would provide you better returns. Does that make sense?” And he said, “Well, that makes a lot of sense.” $700 to $2000. And boom! You’re back and forth, you ask him a little bit of questions, I qualify him a little bit more and explained to him exactly how the whole thing will work. And we closed the sale exactly at $2000 a month.

Make Client See the Other Possibilities

Now here’s what’s very interesting. At the end of the conversation he was like, “I never thought of it that way. I saw this as something that’s two different things. Oh yeah, I’m spending $20000 a month anyway. Why don’t I spend 10% and invest towards this?” I said, “Exactly. If the online marketing is working well, does it make sense to spend more money in the future? I’m not asking you to spend more now, I’m saying test out 10%. Then if it works and brings you more leads at a lower lead cost, doesn’t it make more sense to invest more and let that grow and let that ride, let that scale?”

That’s what I’m talking about. So when you’re selling, when you’re selling to prospects over the phone, sometimes you’re talking to prospects who say “I don’t have enough budget,” find out a little bit more. What else are they spending money on? Then maybe there’s money there that doesn’t make any sense to spend that money anymore. Help them see the possibility and why it makes total sense to make a switch to your service, assuming that your stuff is good, assuming you could actually help them. Just make a simple switch. It makes it easier for them to say yes than if you try to convince them.

See, my guy was trying to convince him from $700 to $2000. I’m trying to convince him and see why this doesn’t cost him anything. I’m not asking him to spend new money. I’m just asking him. “Hey, you know what? Just take some of that money you’re spending already anyway on this. And if it doesn’t work, you can always go back. But it will work.” And boom! You close the sale. It’s that simple. It’s truly that simple.

Don’t get them to spend new money. Get them to allocate the resources in their money, in their budget a different way.