The tactic is very simple -- you just have to talk your client's language.

The fact is, your client has a particular problem he wants to solve, which he thinks about in specific terms. And if you don't know what this problem is, and how he thinks about it -- in other words, what language to use -- there's just no way to close a deal with him.

Nothing you say will interest him!

Again, this probably sounds obvious now I've said it. All these tactics do...but they're really HARD to figure out on your own.

So HOW do you talk your client's language? Well, here are some dos and don'ts again:

DO talk about the reasons behind *why* your client wants what you're offering.

DON'T assume you know those reasons in advance. This is a killer mistake! For example, say you're a web designer, and a car wash owner comes to you for a new site. It would be easy to talk about the enticing modern aesthetic of the redesign you'd like to offer, etc etc. But...what if they actually want a new site because clients are having trouble finding their car wash on a side-street? What if they want a mobile-friendly site with a prominent map and clear directions? What if they actually think their existing design *is* enticing and modern-looking (even if it isn't), and you just offended them?

Now, obviously you can't know all this in advance -- but it's DEFINITELY possible once you've identified them a likely client. can just *ask* them

And this gets us to the "telepathic" secret...

DO use your client's own exact words. I know, this feels weird -- you're afraid they'll notice and think you're up to something. But in fact, quoting key phrases back to them is incredibly powerful. It's a sales technique used by some of the most persuasive people in the world, and basically it works because people are helpless against their own thoughts. Using their own words to offer them something makes the offer virtually irresistible.

(And even if they *do* notice, they just think, "Wow, they were really listening!" And that's also a GOOD thing.)

DO talk about the *benefits* your client hopes to get out of what you're offering. For example, if you offer photography services, your client might want you to make his employees (and thus his company, and ultimately himself) look good to others.

DON'T talk about *features* without tying them to benefits. For instance, telling your client about how you can provide HDR photos might sound impressive to you, but it's meaningless to him -- unless you explain that it makes them look more vibrant and life-like.

Okay, let me give you a quick practical example to finish up. If you're doing an initial consult with a client, you might have some questions and answers that look like this:

Q: Why are you looking to create a new company portal?

A: We’d like to improve internal communication.

Q: Ah, OK. Can you tell me about some specific problems you’re seeing due to this lack of communication?

A: Sure. Every year in our employee survey, communication is one of the biggest complaints. Employees say that we don’t listen to their concerns and suggestions on how to improve the company.

So here's what you might write in your proposal:

"Every year, the employee survey shows that employees feel like management doesn’t listen to their concerns and suggestions on how to improve the company. The new company portal is going to change that perception. This portal will..."

Etc etc. See how easy that is? Your client wrote your proposal for you!

Now, as with the last 5-minute marketing tactic, speaking your client's language is something you can do in *any* marketing material -- but your proposals are definitely a key place to do this, and it's very easy too.

Getting straight to the point in your proposals, and talking your client's language can lead to surprising results. According to our research, you not only get more closed deals -- you can also command higher project fees.