Sales isn't about being a smooth talker. It's about understanding human psychology. The best agency owners don't use "tricks"; they use fundamental principles of behavior to guide prospects to the right decision.
1. Loss Aversion
People will work twice as hard to avoid losing something as they will to gain something. Frame your services not just by what they will gain (more leads), but by what they are currently losing (wasted ad spend, lost market share).
2. The Contrast Principle
Never present your price in a vacuum. If you present a $10,000 solution, it sounds expensive. If you first discuss the $100,000 problem it solves, the $10,000 solution sounds like a bargain.
3. Upfront Contracts
Always agree on the next step before ending the current step. Never leave a meeting with "I'll send you an email and we'll touch base." Set a firm date and time for the follow-up while you are still on the call.
(Want to learn the other 4 principles in real-time?)