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Sealing the deal - 8 sales-building methods that work

When it comes to sales, the difficulty in finding new prospects – and effectively selling them on the benefits of a product or service – is only matched by the hurdle of trying to close a sale. It’s a challenging process, and persistence does pay off, but the following pointers can also go a long way in helping you to achieve your sales goals!

1. Oh prospect, where art thou?
There are a number of sources you can readily access to create your own list of prospects for direct mail or telephone contact purposes. Direct marketing and mailing lists from reputable sources are a convenient way to identify and obtain lists of accurate, targeted sales leads for your business. Another good prospect source is your current customer base – offer discounts, freebies, or other incentives to customers who bring you new business..

Once you have a list, it’s time to get the sales process underway. A good rule of thumb is to contact the bulk of your prospects first thing in the morning, or after 6 p.m. – many times, these calls will be more likely to be received by a decision-maker.

Remember to adhere to “Do not call” and “Opt out” rules (or other laws that are applicable) before engaging in any direct solicitation.

2. Ask – don’t tell.
A sales call is not the time to prove how much you know; it’s the time to find out what you don't know about the prospect – and what they don't know about you. Many salespeople use the sales call opportunity to educate the prospect about their product, service and industry, thinking it will stimulate interest. It is not your knowledge that sells, but how effectively you customize your knowledge to meet each of your prospects’ specific needs. If a prospect feels that you are providing information that doesn't apply to them, their interest is lost and they stop listening.

3. Ask the right questions.
The only way to uncover your prospect’s needs and expectations is to ask certain questions:

• What results are you looking to achieve?
• What is most important to you? Why?
• If you could eliminate two or three of your biggest headaches, what would they be?
• What factors do you consider when choosing a vendor?

Listen carefully to their response; ask more questions for further clarification if needed. By doing this, you’ll be demonstrating a genuine concern to understand their needs. Also, don’t assume what they already know (or don’t know) about your product or service. Instead, uncover any knowledge gap by asking: “Just so I don’t sound repetitive, how familiar are you with _____?”

4. Leave behind collateral sales materials.
Your presentation materials are designed to assist you in educating your prospects, and are a great sales tool. However, it's your job to provide the appropriate information that addresses the prospect’s specific needs and reinforces your selling points. Also, make sure that all leave-behind collateral has your company’s complete contact information, (phone/fax numbers, business address, Web URL and your email address). Don’t forget to collect their contact information as well!

5. Follow-up!
Following up with your prospective customers shows your commitment to building a solid relationship with them. Although you’re likely to encounter a lot of rejection, a few potential buyers will appreciate your determination and may even become your best customers. Plus, sales follow-ups are more cost-effective than finding new customers.

During a follow-up call or email, don’t put the customer on the spot by asking if they’ve made a purchasing decision; by doing so, you’re also assuming that they have all of the information they need. Instead, “sweeten the pot” indirectly – entice them with a special sale or promotion on the product or service they are considering, or let them know about a favorable customer review on a recent purchase of the same product or service.

Remember: your current customers can also bring in a lot of future customers, so it’s equally as important to contact them on a regular basis.

6. Deal-sealers!
Learn to recognize the signs that a sale is imminent; a prospect might indicate they are ready to buy when they start asking questions about the product or the buying process. Be careful not to respond to questions with a simple “yes” or “no.” Instead, answer questions with a question: “How long does delivery take?” “How soon do you want it?”

7. Ask for the sale with confidence.
Your customer is taking their cues from you; if you appear hesitant to ask, they may hesitate to make the purchase. Never give the customer the opportunity to say "NO". Instead, ask “choice” questions: “I could get this unit out to you the day after tomorrow for $1,200, or by the end of the week for $1,175….which would you prefer? Providing a specific buying scenario offers the prospect a chance to make an immediate decision on details that could otherwise hold up a sale.

8. Filtering Out Disinterested Buyers.
There’s no way around it – prospecting takes time and must be consistently performed in order to keep your sales pipeline constantly filled. However, try to avoid wasting your valuable time and effort with "tire kickers"— people who have no intention of buying what you’re selling. Tire-kickers seem to be interested in what you’re selling because they tend to ask a lot of questions, but if the sales process isn’t moving forward by the third follow-up, it’s time to re-evaluate your pursuit of a sale with the prospect in question. In other words, know when to say “when.”

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