Sales is a numbers game, right? In sales, this is something you are constantly told, typically followed by the need to get more opportunities into the pipeline. This roughly translates to the more opportunities that are in the pipeline, the more business that is likely to close. We do not disagree–sales is a numbers game, but there is another way that game can be played, and that is increasing the close ratio. Here’s the thing, we disagree that the numbers game should always be pushing for bigger pipelines, as it eventually leads to employee burnout and puts unnecessary stresses on your account base. Working to increase the overall close ratio actually creates a more efficient sales team and leads to happier sales reps in the long term. It also has an interesting side effect. It gives organizations the ability to grow their teams in order to grow the pipeline, and it lowers the stresses due to employee turnover as a result of burning out. In this article we’ll share some simple tips that can easily increase your sales close ratio.
To create a more effective team, the first action many companies take is to go directly to organized sales training processes such as Sandler, Miller Heiman, Dale Carnegie, and others. Not a bad route to go, however they all have their special focuses along with their own strengths and weaknesses, and in some cases create an almost robotic workforce (which no one wants, Following The “Sales Taught” Process Isn’t Always A Good Thing). We’ve actually learned, over time, that a combination of the different sales methods works best and gives a team the ability to be more agile and think on their own. Also, these types of structured training tend to be one-time events, and we always encourage continuous learning and development, regardless of how senior the rep (or manager).
Sales is a game of numbers, and at times it truly is the small details that matter, as there are several opposing forces working against each and every deal. Anything from competition, budget, busy schedules, and competing priorities can sideline a deal at any moment, and they do (all the time). When it comes to increasing a close ratio, it is important to focus on the details, as it is the details that truly matter and will get those few extra deals to close. With all of the said, here are a few tips for a more effective sales process:
92% of sales is done via the phone, so it is important to have proper phone etiquette as there is nothing that can turn off a prospective customer more than a call that was painful to have.
- Avoid speakerphone – Unless you are hosting a call with multiple people on the line, do not use the speakerphone. We find a few issues with use of speakerphones. Typically, speakerphones create an echo or can make voices too loud (or too quite), ultimately leading to difficult-to-hear discussions. Also, speaker phones are usually structured where you can either talk or hear, and not both at the same time. This leads to constantly talking over your prospect or missing important cues that they want to ask a question.
- Do not talk over people – Unless absolutely necessary, do not talk over anyone on a phone call. It is not only considered rude, but you can miss critical information that your prospect might be trying to share. If done enough times, it will ultimately turn off your prospect.
- Always use the 70/30 rule – This means your prospect should be doing 70% of the talking, and you should be doing 30% (yes, even in demos). If you find that you are doing most of the talking, stop immediately.
Almost all sales are a result of at least one meeting (and in some cases, several). This essentially means that the way you and your team represent yourselves during those meetings will directly impact your ability to close more business:
- Send a proper meeting invite – One of the most overlooked items of any meeting is the actual invite itself. Think about how people typically view their calendars and you’ll realize the subject line is the only thing they see. Believe it or not, there are still people that will set up meeting invites with a one-word subject line that means nothing to the prospect. Instead, we recommend a subject line that looks like this: 3SixtySMB | Client Name Review and Feedback of Proposal – Friday 9/8 @ 3pm Eastern… This clearly shows the prospect who they are speaking with, why they are speaking to them, and when. Also, if sharing with internal team members, it serves the same purpose. The invite body is just as important, as you want to clearly state the agenda for the meeting along with dial-in or WebEx information and copy any relevant documentation. This all makes it super simple for your prospects to organize themselves as they hop from meeting to meeting.
- Do your homework – Never go into a meeting blind… Take time before a meeting to review relevant information such as website, social media pages, individual LinkedIn pages, financial reports, press releases, notes, and any other applicable information.
- Join the meeting 3-5 minutes early – Always dial in early. Not only does it show you have respect for your client’s time, but it also allows you to address any issues with a dial-in or WebEx which always happens to pop up at the most inconvenient times.
- Do not book back-to-back meetings – Meetings always run over, and you are just asking for trouble when booking back-to-back meetings. Always allow for at least a 15-minute buffer if possible. If a back-to-back meeting is unavoidable, use a different dial-in for the second call. That way if a call goes late, you don’t have people popping in as you are trying to end your call.
- Use group chat – When possible, use a group chat with your internal team members. It allows for back-end strategization on the fly during discussions, keeping everyone on the same page.
- Start with a proper agenda – Take care of roll call, introductions, meeting summary, and open questions before getting started.
- The most important part of the meeting is how you set the stage, ensuring that everyone is on the same page on the reasoning of the meeting. Too many times people skip this part, only to find out 30 minutes into a meeting that the reasoning behind the meeting changed on the client side or they had a piece of critical information missing that changes everything.
- Also, if it’s a smaller meeting, try building a bit of a rapport before hopping right into things. A little bonding goes a long way!
- Actively listen – There is a difference between listening and actively listening because there is a big difference between “what people say” and “how they say it”. Sometimes the nuances are in the way something is said, and those small nuances can be the difference between a won or lost deal.
- Be present/listen – Seriously, too many people forget the simple concept of being present and listening. Some believe they are listening, but they’re too involved in jotting down notes, or thinking of their next question and are really not present. As a result, they miss things… and nothing will annoy a prospect more than someone that isn’t paying attention to what is being said and they end up asking questions that were answered previously in the conversation.
- Take detailed notes – Part of listening is taking notes, lots of them… Many believe they can simply remember the fine details. However, after a few hours, those details can be forgotten. These are the details that can make the difference between winning and losing a deal. And of course, don’t be afraid to share these notes with co-workers. This goes back to doing your homework; note-taking and sharing are extremely important to ensure everyone has the most relevant information and is on the same page.
- Never make assumptions – Too many make assumptions, and those assumptions lead to lost deals. These are assumptions such as believing you know what the client wants, the right people are on the call, budget, and decision-making process… the list goes on. Never make assumptions, and always ask questions to understand unanswered details. Your prospect will respect that you are trying to understand their process, and if they are dodging questions, be wary as that is a sign something is not quite right.
- Clear next steps – This is a big one… Never, ever end a call without clear next steps and a scheduled call! Nothing kills the momentum of an opportunity more than not having a scheduled next step. People are busy, and your sales opportunity, unfortunately, is not their top priority–almost anything can happen once a call ends. Without a scheduled next step, there is no guarantee you’ll get them on the phone again.
- Summarize – Do not forget to summarize what was discussed in the meeting and ask for confirmation. We all hear different things at times, and it is critical to make sure everyone is on the same page before leaving.
Proposal and Contracts:
- Timing is everything – Don’t sit on the paperwork; get it out the door as soon as humanly possible. During the call, if they give you a deadline of Friday, you get it to them by Tuesday morning. Getting the paperwork out the door early shows that you are on top of your game, but it also combats other outside sources such as buyer’s remorse, competition, or just shifting priorities. Many deals have been lost by one day, just because someone changed their minds due to budget cuts, someone quitting, or a change that was made in corporate priorities.
- Get their information right – Ensure the company name, logo, address, and their name are all written correctly.
- Proofread – Typos or mistakes happen, however, ensure you do everything possible to send out paperwork that is clear, consistent, and typo free.
- File name – Do not just use the file name “proposal” or “contract”–believe me, people do it! Instead, similar to the meeting invite, make the file name something that is self-explanatory. As an example: 3SixtySMB-ClientName-ProjectNameProposal-9-8-2018v2…. This example is very coherent, searchable, and gives a clear understanding of the version.
- Email subject lines – Again, we have seen people send along agreements and proposals with one-word subject lines. Be clear and concise. Example: 3SixtySMB | Client Name – Proposal for review and signature. With a subject line like this, there is no mistake to what this email is for and it also makes it searchable within an inbox. (searchability is important as, in some cases, people get 100’s of emails and files in a week, so you want your information found easily).
- Email body – Keep it simple, but do not make it a one-liner… Now is not the time to write a novel, but do spend time explaining the content of the attached paperwork in a summarized fashion, always thanking them for their time, and detailing next steps. We also highly suggest asking for a confirmation of receipt… If they confirm, there is no question that they received it, but if they do not confirm, it gives you another non-salesy follow-up item with them.
- Timeliness – Whether you are following up on a simple request or something from a meeting, it is extremely important that items are sent in a timely manner. Again, similar to what we mentioned around paperwork, timeliness of follow-up items shows that you are on top of your business. No one wants to work with someone that takes days to get out simple items in the opportunity phase. If this is how you treat your prospects, how are you going to treat your customers?
- Be respectful of their time – When you’re selling, you are on the client’s time, period. As much as we would all like to think that clients need “us”, at the end of the day, they don’t! There are countless other ways of solving their problems such as competition or DIY. This is a serious infraction most management make as they push their sales teams. We’ve seen, in some cases, management pushing their reps for daily or hourly updates on contract signature, and as a result, you have a rep reaching out to their prospects almost hourly. Nothing will piss off a client more! Instead, during your meetings with the prospect, work to get a clear understanding of their approval process, as they typically will share timing and other details with you. Again, if they do not, there could be something up!
- Do not follow a dead deal – Too many reps get stuck on that one deal that should have closed, but for whatever reason, it hasn’t. Always do your best to get a yes or a no answer. Too much time can be wasted on a deal that will never close… A great trick if you haven’t heard from a prospect in a while is a “Break up email”–8 out of 10 times, you’ll get some type of response.
- 4 of 5 touches should be non-sales related – Pretty much no one likes to be sold to; they find sales people too pushy and typically tune them out. A way to break the cycle is to ensure you are finding other ways to add value to your prospects. We typically suggest sending something educational on the space, updates on the industry, or a congrats on a recent award. Anything to help make a stronger connection and add value.
- Social connections – This goes along the lines of the 4 of 5 touches rule: ensure that you are connecting with your prospects on all social channels. It gives you another level to connect with your prospects and can help get more education and brand awareness to them in a non-direct way. We recently published an article on this: What is Social Selling Really, Six Tips to Social Selling.
- Constantly keep in contact – Always work to keep in contact with your prospects… it goes along the lines of the 4 of 5 touch rule. As at the end of the day, if you are not top of mind and educating your prospects, someone else is! And when they are ready to pull the trigger, guess who they are going to move forward with?
- Create a follow-up process – Many deals are lost simply because the rep didn’t follow up after sending the paperwork. Ensure you are respecting their time, but ensure you are staying on top of the prospect and process… Also, if a prospect “tables” a project for a few months, don’t forget about it. Keep in constant contact with them (4 of 5 touch rule applies), and in the timeframe they recommended, ask about the project.
- Respect the prospect – There have been many times, after finishing up a call, where I’ve heard someone disrespecting a prospect… What is even crazier (I’ve personally seen it happen), is when they start disrespecting a prospect while forgetting to mute their line or hang up properly. Regardless of whether they can hear you or not, your emotions come through in your communications. Treat every prospect as if they are an absolute must win!
- Fire your prospect – Yes, we did just say treat every prospect as if they are an absolute must win. However, there are occasions where a prospect can and will waste your time. You’ve tried almost every angle and you’re still getting nowhere with a prospect, but they continuously demand more of you. Eventually, it is time to cut bait and move on as some people will always waste time and never buy.
- Lose gracefully – Just because you lost a deal, it doesn’t mean you’ve lost them forever. Amazingly enough, they can and will come back at some point down the road. We recently published on this: Take A Sales Loss Gracefully
- Multi-task – No, we do not mean sitting on a conference call while sending emails. We mean ensuring you are working multiple opportunities at once, always following up with prospects, and always staying in contact with your prospects. Too many reps get lost in that one big deal, or sending out as many proposals as possible, and as a result, something falls to the side. You truly need to be working all fronts, all the time.
- Always treat clients like prospects – There are some fantastic closers out there, and they can close anyone, anywhere. But, unfortunately, they absolutely suck at dealing with clients, and as result, the client leaves shortly after the sale. This cannot only result in a loss of revenue, but it can also damage an opportunity to further upsell or get new clients down the road. The average time someone stays in a role these days is just about three years. Impress your client, and when they move to a new role, you could have another new logo on your hands. Also, people talk… If they have a bad experience with you, you bet they are talking about it with others!
There is a true art/science to the sales process. You are never guaranteed to win a deal, but you can always guarantee that you put your best foot forward, ensuring “you” are not the reason they say no. Every little detail matters! As an exercise, take a look at last year’s closed opportunities and total them up–it typically turns out to be a fairly large number. Now imagine if you could have brought in 10 or 20% of those and what it could have done to your number for the year! In some cases, it is the difference of hitting vs missing a number! To increase sales, you don’t always have to increase pipeline, you only have to do a better job with the deals you have already.