Most of us climb the corporate ladder, or build our own companies, because we're really good at our craft. But no one tells us we eventually have to become really good at sales or business development or whatever you'd like to call it.
Admittedly so, though, once you close your first deal, the adrenaline rush is hard to beat. But, on the flip side, it's equally disappointing if you don't close a new business.
Sometimes we're taught what to do and what not to do; other times we learn by trial and error.
Three Don'ts in Closing New Business
John Grizz is here to help. He writes the, "Three Things You Never Want to Do – If You Want to Close."
- Do not dump your marbles on the table. Never walk into a sales meeting and just dump your sales spiel. Have a conversation about you, about the customer/prospect, and what their needs might be. Avoid putting on a show about your product and service. By having a conversation you are personalizing the experience for your customer.
- Do not work so hard closing that you close the door. If a potential customer doesn’t buy or show immediate interest in your product or service, don’t write them off. You never know what sort of position they might be in (i.e. they may not have the money to invest or the timing might not be right). Instead, foster the relationship. Find things you can do to make them a part of your organization without having them pay to do so. Send them your monthly newsletter or invite them to attend a lunch and learn. Always remember timing is everything. The opportunity to strike a deal could happen at any time, so keep the lines of communication open.
- Do not be afraid to recommend someone else’s business or product. Your product or service may not be for everyone, so don’t force it on people – especially if it genuinely isn’t the right fit. Instead, recommend someone else’s product (if you know one). Not only will this build your credibility and respect in the industry, but as Grizz believes, if you put the best interest of your customer first, the money will come.
If you work proactively to better establish your relationship with your customers or clients, you will see consistent improvements in your sales and land new business.
Not sure how to do this?
Dru Phelps, author of How to Audit Your Performance: A to Z Tools sums up four essential rules in enhancing the customer relationship:
- Know thy customer;
- Align internal support;
- Measure feedback for results-based improvement; and
- Find your success story.
If you follow and apply these rules, your organization will benefit in the long run.
