I was recently interviewed by www.socialagendamedia.com. Thought I would share one of the highlights.
SocialAgenda Media: “Always be closing…That doesn’t mean you’re always closing the deal, but it does mean that you need to be always closing on the next step in the process,” said Shane Gibson. How is closing reflected in each step of your lead generation and nurturing process?
Susan: Every step in the marketing and sales process should be designed to obtain mutual agreement with the prospect on the next step to take place, and more importantly when that step will take place. For example, for an email newsletter, there should be mutual agreement on what content it will contain and how often the newsletter will be sent.
In situations where direct sales contact is involved, the sales staff should be trained on the proper techniques on how to work with the prospect to determine the next step in sales process, when is the best time for it to happen, and whose responsibility it is to ensure it is completed. You also need to track and manage this in a properly designed CRM system that is organized by the date of next sales contact, not an alphabetically organized glorified phone book like most sales organizations use.
I go into great detail on how to do all of this in my book “Action Plan for Sales Success”, but suffice it to say for our purposes here, the key is for the sales representative to control the sales process so that he or she helps the customer to buy on their own terms. As my mentor taught me, the only sale you need to make today is the next step in the process. Take care of that and your sales production will take care of itself.
Remember as Harvey Mackay once said, “Failures don’t plan to fail; they fail to plan.” More motivational quotes here.