Drop the Selling Pressure
Shift to curiosity. No one likes to be sold.
When the prospect feels heard, they will listen to what you say. You engage as a curious learner, showing your sincere interest. Create a safe space where the prospect can openly share their situation.
How does a CEO or founder create this safe space?
Your company's purpose is honorable.
Share the reason behind your company with the strength of your conviction. Why it matters to you is the question to answer. Describe what success looks like - from the prospect's perspective. How will you feel when they succeed? Ask how they feel about that.
Hear the prospect, and show you understand.
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Uncover the problem, who needs help, and the consequences. Encourage them to share their feelings about the problem, including what happens if nothing improves. Rephrase what you heard. Let them confirm you have it right. Wrap up with a vivid recount of their feelings and aspirations.
Help them visualize a better future.
Vividly share a better future, leaving existing issues behind. Play out the emotions you feel when the problem is solved. Strongly contrast what is possible with your help compared to the current circumstances. Reinforce the better outcomes and feelings.