The entire point of attracting prospects is to turn them into paying clients. If you have a prospect, it’s important that you start this process straight away. As a solopreneur, having clients is the way you make money, and therefore you should always be working on gaining the next client, even when your client roster is full.

Ideally, you want a waiting list of potential clients. That’s why you continuously build a list of prospects, but don’t wait until you need a new client to start converting your prospects.

Start from the moment they sign up for your mailing list. If you do, when a spot comes open, you’ll have your choice of ideal clients from which to choose. You’ll never be without the exact clients you want at the exact right time.

Here are four important keys to turning those prospects into paying clients:

Key Number 1: Build Their Trust

Provide all prospects with information and education freely without trying to sell to them. When someone signs up for your email list, signs up for a webinar you are hosting, or reads your ebook, they are trusting you to deliver a certain quality. Seek to exceed their expectations in order to build the trust they’ll need to further open their wallet and choose you as their service provider.

Key Number 2: Solve Their Problems

Your potential clients have problems. They have issues that you can solve with your personal expertise. If you can describe issues that they have and tell them how you can solve those issues, then you show them that you provide solutions.

Key Number 3: Become a Resource

This might sound strange, but there will be prospects that you really can’t help. But, if you think about it, you probably know someone who can. It’s important that you refer them to those people because 1) you’ve just made yourself a resource to your audience and 2) those whom you refer will remember the kindness and return the favor.

Only recommend people you know will do a great job, because next time that prospect needs work that YOU can do, they’ll contact you again.

Key Number 4: Provide a Fresh Perspective

Sometimes potential clients come to you already frazzled. They need so much done that they don’t even know where to begin. Take charge of the call and help your potential client make a list of what needs to be done so that you can determine if you are right for them.

Help the prospect think through the actions and work needed to reach their goal. Focusing on the goal will help your client focus, too.

Finally, if you don’t convert your prospects to paying customers during your first conversation, ask them to be part of your email list, so that they can receive more information. In addition, whether they’re part of your list or not, follow up with them in a couple of weeks or a month or two to find out how things are going for them.