Why you're not closing sales
Just to get right to it, it’s really two things:
You don’t ask. (No, you don’t)
You make the buying too hard
Ok, let's break those down further.
You don’t ask
Recently I’ve been on the buying side of a few items and one thing that is painfully obvious to me is that almost no salespeople ask. They expect or wait for the buyer to ask themselves. That’s a failed model. The 1% ask.
In other words… “great Tom, so based on everything we've gone over, do you want to get started with this?” – that’s an ask.
Or “Tom, I will send over the agreement and just need that e-signed to get started, can you have that signed and back today?” – that’s also an ask.
Instead – sales folks basically cover benefits or answer questions in an order-taker fashion and then do nothing. They wait for the customer to buy or ask themselves.
This can easily either 1. Lose the sale or 2. Make it take waaaayyyy longer than it should.
Start asking. 100% of the time.
You making buying too hard
Buying should be simple. Seamless.
Remove all the obstacles to buying. I dealt with a company recently that required an online inquiry and then I needed to get on the phone and go through some non-sense etc when all I really wanted was to pick the service and buy right now. I knew what I wanted and was ready to go.
The whole process could have been done online in minutes and it would have been much better from my perspective, the customer.
The company did a good job on everything else but the buying process was more complex than needed.
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” – Sam Walton
Just remove all roadblocks connected to buying for the customer.
Dummy run the process yourself as the buyer and see if there are any obstacles that don’t need to be there.
Amazon dominates this with the “one-click” feature. It’s simple and instant.
Rework anything related to buying to make it intuitive and simple and fast.
Anything that doesn’t seamlessly flow, get rid of.
Make the customer's life as easy as possible which includes buying.
These two things will improve your sales close percent.
About Robert Cornish: Robert Cornish founded Richter in early 2008 to build an agency focused on communication strategies that support sales growth for business to business technology-related companies. Bootstrapped with zero capital in the middle of the financial meltdown, Richter went on to make the Inc 5000 list comprised of the fastest-growing companies in America five times. Richter made the Silicon Valley Fast 50 four times and the Entrepreneur360 award two times. Robert has been featured in Bloomberg Businessweek, Selling Power Magazine, Inc Magazine and IDEA magazine. He's been a guest speaker for ACG Los Angeles, IASA Summit, West Point and been interviewed for 33Voices, EnTRUEpreneurship Podcast and IDEA Magazine by Northwood University. In 2012 Wiley & Sons published his book, What Works, about the lessons he's learned while growing his agency from start-up navigating his way to a multi-million dollar agency. Robert currently owns four companies.
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