During a session with my client yesterday, she expressed how she did not understand why she lost the sale when she was positive that she had stepped through the sales conversation very clearly. She knew that the person she was speaking to needs her services. 

"Did you explore with her the cost in her life of staying where she is now?" I asked. 

She answered, "Yes, I did! She was practically in tears because she knows she has a problem. But when I explained what I offered, she didn't sound that interested."

My client was really frustrated and confused!

If you are not laser focused in your sales conversations, your ideal client could walk away. Ouch! Not only does it cost you money, but the truth is that they need you. They need your help. And you don't have the language to help them say "yes" to your offer.

In going over the sales conversation with my client, it turns out that the problem was that she failed to connect the dots between the potential client's problem and her solution.  Leaving this step out is a big reason solopreneurs have lost the sale. This one step can make the difference between closing lots of clients and watching your ideal clients pass you up only to work with someone else.