In the world of selling, the close is the glamor phase of the selling process. That’s when you, as a salesperson, cash in on your efforts. It’s payday! There are countless books and tapes on how to close the sale. But there are four very simple ways, when used together, can dramatically increase your closing ratio.
Spike SanteeFour Keys to Increase Your Closing Ratio
Here is an idea for my friends in the car business or anyone in the sales field capturing new leads online. Digital sales tools may be a great addition to your selling tool kit, but don’t overlook the value of the human touch.
“I tried advertising once and it didn’t work”, is a common objection advertising sales people often hear when trying to establish a new relationship with a prospect. I write extensively about what an advertising sales person can do to ensure that the advertising they sell lives up to their expectations. But, no amount of good advertising will fix a bad business. The business must be prepared to back up the advertising campaign with the basic customer service necessary to convert the advertising into new customers.
Spike SanteeThe Advertising and Business Management Partnership
In 2003, Michel Lewis released the book, Moneyball: The Art of Winning an Unfair Game.
The central premise of Moneyball is that the collective wisdom of baseball insiders (including players, managers, coaches, scouts, and the front office) over the past century is subjective and often flawed.
You live in two worlds. The first is your personal world, the world of your family and personal life. The second is the business world, the world of your customers, your products and services. You’ve heard how important it is to leave your work at the office. “Don’t take your work problems home at night.” It’s not good for you or your family. On the other hand, you should not bring your personal world into your work world.
Your new customer, the one you worked so hard to sell, the one that loved their commercial, the one you were so proud of, just called and cancelled their advertising. You sit there stunned, speechless, wondering what just happened. Why did the customer, all of a sudden, decide to cancel without warning? Chances are your new customer found themselves in The Zone of Doubt and Blame.
The other day I saw a young man in blue jeans and a worn out polo shirt walking down the street holding up a small sign for a local business. The sign had a advertising message about what the business had to offer. I knew from experience that the business owner probably thought they were doing some affordable advertising, but what were they really accomplishing?
If you think advertising a discount price on your products and services is a good way to drive new traffic into your business, think again. You are about to commit an act of marketing malpractice that could be the first step to your company’s demise.