042 Gene Hammett | Enrollment Conversations that Get You Clients

Gene HammettThe success of your business comes down to the number of quality conversations you are having.  In my 20+ years experience in sales and growing my own companies, all the key elements came down to how good are you at conversations.

Today we talk about what you are REALLY selling…it is NOT your services, programs, and packages.  Listen in to find out what it is and get the 4 parts to to help you with your enrollment conversations.

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My Target Audience:  My target market is creative people, consultants and coaches: who sell unique services. I help them shift their sales conversations and their enrollment conversations quickly.

When it comes to sales as an entrepreneur and business owner, you must excel in order to succeed. And this episode is devoted to your success. Far too often when we think of sales, we think of “closing the deal” or tricking or manipulating people into saying yes.

But those tactics no longer work. Today consumers are incredibly savvy and want a connection with you, your service or products and your brand. When you can develop and nurture that connection into a full relationship, then you have an opening for a sale. And in this episode, I walk you through the step by step of having that sales discussion, or what I call the enrollment conversation.

TWEET THIS: "If you are making assumptions, you aren't going to get the connection you want." 

The key to enrollment conversations and selling is to do so genuinely and with authenticity. When you connect with your prospect about who they are, where they want to go and what they perceive as standing in their way of getting there, you will learn all you need to know. With that information, you can then present yourself as the person to help them make their future a reality.

Your job throughout the entire process is to ask permission, ask specific questions and then listen to what’s being said and to also listen to what’s not being said. When you do those four things, they will naturally share with you and answer your questions fully.

TWEET THIS: "The supreme art of war is to subdue the enemy without fighting."

In my 20+ plus years of sales experience, I have learned how to do this by investing thousands and thousands of dollars in coaching and sales programs like Sandler and MillerHeimen, among others. I’ve taken what I’ve gathered in these programs as well as my firsthand experiences and compiled them to share with you today.

I’ve used my knowledge to excel in sales myself and to coach others on how to shift their businesses quickly through engaging and enrolling conversations with their clients.

TWEET THIS: "The only real objection someone gives you is they don't see the value in your offer."

In this episode, here’s what we’ll cover:

  • What’s your job in the sales process? Here’s a hint: it’s NOT to sell!
  • High ticket price sales happen when these two things happen: what are they?
  • What are the four sales myths?
  • Why disqualifying prospects actually increases sales.
  • Show Up and Throw Up vs. Listen and Challenge: which works best?
  • How to provide results and value, rather than features and descriptions.
  • The importance of keeping the conversation going with prospects.
  • Your real key in these enrollment conversations is ______ (fill in the blank).
TWEET THIS: "You are selling dreams, not your services."

Practical & Actionable (at [16:00]):

My practical and actionable advice for you is to breakdown the enrollment conversation or the “conversation to close” into 4 parts. They are:

  1. The invite
  2. Before the conversation
  3. The Talk
  4. The Follow Up, which we will cover in episode 43

The invite
When inviting someone to this conversation, use words that say you understand them. You’re listening to them in this conversation because you have experience in this area and want to help them. After you do extend the invitation, then set the appointment.

Before the conversation
Before the conversation, you’ll want to ask questions to pre-qualify. Since every business is different, here is an example of my questions.

You’ll also want to find some sort of pre package you give your prospective clients. It should give value and be unique, something that benefits them like a book, a video or a review of their web site.

And then finally, prepare for the interview. Knowing your target market pays off here.

The Talk
During your talk, you’ll want to create a framework for it so you know where it’s going. You’ll also want to ask permission to ask the following questions:

  • Where are you now?
  • Where are you going?  What is your Vision? Your Future?
  • What issues have you identified as holding you back?
  • How important is your vision? How important is it that you address the “issues”?
  • If not now, then when?
  • What is it costing you to hold on to this problem?
  • Who makes the decision, when and how do they choose?
  • How committed are you to your dream and your vision?

Then you’ll want to recap in their words, show them you listened and you understand them. Doing so builds rapport and establishes a connection between you.

The entire conversation is about them; remember, they should be talking 80% of the time and you should be talking only 20% so you let them tell you what’s going on with them, what their needs are, what their future is and what’s standing between them and that future. Knowing that information is the key to being the one who makes the sale and provides them with their dreams.


Connect with me on LinkedIn or Twitter at @genehammett and let me know what you liked about the episode!

Do you have questions about today’s episode!?!

Did you know that you can apply to chat with me by phone? This is a limited time offer to help anyone that is serious about refining their business as well as developing a clear & compelling strategy that will drive them forward. Complete the questions and our team will follow up with you to schedule time for your “Business Breakthrough Session”. These are limited to 30 minutes, completely free and oh, so valuable.  Apply Now!


And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

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