Recording conversations with prospects (and only with their permission) is a powerful idea.
To attract more high-paying clients, it pays not to overthink the agreement phase of landing a client.
So, let’s say you have met with a prospect and had a meaningful conversation. You helped them get clarity around their goals, what they have already done right, and what roadblocks are ahead.
Then the enrollment conversation shifts to what is called the agreement phase of the conversation.
An important decision for you to make during the agreement phase is whether to offer the full scope of work agreement or a no-brainer agreement. A no-brainer agreement is designed to get an easy yes from the prospect. The price and duration is extremely low.
Let’s call this executive management coach Larry (true story, names changed to maintain confidentiality). Larry was diligent in studying the ins and outs of client enrollment. When Larry would get to the agreement phase of the conversation, he might spell out a scope of work that would be $15,000 for a year.
But then Larry would inform the prospect: “But I don’t see that for you.”
Instead, Larry would tell the prospect that a one-month or two-month 360-degree assessment is more in order. This will cost $1,300 a month and can just be put on a credit card. During this process Larry will interview the client and his executive team. The assessments will help the client determine the true scope of work based on the consensus of the team.
Larry recorded a prospect enrollment conversation, with the prospect’s permission, so I could hear it.
As I listened to the conversation, the prospect said to Larry after he offered the no-brainer option: “This is music to my ears. You are the eighth executive coach I have talked with, and you are the only one to offer me this easy-to-handle assessment step.”
And then the prospect gave him his credit card information and the two-month engagement began. After working with Larry for two months, the client felt great about the scope and the price, and happily signed the full-scope agreement document. He also was so pleased with the enrollment process he referred other executives to talk to Larry.
This is not a manipulation mind game you are playing with the prospect. This is actually providing them value and helping them get started in a small way. That reduces risk in the mind of the prospect.
However, as the late author David Sandler said about business development, sometimes it feels like a Broadway play performed by a psychologist. Applying some basic understanding of human decision-making psychology can really help land high-paying clients.
One last piece of advice: Recording conversations with prospects (and only with their permission) is a powerful idea. If you host these conversations on Zoom, this is an easy thing to do. One of my clients, let’s call him Fred (again, true story but name changed), records all meaningful conversations with prospects so he can transcribe the calls. Then he studies the exact language the prospect uses. The more you can mimic the prospect’s language when creating a proposal, the better your chances are of landing the client.
