"So that's what I have to offer you, Mr. Prospect. What do you think?"

"Well, Ms. Professional, I'd like to think about it."

"Okay, may I call you next week?"

Does this dialogue sound at all familiar? Yet another sales conversation is ending with a stall from the prospective client. Is he actually interested, or was that just a polite way to say no? What exactly is it that he wants to think about?

In the brief example above, the professional selling her services has made at least three mistakes:
1. She didn't ask the prospect if he needed more information.
2. She didn't recommend any action for the prospect to take.
3. She never asked for the business.

These are easy mistakes to make. When preparing for a telemarketing call or sales presentation, we often focus on the opening -- how to get the prospect's attention on the phone, or make a good first impression in a meeting. Then we list our talking points -- the features and benefits we want to be sure to mention. If we're experienced salespeople, or we've had some sales training, we also prepare a list of questions to ask prospects about their situation.

But the most frequently neglected element in preparing to make a sale is determining how you will CLOSE your presentation. The winning formula for turning more presentations and sales calls into closed business includes these steps:

Answer all their questions. Find out how you are doing by asking, "What else do you need to know?" Keep asking for and answering questions until they seem satisfied. Address any concerns that come up, one by one. Reassure them that you are the right solution to their problem by responding specifically with how you can help.

Recommend a course of action. It's up to you to spell out the appropriate next step. Assuming the sale goes forward, what's the first thing the client should do? Meet with you in your office? Schedule an initial meeting with the project team? Outline the requirements for the work you will do? Don't make them guess.

Ask for the business. Use a specific yes or no question: "Would you like to make an appointment?" "Shall I draw up a contract?" "Are you ready to go over the details so I can get started?" Don't leave this step out! Even if you know they will want to see a proposal first, are talking to other people, or aren't ready to make a decision, ask anyway. It's the only way you will find out how close you are to making a sale.

Whatever they say in response to this final question will tell you exactly what you need to resolve before your prospects will buy. The more specific your recommendation and request for their business are, the more specific their objection (assuming they make one) will be.

If you remember to follow these steps, maybe your next sales conversation will end like this:

"So that's exactly how my service can meet your needs, Mr. Prospect. What questions do you have?"

"Well, I think you've answered all of my concerns."

"Great! Since it looks like we're a good fit, our first step would be to schedule a planning meeting with the whole team. Are you ready to set that up?"

"Yes, let's do it next week."

Copyright © 2000, C.J. Hayden

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