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There have been volumes written on moving a prospect through the decision-making process. And in spite of the psychology of the sale, the art of the deal, body language, subject colors, personality types animal equivalents and other neat "read your prospect" techniques - the common thread of success in closing a sale is persistence.
Ten to 12 Contacts
So if all these experts agree that persistence pays off then the question remains when is enough enough? It is generally agreed that with today's well protected, knowledgeable but cynical decision makers it takes an average of 10 to 12 contacts to move them to a decision.
Now I don't know how you feel about making ten or more personal contacts with a prospect, but I think for most people, unless there is a large contract or an awful lot at stake, ten contacts might be just a little excessive and I would think mighty tough to set up. So your challenge is to shorten this cycle, move your prospect to a decision then move on. Here are some tips on how to do this.
- Know your product. Usually this is a given, but certainly worth mentioning. You're the expert be the expert.
- Learn about your prospect and his company. Today most companies have a website. Learn as much about your prospect and his company as you can manage. It helps to understand your prospects and their business.
- Never be afraid to ask a question. Having learned about your prospect you can now ask about the most pressing business and corporate challenges. Listen carefully and shape your offer to their needs. Ask…then listen. Then ask…and listen again.
- Practice your presentation skills. If you use a computer build a brief, business like, to the point presentation. Combine this with a well-honed, professional performance and stick to the topic.
- Use endorsements. If you have resolved similar challenges for other companies use references and endorsements as part of your presentation or as printed letters or case histories.
- Keep the communication line open. When you contact your prospects either by phone or by email…have something to say. Send them information pertinent to their industry or success stories on your company.
- Request feedback. Ask your prospect what their thoughts are on your product or service. Be sure they understand your offer and how it can help ease that corporate pain. Prospects see your offer through different eyes and don't always understand what you take for granted. Appreciate their point of view.
- Silence is your friend. We've all heard stories about asking for the order then keeping quiet while the prospect is forming an answer. You don't get penalized for silence. Let your prospect think.
- Make some concessions. "Would you give me a chance to set up pilot project so your company could try our product/service?" "As a new client I would like to offer a discount for your first 90-days." Without giving too much away, offer special terms, on pricing, delivery, warehousing or distribution. This type of arrangement can often make the difference between a no sale and a long-time customer.
Now it might just be a little overwhelming to use all of these tips with your prospect in your first meeting, but by using them discretely you are bound to get what you want in a whole lot less than ten to 12 contacts. Good Luck.
Rod Feller, Editor/Publisher
Editor/Publisher Rod Feller has front line experience when it comes to selling products, services and ideas.
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