...yet, after all was said and done, they stood up, looked you in the eye, and said:

"I need to think about it."

What in the world went wrong? Let's take a look at a few different reasons why this can happen...

REASON #1: YOU DIDN'T CONVEY VALUE

If you failed to convey that the value of what you're teaching on the floor is equal to or greater than what you're asking for it in the office, then your prospect is going to walk, every single time.

But don't think you can just take someone in the office and magically convince them that what you're selling is worth it's weight in gold.

The thing is, convincing them of the value of what you're teaching happens long before you get in the office. That sort of magic only happens out on the floor. 

And, if you did a poor job of convincing your prospect of the value of your services on the floor, once you get them in the office it's probably going to be too late to change their minds.

REASON #2: YOU DIDN'T ANSWER THEIR QUESTIONS

And there will ALWAYS be questions. Questions about price. Questions about schedules. Questions about contracts. Questions about billing.

Questions, questions, questions. Dodge them and you're going to lose trust with the prospect, and they will walk.

But answer them incorrectly, and you'll also lose the client. So, you have to know how to deal with questions (what some people in sales like to call "objections") correctly if you want the prospect to leave your office smiling after they've handed you a check.

Get this wrong, and it will come back to haunt you - even if you got them to enroll (more on that in tomorrow's email).

REASON #3: YOU FAILED TO ALLEVIATE THEIR FEARS

This goes back to how you handled the client's questions. Sure, you can answer every question the client asks, but if you handle them wrong you're going to tank any chances you might have of enrolling them as a student.

In marketing and selling, the way to alleviate a potential customer's fears is known as risk reversal. You have to convince them that the risk is not on them, but on you.

Having the proper language to communicate this to the prospect is essential. It doesn't really matter if you really are taking all the risk (which you should, by the way) - if you can't properly convey that to the client, then there's no way they're going to be comfortable with handing you a check.

This takes a bit of finesse, and it also takes knowing the right things to say. Get it wrong, and all your work with the prospect up to this point is going to be for nothing.

And that's not even the best part...

...because there's still one more opportunity for the client to walk out the door, even if you got them to sign on the dotted line and hand you a check.

I'm going to tell you about how that can happen in tomorrow's email message, so keep an eye out for it.