Strategies for Winning *
Cut Your Sales Cycle by
Half
Would you like to save time, shorten your sales
cycle, and close a larger percentage of first-time appointments? This
sales technique requires no time or effort to implement, and it will
dramatically improve your success rate.
First, let us take you back to a sales meeting from
your past. You met a prospective customer for the first time on
a Tuesday, and absolutely everything went as planned. You effectively
engaged the prospect; everything clicked personally; your discovery
process uncovered her needs clearly; and you discussed an outline
solution that excited her. All in all, the call could not have gone
better. You agreed with your enthusiastic future customer that you
would summarize the discussion in a proposal within days, and call to
follow up a few days later. Sounds like a perfect meeting, doesn't it?
Sounds like you got another sale!
You returned to the office, the clock now ticking.
Since you didn't have a busy week, you started on the proposal on
Wednesday, and you mailed it on Thursday. No point calling Friday –
she would not have had a chance to absorb the proposal yet, so you
decided to wait until the next week.
The next Tuesday, you left your first voice mail.
Several voice mails followed in the next few days. By Friday, now some
10 days since your meeting, you breached the voice-mail defenses and
actually got your prospect live. She had a "chance to glance through
it but not really give it the attention it deserves" (you know she
hasn't even looked at it yet but that's OK) and requested that you
call early next week to follow up again.
Monday would look too desperate so you waited until
Tuesday to call again. Another week went by. You finally got her on
the phone again, and this time your once enthusiastic prospect sounded
anything but enthusiastic. Nowhere near as excited as when she
suggested that you prepare the proposal! This time she told you she'd
"get back to you" and as time passed by, your
prospect slipped away, never to be heard from again.
What happened? You fell into the biggest
trap in sales. You wandered unwittingly into Death Valley – that dry
zone that stretches from the first contact to proposal follow-up. All
around are the bleaching bones of the countless millions of
salespeople who preceded you. Another thin-on-the-ground opportunity
bites the dust.
The conventional wisdom in selling suggests that
this is an unavoidable consequence of selling – one of the elements in
the "numbers game" that you just have to learn to swallow. Not
true!
A Simple Solution
Make one simple change to your sales call right now and you can fix
this problem forever. Every single time you meet a prospect, make the
next appointment before you leave. That's it – simple but highly
effective. Suppose it's your first appointment and you have agreed to
prepare a proposal. Don't leave without looking for an appointment to
meet with the prospect again to bring the proposal back in to talk to
through, within days if possible.
There are a couple of
possible responses when you try to set the next appointment for a few
days later.
1. The Prospect
Agrees
You are already winning. For a start, you've qualified
the prospect's interest. If he is prepared to meet you again, his
interest looks genuine and you have immediately hacked a few weeks off
your sales cycle. Also, your positive initial meeting won't have time
to slip his mind. When you next meet, he remembers why he was so
enthusiastic about what you had to say, how you planned to meet his
pressing requirements, and why he asked you to prepare a proposal.
What salesperson would not close more of those deals than the Death
Valley specials above?
2. The Prospect
Declines
"You know, the rest of my week is just completely full." You suggest
early the following week, but "next week is even worse." She suggests
that you "simply mail in your proposal." It seems now as though she
does not want to solve the problem you recently discovered. Maybe you
haven't uncovered her real issues and proposed a satisfactory
solution. Or perhaps she is not the decision-maker. Or she doesn't
have the budget. But even this is good news, because now you have
information you did not previously have. If you feel you have got the
right person, right requirements, and an existing budget, then you can
flip back into the discovery process and try to recover. If you've got
the wrong person, then you can probe for the right one and start over.
If it's simply a hopeless case, then slap yourself on the back – you
just saved yourself the time, energy and effort, and the
disappointment of eventually watching another one bite the dust! Now
you can spend your time on more worthy prospects.
You gain information, clarity and time when you ask
for the next appointment during the current appointment. Implement
this simple change to your sales process right away and soar over your
competitors' bones in Death Valley.
* From the book 40 Strategies for
Winning in Business by Bud Haney and Jim Sirbasku. © S&H
Publishing Co., 5205 Lake Shore Drive, Waco, Texas 76710-1732. All
rights reserved. Contact S&H Publishing Co., (254) 751-1644, for
reprint permission.