Our articles typically focus on marketing, the process of generating leads for your business.
But leads are only valuable if you can convert them to sales. So over the next months we will occasionally venture out and discuss the important step that comes after your great marketing campaign: closing the sale.
So let’s say you’ve rocked your presentation. You’ve shown the potential client that your product or service is unique. You’ve identified the customer’s problem and clearly explained how your product or services solves that problem. You’ve earned their trust and answered their questions. So now you’re ready to close the sale.
This is where so many sales people fumble. And most of these fumbles come from fear. This could be fear of failure, fear of the “no”, fear of being seen as pushy, or fear that they don’t really have the best solution.
So how do you get over the fear that holding you back from a flawless closing?
Well do you remember your kid’s first day in kindergarten? It was pretty scary stuff for them when they were dropped off that morning. But a month later? “Recess was awesome and you wouldn’t believe what Billy did in class today and Suzy said that… “
So what was the difference?
The best way to overcome fear is experience. It’s true for kindergarteners and sales people alike.
If you have already done something 100 times, doing it time number 101 isn’t that scary. So ultimately Nike is right: Just do it. Well, mostly right. Your sales slogan should be just do it again and again and again…
Set a Goal. Perhaps your goal is that by the end of this month you will directly ask for the sale during closing meetings with 15 potential customers. Choose a number that is challenging – you should have a bit of butterflies – but not paralyzing.
Track It. Create a chart and keep it on your desk. Then each time you make the direct ask, check it off on your tracking chart. Make it a game and get to the end as quickly as you can.
Repeat. At the end of this month make your goal for the next month and track it in the same way. One more month, that’s all. Then you’re done!
If you are aggressive, I promise that within this month and a half process you will get over your sales fear and your closing rate will sky rocket.
