Ask for the Business!

I have a very good friend that is an amazing salesperson. I’ve known her to be the top salesperson for many different industries and she’s doing it again in a new industry. Currently she’s selling custom marketing videos to companies. These videos are developed as corporate documentaries and are aired on over 400 public Television stations. They are then re-cut to be used for corporate communication purposes.

As we talked about her new adventure, I asked her how she has always been so successful. And her response was “I close every meeting by asking for the business.” What a concept!

Go Further than Next Steps

It’s true so many salespeople get caught up in their presentation that they forget to ask for the business and close the sale. They are good at discussing next steps, but many times they seem to be afraid to simply say “are you ready to move forward?”

However, she did say that her sales successes are based on calling on qualified prospects. She does research on each potential client before she ever picks up the phone. And when she does call, she still reconfirms and asks questions:               

• What is your company’s primary vision & mission?

• What are the annual revenues?

• What are the specific marketing goals and targets?

• What are they doing now to meet those goals?

Then she tailors her pitch accordingly. She is very direct in her approach and only schedules appointments that meet her criteria.

Start at the Top

She also indicated she doesn’t work her way “up” in a corporate chain of personnel. She starts as high as she can. Typically, she schedules her initial meetings with the VP of Sales or Marketing or a higher executive position.

The entry-level program sale is about $30,000 and for her target companies have revenues of $5.0M+, so her ask is a minimal investment for extensive nationwide exposure.

Her close rate is 80%. Top for the company.

Know They are a Good Fit First

She credits this to being prepared, knowing her audience and her product. She is meticulous in her research before scheduling her meetings. She knows they are a good fit before she goes in. When is the last time you were sure of that in your new business endeavors? I know I’m not.

I admit, I don’t do as much research as I should. And she is teaching me the benefits of taking my time and finetuning my pipeline list.

She also stressed to me that the research doesn’t stop after you get the sale. Because companies have divisions, new product introductions, growth plans that can feed more sales.

And she’s so right. We get caught up in our day to day involvement with our customers that we forget that they have so much more going on.

Keep Researching Even After the Sale

As a matter of fact, I just found out one of my client started a new division a year ago! After listening to my friend and all that she does to keep up, I started following more of my customers on LinkedIn.  

I immediately saw a post about the new division for one of my key customers. Not only has it been a lost opportunity for me, but I feel as if I haven’t fulfilled my role as a true marketing partner for them. Granted, the pandemic kept my meetings to those currently worked with via zoom and they never mentioned it, but I should have been more diligent in keeping up, asking questions.

Ask for the Referral

It’s the same situation for referrals. People don’t automatically give a referral. You have to ask for them.

I had lunch a few weeks ago with an old client that had moved to a new company about 6 months ago. Her new position wasn’t involved in promotional programs. But we stayed in touch and had lunch every few months. When she moved, I did some research on the company and decided they didn’t produce much in the way of promotions.

At lunch, she mentioned they had just received a large grant to assist in a high school to college program. The more we talked the more I thought there might be an opportunity. So, I asked for a referral to the Executive Director.

Don’t Assume

The very next day she introduced us by email. We ultimately chatted and the timing was perfect. She was exploring a promotional program partner needed for this new grant. She had already spoken to a couple of firms but was willing to discuss how we could help.

Long story short. We got the program. It is a substantial program that will last about six months. And the Executive Director has indicated that if it is successful the grant has a renewal possibility.

I thanked my friend again for the referral and she apologized that she hadn’t introduced us previously. She was pleased that I had asked for the introduction! If we hadn’t had lunch I would have missed out because I hadn’t asked for the referral earlier.

Be Top of Mind

With everyone so over stressed, over worked and over committed, they forget about you, the salesperson. It’s not their job to promote us, but most of us rely on them. And we have to remind them about us regularly.

I’ve had account managers tell me they feel uncomfortable asking for referrals and even asking for the sale. Yes, they may be in the wrong line of work. But I remind them, the worst that can happen is the person will say no.

Time is finite. It’s a valuable reminder from my super-salesman friend. She doesn’t call anyone until she is sure they are a viable customer prospect. That’s why her close rate is so high. She doesn’t waste her time on “might be” companies.

I suspect people that close only 10-15% of prospects are calling on many “maybe” companies, departments or people. I also suspect that if people asked for the business more often, their close ratio would be higher too.

My lesson from her was to refocus my time, do the research first, call on only those companies that are qualified prospects and close every call by Asking for the Business!