How to Close the Deal, Convert the Relationship

Closing deals is about continuously converting sales relationships from prospect to long-term customer.

I don’t like the word close because it is synonymous with terminating, or ending. I want to convert and have the customer around for a long time. Helping you with other things in the future means additional business!

This blog continues our series on The 7 C’s of Successful Sales Hunting

Give a clear, timely CTA.

Converting is a process we go through at each step, each conversation, each communication because we have a very clear call to action.

I’m amazed at the number of salespeople who send out emails, leave phone messages and so forth, and there’s really no CTA and if they do leave a CTA, it’s not time sensitive—it’s not urgent.

If I really want to convert, I’m going to give you a CTA that makes you think, Ooh, I need to respond to that, because it is timely and urgent. Next time you leave a voicemail, or send out an email, ask yourself, is my CTA clear and is it time-driven?

Align your value prop with the customer’s desired outcome.

When I convert, it really comes down to this very simple thing: what’s my value prop, and does it line up with the outcome the customer’s looking for?

If I do this, I’m going to be able to close the deal. In fact, if I do this, it’s going to allow me to achieve the holy grail in sales—repeat business! Because the only good deal is the one that leads to the next one.

Less is more.

When you try to close a customer, are you being clear? Are you being definitive, or are you giving them a whole smorgasbord of options they may or may not need? If you are, you’re not going anywhere because a confused customer doesn’t buy.

via Achievement Hunter on GIPHY

Whenever I do a CTA, it needs to be about one thing, and one thing only.

If I can’t be clear to the customer, how in the world can I ever expect the customer to be clear to me? Remember, it may be clear in my head, but only because I walk it, breathe it, live it every day.

Never send a plan without legs attached.

How do you frame up the close? So many salespeople blow it because they merely email the customer their proposal. Don’t do that.

Never send a plan without legs attached. If I’m going to send a plan out, I’m going to make sure that I’m on the phone with you as we go through it. Otherwise, if I send the plan out, you’re naturally going to cut to the last page and see what the price is.

via Bounce on GIPHY

I never put a value proposition on the table without first sharing what the customer and I have agreed is the problem, the magnitude of the problem, the size of the problem, and how my proposal is going to help them solve that.

If I just put the price out, you’re going to be consumed by looking at the price. Whereas if I get you thinking about the problem you have, then suddenly the price no longer becomes the critical issue.

This is going to be the single biggest thing that’s going to change your close ratio. Nevertheless, you can’t put your value proposition on the table until you truly understand their needs.

Slow down to speed up the deal.

What I’ve found is you slow down to speed up the close.

Take your time framing up your proposal by sharing the problems they have and how your solution is going to help them. Suddenly your close ratio is going to increase dramatically.