Every sales professional and sales manager would like to make more sales. Setting sales goals is always a big part of every new year and new quarter. Let’s discuss what it takes to fill your sales funnel and close sales at percentages you never have before. Improvements in overall sales closes, retaining the sale, and selling more to existing customers is all part of a success strategy that can really benefit all sales professionals. Read more to learn how to close more deals and keep your customers for years to come. Exceed your sales quota and be a better sales pro this year.
I’ve always been a relationship sales gal; I build a strong relationship and keep my customer satisfied from that point on. When I first meet a prospect, I listen to them, ask about their challenges, query how things could be better for them, and then I remember it by immediately writing down the information and keeping detailed notes on their next steps. I keep that information for when I’ll need to reference it in our future conversations. I continue to build on the relationship while going through the sales process.
Before sure to qualify your prospect read Getting to the Decision Maker.
When meeting a prospect, it’s very helpful to create powerful, memorable stories from the beginning of the sales relationship. Imagine you are explaining the backstory of a movie or show in the opening credits. Make sure to be specific. Who is the customer, who are you, and why are you both there? Make their story visual by being authentic. In the book Story Brand, Donald Miller reminds us, “You’re not the hero, they are”. I like this philosophy. By asking what’s in it for them, you are making the customer the hero and embracing your role as the person who helps the hero be the best they can be. Conversationally, you are keeping them engaged by focusing on their most important vision and topic; them.
Your prospects want to know about themselves, and will reveal their predicament; it’s their story. How will your product solve their problem, and of course, why does it improve life for them? Don’t go on and on about yourself, and instead, listen to them. People like people who let them talk, so let them talk. Connect with your prospect both intellectually and emotionally. They need a reason to do business with you that’s both rational and emotional.
Little things you can do to show them they are valuable to you, like making eye contact, noddings and reflective listening, and always standing for your presentations. Even if there are only four people in the room, you are going to show respect for yourself, your product, your customer, and their time and improve the way they receive you by standing. Patricia Fipp’s “I U ratio” is a cute way to remember to make sure the I (you) in your conversation is less than the U (them) to make them feel special. Read her book Inside Secrets of Superstar Sales Presentations, it’s an easy read packed with useful bits. In short, always make it about them. You will build long-term business relationships, friendships, and authentic mutual respect by giving your prospect the attention they need.
Do not put your competition down. When you put your competition down, it could be perceived that you think they made a mistake in choosing their current provider or service. Never make them feel their business intelligence has been insulted in this way; it will cost you their trust.
When you gain the meeting and get ready to share your presentation with the prospect, be prepared. How you organize your remarks, the content, and the delivery structure is important. It’s not always what you say, but how you say it. Make sure the final 30 seconds of your presentation makes the most impact. Script the opening, that way you have less to think through, and make sure it supports your central theme or big idea. Ask yourself, “What’s the premise – what’s your most important one sentence”? Write your presentation so that it will lead to a question that is answered by that central theme. Then add the talking points with stories, examples, and case histories to enhance your story. Review for comprehension and retention of information before delivering your closing remarks.
Do not go for the close until all their questions are answered. Then give them some key facts about your company that will create impulse, 99% of the Fortune 500’s do business with us, etc…state some factual example that will stay with them, use your final 30 seconds to create a lasting impression.
Make your words count, and keep your presentation down to only the most important details. Try keeping your presentation to 8 minutes using a few highlighted points of wisdom. Connect with a few stories to create a meaningful experience and to humanize your product or service.
Sharing stories of third party endorsement is always a great way to build credibility. Most customers prefer to consider what neutral others say about your services than what you say about it since you stand to benefit from sharing only the positives. A great formula to adopt is “Situation, Solution, Success”: their problem, the solution your product offered, and how did this achieve success for the third party. Make a list of satisfied clients and call them to ask for a testimonial or endorsement. Have them tell you what works and what was most helpful for them, and then if you can, record them saying it.
Go over what the customer can expect from the implementation. They need to see the steps, hear the steps, and understand how the product training will go. If applicable, describe the followup support as well. This will make them feel more prepared and more knowledgeable, which reduces fear of change and ultimately makes them more comfortable.
Stand out. If you sound like everyone else, you will discover prospects don’t remember you. Design your sales presentation so that it can be repeated. Pause before and after main points, speak slowly enough to be understood, read marketing materials for key words (typically they are the highlighted bold words in marketing materials), and sparingly use those key words like garnish. Don’t overdo it, just a little for emphasis.
Find out what your prospect fears so that as you learn more about their experiences, you can validate them and present your product as a solution, reassuring them how and why their fears won’t come true when they work with your product. Some people have had very bad experiences, so listen to them to gain trust. Never negate their experiences as if they are not important or valid; this is a quick way to lose their trust. Be present and care about their experiences. Remember, they are the hero, and you are here to help them fight the dragon of their fears.
Anticipate objections or concerns. Ask a lot of questions. Ask before telling. Control the direction of the conversation. When buyers ask questions, it’s a buying sign, as they wouldn’t ask if they weren’t interested.
When finished with the presentation and questions, ask them what needs to happen for them to take the next step today. Make price reduction the last resort to push for the day-of sale. If they say they need more time, then review quickly and make an appointment for when you will return. Preemptively have two or three days and time options available so you can ask, “What day and time works for you? I have Thursday at 10, next Monday at 2pm, or Tuesday at 10am available”.
When you return, make time for a quick review and answer any additional questions. Listen attentively to them, and then when everything is settled, go for the close. Always be prepared with any materials or information you need to have ready for the next step. If you still need information from the client in order to fill out the contract, then get that information while you’re there. Don’t wait. Anything you can get while with the customer in person is best, that way you have fewer delays. Keep that relationship growing by continuing to communicate, and you might find you really like your customer. I’ve made a habit of focusing on my relationships with customers I really like. It makes selling a lot easier when there is mutual care involved.
Buying cycles aren’t always the same as selling cycles. Prospects may not have room in their budget for what you’re selling for another six to twelve months. If they remember what you said and it was of interest to them after the presentation, they will remember you when it’s time to buy. Keep note of when their budget is going to allow them to buy and contact them in advance. For instance, for a product that takes 3 months to sell, contact them 4 months in advance. Remind them who you are and set up a meeting right away. Go back to your notes about them from when you had the presentation and continue to build the relationship. Spend the extra month doing extra fact finding to make the process and implementation easier. You are ahead of the competition, but don’t get complacent because they may be right around the corner.
Always do what you say you are going to do. This builds trust and makes you a trusted source of information, products, and services.
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