Selling is a lot of hard work:
The digital technology explosion over the last 10 years has completely transformed the sales process. People who need to sell are under more pressure than ever before as they adjust to nail the story and master the technology.
Smaller teams, especially scrappy ones at startups and scaleups really feel it. And more people are finding aspects of selling are creeping into their jobs too. Being able to close a sale involves strategy and patience. Here are four habits that highly successful Closers rely on to consistently bring in new business.
1. Closing begins at the start of the pitch:
Highly successful salespeople know that the close begins at the start of the pitch. From the first call with a prospective customer, a Closer strives to understand their challenges, goals, and plans. From day one, they position offerings in a way that’s most compelling for their prospects.
2. Great salespeople work with prospects:
Closers work to make sure a sale will be mutually beneficial and they define their customer’s decision criteria early on. They don’t just rapidly fire information and hope the prospect will bite. When it does come time to talk about pricing, a highly effective salesperson is armed with the information they need to make a compelling recommendation that works for the customer.
3. Highly effective salespeople communicate the purchase process:
Closers define steps as soon as its appropriate. Is there anyone else involved in the sign-off? Is there a legal review process that will add one or two weeks to the deal’s timeline?
There are also some sectors where its normal for a prospect to be required to consider a certain number of vendors, like in government. Do you know if your potential customer operates in one of these sectors? By defining and clearly communicating the purcase process, highly effective salespeople are not only managing customer expectations, but are working to keep a deal moving along.
4. Know when to go for the Close:
Winning new business doesn’t comprise of just one final close. Instead is a series progressive wins from asking for a second call, a meeting, or a presentation — highly effective salespeople have a close in mind for every touchpoint they have with a prospect throughout the sales process. A Closer can also tell its time to ask a pospect if they are ready to buy once are certain all requests have been met.
And finally, knowing when to go for the close includes knowing when to walk away too. It’s important to remember that at a certain point, the drain of accomodating a troubled deal will exceed the benefit of bring it in.
If prospect is demanding an unreasonably deep discount, unrealistic implementation terms, unfair payment terms, or anything else that would cause a loss for your business, confidentially know when it’s time to walk away. Prospects that are difficult during the sales process, rarely transform the day after signing into your easiest customer.
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Cambridge MBA | Marketing Consultant | Speaker | Author | Ghostwriter