All of us need reminders for working with prospects that we want to convert to customers. What is difficult at times, is taking control of the meeting and creating the opportunity to have your priorities rise to the top and not let the prospect steer the discussion. So how do you start? You should assume that you will be the first to speak, but you must make this meeting highly individualized so that you can really tune into the prospect’s needs.

Most of your competitors, no matter what the industry, but especially in professional services, can competently discuss their services and most prospects believe that they are all competent. No matter how well you discuss your firm and its services and the cost, you have done nothing to differentiate yourself.

There is only one way to accomplish this—by learning their motivations, wants, and needs. You need to ask the overview question, which will, in your own words ask where they are and where they are going. You want to know their wants so you can illustrate and make a personal connection. This will allow you to individualize your services and easily differentiate you from the competition.

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