Sales is often characterized by urgency and the inevitable aim of reaching a quick deal. But, for many entrepreneurs, the term itself is misleading; an unfair evaluation of their nuanced client acquisition process. Put simply: the practice of sales feels detached from the reality of their business. Growing a company is about building relationships, not tacky techniques or an attractive bottom line.
One proponent of this school of thought is Rachel Randolph, the founder of Spec School. She has recently shared how allowing prospects time has helped her business in the long run.
Spec, which focuses on introspective communication coaching, encountered the hurdles of the COVID-19 pandemic within a year of its foundation. As a result, its founder is positioned to discuss client approaches following an unexpected transition into virtual coaching. While businesses worldwide put more effort into growth, conversion, and lead generation, Randolph has spoken about the importance of patience in a positive client relationship.
Her advice is especially relevant within the personal development industry as it revolves around reflection and improvement. At the core of her observations is that freedom from pressure should be integral to the client’s journey.
“I encourage people to think about their decision because that ultimately is the nature of the coaching I do,” Randolph outlined. “It would be contradictory to use sales tactics to apply pressure and then follow it with my considered, customized coaching. It’s important to start your relationships by providing the client with information and finding out how they feel about it.”
Spec aims to distinguish itself through an internalized approach to communication. Its founder believes that internal and external communication are one and the same, and attempting to influence one to make a sale could run contrary to its overall client aims. The principle could be transferable to other businesses based on services rather than products.
In short, her approach can be described as ‘relationship over revenue.’ She finds that when prospects are encouraged to think about it, they are more sure of their decision, making for an easier self-development process. Business owners will understand the positive knock-on effects of this, such as referrals and feedback. Additionally, explaining to clients that consideration is essential for development could help them engage with their coach at an earlier stage.
Ensuring the holistic and complete client process is present from the get-go can empower clients to overcome their deepest doubts. Randolph’s thoughts on client objections form part of the broader context surrounding success in the personal development industry.
“Following the client making a thought-out commitment, I receive a lot of feedback that they are more confident and are less likely to fall back into old thought patterns,” Randolph said.
“They have a new way of thinking in the world, addressed from the root rather than on the surface. Being thoughtful about their internal and external communication is a key driver of that outcome.”
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