In our last newsletter, we began studying how to change a "No" into a "Yes". We have traced the closing process back to Phase Two. We talked about what we need to know when we leave that meeting. The information gleaned there can make or break the Phase Three Ask. (See June 15 newsletter for the topics.)
At the end of the Phase Two needs analysis, you may ask your prospect: "You've given me some great information. Thanks for sharing with me. Based on what you've told me, I have some ideas that I believe can help you to solve problem X. What do you think? Would you LIKE TO MOVE FORWARD?"
If they say, "Yes" you have just begun to close the deal.
When you begin the next meeting, the Phase Three Ask, you start it with these questions:
"Has anything changed substantially in your business since our last meeting?"
If not, then the agreements you made in Phase Two (budget, needs and that they want to move forward) should still hold true.
Then you might ask, "Is there any reason we can't make a "Yes" or "No" decision today?"
Note: If you do not have ALL the decision-makers in the room when you present, you will not close today!
If any of you have business that has been pending, pending, pending, it's important you take it to a "No". Either get it on or get it off. TIME KILLS DEALS. The longer it is pending, the less likely you will close it. If it goes too long, you will need to start over. Emotion dissipates. We hang on because we don't have enough other live business to keep us busy. We may become delusional about the possibility of closing a particular piece of business.
When a piece of pending business appears to be "high-centered" try these:
"We've been talking together for several months. We've just never seemed to be able to get together on your campaign. I'm getting the feeling that you aren't really interested in our stations, but that you might be too polite to tell me. Would that be the case?"
"I'm surprised you want me to call you back next week (month). I didn't think you were that impressed with our campaign ideas."
"How do you see us moving forward from here?"
"When I call you back in _____time, what will need to have changed in your business for us to work together?"
When you separate the real from the "wished for", the likely from the "hoped for", you will free yourself to move onto more lucrative business. If your "asks" are on target, if you have the agreements in place in Phase Two before you reach Phase Three, your closing ratio should improve.
If you would like more information on any of these techniques or ideas, they may be found in my book, "A Road Map To Success In High-Dollar Broadcast Sales". It's available on the link above.
Happy Selling!
