It’s unlikely that you’ll be able to change any of your client’s beliefs over the course of an hour-long sales call. At best, you’ll be able to educate them on something they didn’t already know about it. Even then, they might not trust you because they know you’re trying to sell them something.
Instead, sift through your client’s beliefs. Ask questions and respond with positive support to their answers, regardless of your personal opinions. This way your client will start to trust you and share information more freely.
So, with an inventory of your client’s current convictions, instead of doing the heavy lifting of changing their mind about any one thing, you can pick and choose which of their beliefs are most likely to convince them to buy.
For example, if their business is their baby and their passionate about their work, say, “Because I know how much you pride yourself on your quality of service, let’s make sure to highlight that when we’re advertising you to our users.”
Or, if they believe strongly in the millennial demographic and the idea of online advertising, say, “This program is perfect for adding to your strong online presence that’s been working so well for you.”
One of my mentors likes to say it’s like martial arts, where you can use your opponent’s momentum against them, instead of just standing and exchanging blows.
Let your client tell you why they’re going to buy.