You may think that the end of the story is that the Leader makes a stellar presentation, and a sale—the “close”—is made. However, the prospect has probably already made a decision to grant the Leader the business, but a succeeding discussion will be required after the details of the quote are reviewed.
Even with this much due diligence, the Sales Leader does not win them all. This exact scenario could be played out a number of times and result in only periodic victories. In this hypothetical case, the Leader does in fact make the sale and, when the next meeting occurs, receives a signed purchase order for the materials.
The question here is, when was the “close” of the sale? Was it the signing of the purchase order, as most of us would think? Or was it actually the initial meeting? Was the close the fortunate timing of the phone call that earned the initial meeting? Was the close the quality conference during which the entire team was available to discuss the upcoming project? Was it the clarifying presentation of the bid or perhaps even the competitiveness of the price quote? The answer: all of the above. The close is not one moment of ultimate confrontation. It is a series of small successes that lead to the ultimate sale.
Time for Business So if closing really is a series of meetings and events, how do you secure time with prospective clients on a long-term basis? The best way is to conclude meetings by scheduling the next appointment.
The following systematic approach can help you improve your chances for scoring the next meeting.
- Listen carefully to understand a potential client’s challenges and reasons so that a follow-up meeting might be appropriate. Identify any opportunity to justify a mutually beneficial meeting with a prospect such as a business idea, a new industry regulation, a product idea, or a method of scheduling production more effectively.
- State a reason for a future meeting. Rather than ask the poorly phrased (and ubiquitous) question “What else can I do for you?” specifically state a reason for the next meeting. You can’t expect a potential customer to do your job for you. Use the phrase “We ought to meet because I have something that would truly be beneficial for you.” Then state what the purpose of a follow-up meeting would be.
- Schedule the meeting. After you have clearly stated the reason for a meeting, leave with a set time and date, which the prospect will be less likely to cancel than casual plans.
The reality of the “close” is that it has less to do with manipulation and tricks and more to do with sincere intention to help prospects and clients grow. When you keep that purpose in your heart, you’ll discover it is easier to schedule meetings and create an ongoing series of miniature closes that lead to greater confidence and systematic sales success.
