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Closing Sales in Today's Economy
by Tom Hopkins
December 2009 Newsletter
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While other salespeople waste their days complaining about their lack of sales, true professionals are busy. In fact, they're too busy to pay attention to the nay-sayers.
What are they doing? They're serving the needs of their existing clients, getting referrals and closing new business.
How can that be when the economy is in a slump? It's simple. Activity breeds productivity. Champions may feel the affects of a downturn in business, but it doesn't affect the level of service they provide. Rather than dwelling on the bad and sad news, they're seeking opportunity in every news story...in every conversation...in every client contact.
Stop right now and review the list of your top 10 clients. When was the last time you spoke with each of them? If it's been more than 30 days, you stand the risk of losing them to the competition.
It's a fact that those companies who keep training, keep busy, keep connected, keep advertising, not only fare better during challenging economic times, but they exceed their competition's sales by as much as 50% as the marketplace improves. That's because their competition is pulling back. Training budgets have been cut. Advertising budgets have been trimmed. Too many companies retreat so far that some of their clients wonder if they're still in business or going to make it through. When clients start to wonder, their interest starts to wander. They're primed for you to catch their attention and earn their business.
Wouldn't you like to see a 50% increase in sales over the next year? Then get busy. Make a commitment to contact every one of your existing clients during the next 30 days. Ask how they are doing. Find out what they're doing to conserve financially or to generate new business for themselves. Show them that you care...that you are still there, ready and waiting to provide them with a high level of service. Wish them happy holidays and a prosperous New Year.
If you have too many clients to contact directly in 30 days, reach out to your top 10% in person. Send the next 15% a personal note or letter. And at the very least, email the rest. Even better, contact each of your clients in the manner in which they prefer. Some people prefer email contact so they can respond at their leisure. Others prefer the personal aspects of a phone conversation.
Include in every conversation or contact these words, "What can I do for you today?" Always offer to give first...ask later. When the time is right for you to ask for something ask first for their continued business; second for referrals using our 6-step referral process. If you do both on every contact, you'll soon be closing more sales...even in today's economy!
Learn exactly what to do and say to close more sales this month!
TIMELY TIP
Good Service = More Sales!
Prospecting and acquiring a new client takes five to ten times more effort than keeping a present client or getting a new one from an old one. A Wall Street Journal/NBC News poll asked more than 1,500 consumers how often they made purchases from businesses that have excellent service but charge higher prices. Seventy-five percent replied either sometimes, most of the time, or all of the time!
Clearly, one of the best ways to keep clients aware of you is to provide superior service. You may not know how to fix a radiator leak or rewire a generator, but you do know how to pour a cup of coffee, provide a sympathetic ear, look into a situation, and prove that you’re committed to your clients’ needs.
Listen to more simple selling solutions on our "How to Master the Art of Selling Anything" CDs.
CLOSE OF THE MONTH
The Alternate of Choice Close
The Alternate of Choice question is usually used to get a date or time commitment to visit with a future client. It can also become the most simple close you have ever used. The Alternate of Choice is a question with two answers — either answer is an agreement. The key is to give two solutions that both lead toward the sale.
Phraseology: “John, you’re really a whiz on that new copier today. Would you prefer to train your staff yourself, or shall we provide the training?”
Either way, he needs the machine to train on, doesn’t he?
“The way I see it, Mary, the only real decision we need to make today is how soon you can start reaping the benefits of our fine service. Shall we schedule our people out here tomorrow, or would the next day be better for you?”
Once it’s scheduled, it’s sold.
“John and Mary, would you prefer to make a 5% or a 10% deposit to make this lovely home yours today?”
Either way, you get a deposit and can present an offer to the sellers.
Don’t just think of the Alternate of Choice as just a questioning strategy. It can also be a close!
To increase your closing ratio, own "Sales Closing for Dummies" the most comprehensive compilation of Tom's closing strategies.
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