Bottom line is that you don't. You can't convince anyone of anything if they don't have an open mind about it.
To be honest, it's actually better for you to refer the project off than to spend the energy working at someone who has already decided not to work with you.
With that being said, sales are all about helping someone make a decision.
If you are looking for someone to do something that they don't really want to do (and that's to spend money), you need to find a legit reason that is big enough for them to do so.
Get someone to do something they don't want to
This means you have to understand what the motivation is of that person. In my experience businesses are motivated really on the basis of 2 big reasons. Both are related.
They want to get more money. Or they want to save time (which translates into getting more money eventually through profits).
The tricky part of this comes in when you want to discern if someone is basing their decision off of emotion or logic.
The reason it's tricky is that their buying decision will be because it's both emotional and logical.
I'm always talking about how you should learn to trust your "gut" and tha if something doesn't feel right, than steer clear right? Well that's even more true with someone buying from you.
They need to feel that the purchase is the right decision before anything else, even if it's the logical choice to make.
For example, ever have an argument with your brother or sister or good friend where you know you are right. Facts of a night out or story growing up. You both start arguing back and forth it's so heated that all logic goes out the window. It doesn't even matter if you are saying that the sky is blue because they feel that it's red.
You can't convince them otherwise, because their emotions are dictating their thinking at this point.
So you have to start by getting their emotional side of the brain to buy-in before all else.
Get their emotions on your side
You can do this through empathizing with them.
You can do this by sharing a similar experience another client of yours had where you helped them.
Another way to do this is by asking a question. In the book by Phil M. Jones, Exactly What to Say he offers to use "How would you feel if...?" as a prefix to a future scenario.
"How would you feel if you got 100 more customers?"
"How would you feel if your website was 2 seconds faster?"
"How would you feel if your competitor outranked you and you lost a good portion of your organic traffic?"
That last one is one that I actually asked an existing client of mine a few months ago because that was a trend that was happening with them. They signed on a new engagement to perform a site performance and overhaul.
When I read Exactly What to Say a couple of weeks ago and saw this example in the book, a light bulb went off in my head because it's something that I've seen work time and time again in my own sales conversations.
When you understand the motivation and emotion that a client has around the problem they are faced with and can create that scenario for them, the more likely you are going to get someone to sign.
Start a Freelance Business
More episodes in this topic:
What are the costs involved in becoming a freelancer?
Is the income from freelancing reliable?
What payment structure should I do?
How do you build a good freelancing profile in the field of web development considering the competition?
What are skills you can learn fast and have high freelancer value?
How to start freelancing?
Should you do free work to build a portfolio?
What is freelance?
How can I start freelancing without experience?
What does it take to be a freelancer?
Why did you start freelancing?
What is the very first step to work as a freelancer?
How do you set the boundary of work you do and work you don't do?
What are your client red flags?
What should you be able to create as a web developer before starting in your freelance career?
When starting out freelance, should I just be a generalist to get my feet wet, or should I go for that niche?
As a developer, should I throw my projects on Github or build a site from scratch to grab attention?
What can I use for social proof when starting as a freelancer?
How can I start freelancing as a web developer?
Should I use my name or create a business name when starting?
Should I call myself a “freelancer” (definitive answer)?
Why should you not be a freelancer?
How do you collect online payments as a freelancer
How much money do I need to make?
Why is hourly billing bad?
Why is hourly billing good?
What are the biggest mistakes a freelancer can make?
How to adapt and change to the WordPress climate?
How to budget as a freelancer?
What is your marketing plan?
What is your sales process?
What do you do to position yourself as an expert to leads?
How do you balance your time for sales and marketing?
How do you get high-quality clients?
Should I offer my services as a web designer/developer or specialize first?
What do you do again?
What is the best freelancing website?
What do you do for a follow-up sequence for leads?
How to attract clients with big budgets?
How not to be annoying in sales?
How do you convince someone to sign a contract?
What to say when a client is late on a payment?
Best of Season 3 - Get out of the comfort zone
Best of Season 3 - Building Relationships
S06 E12 - Undercharging, Targeting the Wrong Audience, and What You Should Do About It with Alex McClafferty
S03 Bonus - Tom McFarlin on Blogging, Balancing Work and Family, and Building a Business that Lasts
S09 E11 - Differentiation, Reputation, and Pivoting From the Top-Down with Peep Laja
S01 E11 - Kai Davis helping freelancers get more clients with outreach