By Trevor Russell

In his last instalment, business coach and speaker Trevor Russell shares his final secret for business victory.

As a business owner, you must know how to meet and present to any client in a way where you and your team can take them on a journey so they want to buy from you. You must be able to do this so well that they ask you: “I’ll have what you’re offering, where do I pay?”. I call it my “Consultation to Engage a Client Successfully Process” or the CTCCSP.

Just ponder this question for a minute: Can you and your team speak with any potential client or customer, and know how to take them on a conversational journey that builds a high connection and value; deals with their concerns about time or money; and effectively asks them for the business – and gets a yes response more than 80 per cent of the time?

If your answer is “kind of, well maybe or a flat out no”, then you best read on because this is going to be extremely important to the future success or failure of your business.

If you are going to be outstanding and achieve high sales and profits in your industry, in this new economy, you and your team must clearly know, whether it’s for two minutes, 20 minutes or two hours, how to meet, consult and enrol clients into buying from you.

So how do you do this? Here is the six-step format:

1. Connection: How you connect and relax and relate to your potential client.

2. Frame up: Who you are and what your intention is with assisting their needs.

3. Exploration: Determining their pains, needs, wants and desires, and how it’s relevant to what you sell.

4. Creation: Presenting the benefits, results and value of your product or service offering.

5. Confirming: Confirming that what they want and what you provide is a match and high value.

6. Enrolling: Managing and clearing concerns from the get go, so they buy from you.

What’s next?

That’s the $10 million question. Will you step up and take a look at what needs to change in you and your team, and how you run your business? Or will you just keep doing the same because it all feels way too hard?

If you feel it’s going to be the latter choice, can I suggest you consider these questions?

What would it be like to let go of fear and be open and willing to just take a look and explore trying some new ways of conducting your business?

What would it be like to start the day thinking about how you’re going to really be there for your customers and your team, to do the little extras to serve, support and praise?

What would it be like to get back to why you started your business in the first place and think about that place it all started and what drove, lifted and inspired you?

What about if you finally got excited about the value your products and services can deliver to people, and be willing to get past the fear of selling and marketing?

How many people can you really create into long-term happy and rewarded clients?

Can you dare to be bold and ask for help and direction to find out how you can do, be and have everything that you truly desire?

If you would like a 10-page report on how to have a successful sales conversation, email Trevor at

Trevor Russell is a business strategist, coach, sales and speaker trainer, author and keynote speaker. He has worked with more than 200 businesses across varied industries and is experienced in peak human performance, marketing, finance and sales. To find out more visit

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