How To ‘Close’ More Sales Without Being Salesy

One of the biggest challenges I faced when I started out was to close more sales. Customers would say,

“I’m not sure if this is right for me…”

“I don’t have the money right now…”

“I know you’re qualified — but this doesn’t seem like it will solve my problems…”

And on and on and on.

What was going on? I was getting people interested in my services — but they weren’t buying.

They would keep blowing me off.

Keep telling me that I wasn’t the right person. Or the product wasn’t good. Or the price was too high. Or the timing wasn’t good for them.

What was going on?

I had all the right qualification. The customers were real. They were looking for what I had to offer. The service would solve their problems. The price wasn’t too high.

What. Was. Going. On.

How To Close More Clients

Then I came across a simple communication shift. This change helped me improve the way I communicate my message. It was like a light bulb went off.

One day I couldn’t close — the next day it started working.
Sure, I had the few hiccups — because I didn’t believe it could be this simple. But then when I started working this — it worked.

I went from being unable to close $300 customers — to closing clients at $1,500. Then to $5,000. Then to $10,000 per customer.

For the same product and service that I was delivering. But that’s not all.

At the $10,000 plus mark — my customers were happier to buy from me, the like me more. Heck, they would even invite me out ‘to hang out with them.’ I’d never had that before.
A customer wanting to ‘hang-out’ with me.

What was the difference? The difference is what I call ‘Value Messaging.’ That’s what we’re going to talk about in this post.

In this post, you will discover how to close more clients.

You will learn the simple change you can do to your message that will help you close more clients. Faster. Without being salesy.

The shocking part is that this change has nothing to do with your service. Or quality. Or customer satisfaction. Or even the product itself.

Without this change, you will have a hard time closing sales. Your customers will keep asking you ‘stupid’ questions. You will waste time explaining your product, your service, and your quality.

They will raise objections about price and tell you that they aren’t ready now. Or that they aren’t sure if this is right for them.

In the end — your customers will end up buying from your competition. Because of this game-changing difference.

If you install this change in your business — you will become the go-to person. Your clients will love you for sharing what they wanted.

They will refer new clients, and business to you. Your customers will become your evangelists. Promoting you to their friends, family, and even their customers.

You will be able to close sales without haggling over price, or getting your customer to squirm.

Plus your client will love you for what you deliver to them. You will gain the success you’ve wanted and close more sales.

Before I tell you the exact steps of how to install ‘Value Messaging’ in your business.

Let’s look at what is

Value Messaging To Close More Sales

Here are the five categories of marketing messages entrepreneurs, and companies use.

1. Awards (look at me)

This is the first stage, where people and businesses are. Talking about their awards and their qualifications.

Companies and business owners tout their qualifications, industry awards and credentials.

What they are saying is, “look at me. I’m awesome.”

“All these qualifications and awards tell you that I’m awesome.”

“Even magazines think I’m awesome.”

Think chartered accountants, lawyers, financial service professionals.

I was one of these. I’d say, “I’m a Chartered Accountant. I’ve worked with the Big 4 accounting companies. I have the highest rating…”

Without even saying anything more you know that sounds douchey.


I didn’t realize how bad it sounded. One of my clients asked me, “What’s a chartered accountant anyway — and what does it have to do with me?.”

Man that was a slap in my face.
Don’t worry if that’s you — I’ll show you how to fix it in a few minutes.

You can buy a ton of these credentials now. And they don’t mean anything to the customer. The customer doesn’t care.

That doesn’t mean that you should not have the credentials. But that talking about the credentials won’t get the client to sign on the dotted line.

2. Features (look what I created)

The second stage is where companies and products start talking about the features of the product or service that they’ve created.

This is better than the look-at-me stage. At this stage, the focus is on the product and not the person who created the product. It’s not about ‘looking at me.’ It’s about looking at my product.

As an example, “We use industry leading software that checks over 450 tax-credits.”

With those 11 words, I’ve lost everyone except for the accountants reading this.

Which is bad.

Customers and clients for accountants are not accountants themselves. They are looking to hire accountants, but don’t know how.

Another example – “Our product is made of seasoned wood. It is polished from specialized varnish. It comes in five colors.”

Who cares?

I know you do — that’s why you’re here. So how do we get our clients to care about what we’re saying?

The next three will help your clients to care about what you’re saying.

3. Benefits (look what it does for you)

Benefits are where companies and businesses finally start talking to the client. But if you don’t do this — then you’ve lost your customer.

What is a benefit? A benefit is what something will do for the customer. This is where you translate the feature of your product and speak to what these features do.

We mentioned furniture above. Let’s look at that example and see if we can find some benefits

“Our product is made of seasoned wood — which means that even in the winters it won’t crack.”

The second part was a benefit.

“It is polished from specialized varnish — which means that spills won’t stain the table.”

The second part was a benefit.

“It comes in five colors — which means that you can find the perfect match for your decor.”

The second part was a benefit.

Think about your product and service and see if you’re giving away benefits.

If you don’t start by using the words ‘which means’ and explain what each feature will do for your client.

The next stage is ninja level that almost no one is talking about.

Results (look how good you will have it)

Talking about the results that your service and product will do for you.

This is where you share with your clients how using your product will give them a particular result. One they are looking for.

This was tough for me to understand — but once you ‘get it’ it’s like a lightbulb goes off. You can’t miss it.

Continuing our furniture example from above,

“Our product is made of seasoned wood — which means that even in the winters it won’t crack. So you never have to replace it.”

The third part was a result.

“It is polished from specialized varnish — which means that spills won’t stain the table. So your kids can eat with you.”

The third part was a result.

“It comes in five colors — which means that you can find the perfect match for your decor. So you won’t have to replace your couch.”

The third part was a result.

To get to results that your product or gives your clients use the term ‘So you…’

Then put a result that the customer is looking for, or something that they are seeking to avoid.

For an accountant, this translates into “… so you get the highest tax refund possible.”

“… so you never get audited by the taxman.”

“… so your money stays in your pocket.”

You can already see how this is changing the message. Instead of focusing on what I’ve done — the message is now focused on the client.

What the client wants to achieve and what she wants to avoid.

Now the conversation in the room has changed.

Let’s get to my favorite one — and then I’ll show you how you can do this for your product or service.

Value (What’s the value that the result will give them)

We can now translate the result into a monetary value that this result signifies for our clients.

Yes, a real monetary value.

Each result that your service gives to the client has a monetary value. You might not know what it is — but there is a real-world value attached.

If you can’t think of value — your client will think of one, which will usually be wrong.

Continuing our furniture example from above,

“… So you never have to replace it. Which will save you $XXXX in replacement cost each year.”

The last part was a value.

“… so your kids can eat with you. You get to spend more time with your children, how much is that worth?”

The last part was a result. Notice it isn’t monetarily specific, but leaves on the parent to come up with the value.

“… So you won’t have to replace your couch. Which means you save an extra $XX, XXX”

The last part was a result.

“But Riz, isn’t that a made up number?”

Nope — it isn’t.

If your service doesn’t help get them the result — then don’t say it. Make your service and product better, so it does deliver the result.

If the result isn’t worth tens of thousands of dollars, then make your service better. Find what’s meaningful for your clients. Then deliver that result.

If you’re reading this, chances are your product and service is already more valuable than you think.

You haven’t articulated it in the right manner. You haven’t thought about the benefits. The results. And the value that your service or product provides.

Once you start doing this, your entire world will change.

As an exercise — I do this for everything. When I’m sitting by myself, I’ll pick up a pencil and think about its features. Then it’s benefits. Then the result it gives me. And finally, the value it has.

A fifty-cent pencil is worth five thousand dollars or more. But only because I was able to articulate what it can do.

So let’s look at

How To Use Value Messaging To Close More Sales

Here are seven steps you can take right now to close more sales using the value messaging system.

Step 1. Pick one product/service to test this on
Step 2. Look at the messaging you’re currently using

Step 3. Write out its features

Step 4. Write out its benefits

Step 5. Write out the results it gets

Step 6. Write out the value that result brings

Step 7. Test it out on the next ten clients

Don’t think about applying it to every area of your life yet. You’re not used to doing this. The first time it will take some effort and real thinking.

We’re doing that right now. So pick one product or service you can use it on, then go through each of the steps using the examples in this post.

Then test it out on your clients.

Word of Warning!!!

You are testing it out. The first time you do this, it won’t work. That’s okay.

As you keep testing it, you will get better. And the better you are at articulating the value, the better your results will be.

So go ahead — and pick one product and service that you will use this on.

Then go out there and test it. It work.
This is the single strategy that has allowed me to close clients at ten-thousand plus range.

Plus, the customers I speak to with this system are easier to talk to. I have more fun working with them — and they get the best results using my services.

Just sayin’.

Quick Recap

Let’s do a quick recap of what we learned today.

The simple change you can do to your message that will help you close more clients
The five categories of marketing messages that business owners use. And the one that works best
The seven steps to install ‘Value Messaging’ in your business to close more sales

Action steps

Here are actions steps to put in place Value Messaging in your business

Spend no more than five minutes on each of the steps below.

Do them right now when the concept is fresh in your mind so you can get results, and close more sale.s

Pick one product or service
Write down the features of that product
Write benefits using the ‘which means’ statement
Write results by using the ‘so you can’ statement
Write out a value of the result in terms of money or time saved or earned
Test it on the next ten clients
Review the results

Your Turn

Now it’s your turn.

Have you used a service that was focused on one of these categories and you walked away?

Which one do you use in your marketing message?

Leave a comment below with your current marketing message — and updated message.

Would you like me to help you create your ‘Value Message’? Let me know in the comments below.

I love to hear from you. So leave a comment below.

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