People buy your services for any number of reasons. But primarily it can be boiled down to:
- Recommendation by someone they trust.
- They’ve used you before.
- Price.
- They trust you more than the others.
Very rarely do you have much control over the first three. It’s the last one that is tricky. Playing to the human condition is nearly impossible because all of us are different. You don’t always know how the person across the table is going to make their decision.
Passion is the great equalizer. Showing that you have a passion for solving their situation shows that not only can you do the work, but you want to work with them. It’s the best way to resolve the trust issue. People trust those that are like them (unless they are untrustworthy) or those that they believe can do the best job.
The problem with any given sales meeting or process is that it isn’t long enough to actually prove capability. You can demonstrate examples of ability and success but that doesn’t mean that it was you that did it. As they say, past success is not an indication of future success.