Salespeople share a common goal: getting the dotted line at the bottom of the page signed. But when it comes to closing deals, there are various missing steps between receiving the lead and asking for the sale.
- What is the correct appearance?
- What observations have been made?
- How can I make a great first impression?
- How should I lead the conversation?
A mind set shift needs to take place by changing the mentality of “salesperson” to becoming a “problem solver.”
This mental shift will close the gap on the closing ratio by making a person indispensable to their industry through active listening and the desire to be a customer's solution.
Closing Deals Just Got Easier – Simply Follow These 5 Rules
Closing deals just got easier. Simply follow the five rules below and you'll be well on your way.
1. The “Correct” Appearance:
Many experts in outside sales wear the same attire for every meeting with a prospective client. This is great if you’re presenting to the same exact people every time.
However, most businesses have a very diverse audience. After all, no two people are alike!
In the property damage restoration world, I meet and interact with people from all walks of life. And I’ve discovered something pretty interesting about appearance.
For a brand with a diverse audience, three social classes exist in the marketplace based on household income.
If presenting a remodeling bid in a lower income community, being overdressed can make for an uncomfortable setting by displaying an “I'm too good for you” appearance.
Arrive to a higher-income setting under-dressed and this will display a lack of preparation or even sloppiness.
The solution is to research the demographics of the area and client (if possible) where the lead has been generated. Keep various outfits including t-shirts, polos, and long sleeve button down shirts with company brand displayed at your disposal. A quick change could make the difference between a job not sold and the client signing the bottom line.
2. Make Observations:
Observing surroundings is the first step in establishing common ground.
The greatest challenge: you have exactly two seconds to accomplish this.
View an item in the room that can be related personally and lead with a compliment.
Taking this initiative before discussing any business demonstrates interest and will begin to break down the wall barricading the client. As always, remember to actively LISTEN to what your customer is saying. If it is important to them, it should be important to you.
3. First Impression:
The manner of the client's response to the compliment will identify personality type, which you as the seller needs to match.
Rule of thumb: if the customer is happy and bubbly, so is the presenter. It's perfectly fine to act as an unenthusiastic seller so long as the client is too.
Remember opposites do not attract in the world of closing.
4. Cater to the Problem:
The “I've been doing this for 20 years and have all these certificates” just doesn't always come across as proficient as you may think.
Consumers reach out to companies for services outside of their area of expertise to address an issue or to develop an improvement, sometimes without even requesting credentials or qualifications.
Ask yourself, “what is the problem MY client is looking to solve and how can I become their support in this time of need?'
This is YOUR opportunity to separate the brand from other competitors.
For example, if a contractor is presenting a bid and the consumer expresses concerns about cleanliness, propose dust control measures that will be taken throughout the duration of the project. If the customer is worried about the cost, present “value” and not price. Therefore, by expressing the need for extending slightly above their budget NOW, they could greatly save money in the future.
5. Learning through Loss:
Closing ratios are rarely 100%, if ever. Losing a sale is your #1 blessing in disguise for future growth.
If the consumer decides to use another vendor and chooses not use your company, ask “is there a way I can improve for my future clients? Are there any concerns I did not address?”
This will either result in winning back the project or provide a crucial education on how to conduct a presentation differently to a client with similar needs and personality type.
Taking this constructive criticism to heart could lead to more sales in YOUR future.
After all, becoming their problem solver and getting that signature is our common goal!!
See that? Closing deals is easier than you thought! I'd love to hear how these tips helped you in your sales efforts–comment below, let's hear it!
About the Author:
Hunter Smith is a Division Associate at Paul Davis Restoration of Broward County and North Miami, Florida. He has been involved in property restoration since 2008, and loves helping others solve problems.