At the end of the day, it’s all about whether people are buying. So here are three key elements prospects are looking for before taking the final step:

1. The Know-Like-and-Trust Factor–When looking for professional services, the Know-Like-and-Trust Factor (KLT) rules the roost. This is why referrals, networking and public speaking can be such powerful tools for building your business. But anything that establishes some type of values-based connection between you and the potential client can help. I’m currently creating a Marketing Map for the owner of a new retail store in New Jersey, who found me through the Green Business Network.

Of course, not everyone you “meet” (either in person or virtually) is immediately looking to buy your services. That’s why use should use email newsletters and other strategies for staying in touch, so you continue to build that KLT.

2. The Best Solution for Their Needs. It’s easy to get caught up in listing the features and benefits of your services, but a prospect isn’t looking for a service–they’re looking for the best solution to a particular problem they’re grappling with. Most of the time asking a few questions will reveal that the problem is actually only the symptom of an underlying issue or desire. And if you can help them with that, you have probably won a client for life.

Also, research shows that men focus on their top priorities, while women tend to have a much longer list of criteria for the “best” solution–and it’s only the best if it meets virtually all of them. So be sure to ask what else is important to her or you may miss something big.

3. Proof It’s the Right Decision. People tend to keep operating the way they always have until either the current situation causes so much discomfort that they have to change or the risks of making the change are minimized. Since you have little control over their current situation, how do you minimize the risks?

Money-Back Guarantees. Research shows that having the option compels more people to buy, but few actually take advantage of them.
Testimonials and Case Studies. The more details you can provide about saving or making money for your clients (or saving them time), the more persuasive these will be.
Third-Party Research. Facts, statistics, or ratings from an objective source can add credibility.

If it’s a particularly thorny decision, ask what they ultimately need to feel confident about their decision. Getting the answer will either shortcut the decision process, or reveal that you’re just spinning your wheels with them.

Finally, the good news is that when people know, like, and trust you–and believe that your service is the best solution for them–price becomes much less important.