It’s a phrase salespeople love and hate — closing the deal, or making sure the customer signs on the dotted line and the sale processes. On the one hand, closing the deal can be an empowering feeling, but on the other hand, it’s easy to feel defeated after a few misses. If you’re someone who feels as though they have a hard time sealing the deal, we’ve identified a few common problems and offered solutions to consider as you overcome these obstacles and grow as a sales leader.
Your Leads Aren’t Targeted Enough
If you were to ask any sales team what their biggest problem is overall, they’d most likely have something to say about the strength of their leads. In fact, approximately 40 percent of sales teams say prospecting is the hardest part of their job, according to HubSpot. That’s because a lot of leads end up being dead ends; however, changing up your lead structure could give you a better chance of landing conversions.
First and foremost, most would agree that the best leads come from those in our immediate network, since we relationship-build with them most successfully. If you aren’t already working to branch out from your established network through referrals and word-of-mouth with your friends, family, former colleagues, and other associates, it’s time to start setting up some introductions and exploring networking events and opportunities. You don’t have to be overzealous or pushy in your approach, but you should let those around you know about what you do and how it could benefit them; always offer the opportunity to work with you.
Beyond our warm networks, another aspect to consider is the quality of your cold call leads. While it takes a little more effort to effectively target those you know little about, investing time into research will pay off more than just cranking out a huge call volume. Take the time to identify cold call leads that at least fit your target audience or ideal customer persona, cutting back on the quantity of leads you approach and increasing the quality of the calls you make.
You Haven’t Found Your Balance Between ‘Pushy’ And ‘Persistent’
One thing that separates the good from the great in sales is mastering the art of being persistent, but not pushy. We hear all the time how we should follow-up early and often, but it’s less commonly noted how you should go about making those contacts with tact. According to Get CRM, 80 percent of sales require at least five follow-up calls after a meeting, but when should your sales reps be making those five calls?
To successfully find the balance between persistent and pushy, you need to put yourself in your customers’ shoes — how much time would you want or need to make a decision about purchasing? What questions might you have about the product or service? What pain points would you be concerned about, and what would your potential reasons be for passing on the sale?
Developing empathy can help you anticipate your customers’ needs, increasing the likelihood of conversion. If you’re busy focusing on sales quotas and commissions, you aren’t focused on solving the consumer’s problems with your product or service, and you’re going to come off as pushy. Make the follow-up process feel as natural as possible, by learning to identify with and relate to your customer as a person, not a potential sale.
Your Brand Isn’t One People Want To Associate With
Although it’s sometimes difficult to admit, a big reason some potential customers aren’t responding is because your branding is lackluster or problematic. According to a survey posted by Vision Critical, respondents stated that authenticity was the top quality that attracted them to a brand. And who can blame them? A brand is an extension of self, and people will only choose to work with brands that are reflective of their values. If your brand doesn’t fit the criteria for your customers, you aren’t going to attract them to your business.
You Don’t Have Enough Blog Or Social Content
Finally, updating your social media and blog often is a surefire way to gain legitimacy and traction with your customers, as 80 percent of purchase makers would prefer to learn about a company via their blog than traditional advertising, according to The Marketing Blender. People want to learn about your brand, its opinions and insights, and even who you are and what you’re up to as the leader of the company, and that’s something your business should embrace. Although it can be tedious to keep up with creating content across multiple platforms, make an effort to keep up with your online communities a little more. While it might seem like a lot of work now, you’ll probably end up being thankful you invested the energy into it down the road.
What are some practices you changed to start landing more sales? Comment with your tips and tricks for closing the deal below.