How to create the best sales hook
In my previous blog I gave you some insight into who and what are sales people and doing that “all important pitch.”
This week it is all about getting the fish to take the bait
Sales is all about convincing a person or getting interest in your product. Once you have the prospect hooked within a company you’ll most likely have to convince the rest of the key decision makers before signing and closing that deal. In most of these cases you will have to work your way up to the CEO of the company. I call this nurturing them. Meaning, you’ll have to win the jury, which includes the following stakeholders with the following questions.
- Does this make me more efficient, save me more time or make me more money?
- Will this make my department more productive and make me look better for a promotion?
- How much does it cost?
- What is required to implement?
Each member of this decision making jury thinks they’re the only person that matters, and they all speak different languages. When each of them evaluate your product, make sure you know how to speak their language and appeal to what their interests are in the same way you appealed to the CEO: highest risk and highest reward.
On a holistic level, the best way to gain approval of the jury is to answer their questions in a simplistic and visual way. The best way to do this is by creating a one pager, or a single page pitch.
Now that you have spoken to everyone, followed up on all your emails and phone calls, what do you do next??
When doing sales and pitching sales you should have an expected forecast of what is going to happen. Here is how to do what and how it works.
There are three activities in a sales process:
- Phone calls
The more you do the more sales you will make
How can you possibly determine a deal is 70% likely to close?
120 emails should net you +/30 of your targeted monthly revenue. If it doesn’t, then tweak and improve each month to improve on the quality of the messaging, meetings, or phone calls. Or, simply increase the volume.
When it comes to forecasting what the outcome may be, it’s important that you set realistic benchmarks. The reality of forecasting is that it’s a guess. That guess may be an educated one, but it’s still a guess.
Closing the deal
In a successful sales presentation, you eventually reach the point when it is time to ask for action, time to close that deal. Always follow up your sales efforts!
- You may not sell on the first visit or first time. Go the extra mile, make the second effort, and follow up your initial approach.
- Contact the prospective customer once again within three days.
- You can always reopen a negotiation with new information, new price and new terms.
- Keep your customer informed. Educate your customer to appreciate the benefit you offer and your competitive advantage.
- After making a sale, contact the customer within four weeks with a view to making the next sale.
- Follow up direct mail with a telephone call.