Selling is essential, and sales are the lifeblood of any company. Good selling solves problems, propels markets and builds value.
But I’ve never been a big fan of terms like “closing a sale” or being “a closer.” Closing sounds restrictive, excessively dominant, and single-sided.
Instead of “closing” I like to think about “earning” a sale. It’s a more even exchange of value, more collaborative, and more beneficial for everyone involved.
Clate Mask is the CEO of Infusionsoft, the widely successful sales and marketing platform used by thousands of companies worldwide to create and track sales and marketing campaigns.
Here are the highlights of the article he recently wrote for Inc. magazine on“How to Close a Deal Like a Boss.”Though he talks in terms of “closing,” he makes some very clear points about how to “earn” new business:
Eliminate risk. When making a significant buying decision most people weigh the risk of spending hard-earned money vs. the perceived value they will receive from the product or service. But if you can eliminate, or at least mitigate that risk as much as possible, you are in a much stronger position earn the business. Some practical ways of doing this are offering a trial period, special promo rate or other value-added bonus. It simply puts people at ease.
Overload on value. This goes hand-in-hand with eliminating risk. If you can continue to add value without raising the price, you’re nearly making it impossible for them to say no. One of the best ways to add value is by offering (and delivering) service and support above and beyond what your competitors are willing to do. This provides your potential buyer with the belief (and proof) they are getting a fantastic value.
Provide social proof. Testimonials from customers and others in the industry are often the final piece of the puzzle in earning new business. Make sure to know up front who you will refer a buyer to for that social proof.
Confidence and believability are hugely important in the closing – earning! – process, but don’t forget the tactics above.
Have a great week.
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