Improving lead to sale conversion

You can increase the number of sales you close when you meet the customer more than once

As part of your sales process you should plan for a second meeting, if per chance it is not required because you do get all stages of your presentation into a first and close the sale; well wonderful well done you;  that is a great bonus but more often prospects want to meet with you more than once to get to know you better. They like to get a feel for your organisation, what is behind the product or services and they need to feel comfortable that all the questions or reservations they may have are addressed and answered.

If you have already planned and negotiated a second meeting with your prospect you are in a stronger position and have the platform now to present a clearly defined solution to meet their needs. The crucial point here is to prepare for this second meeting ensuring your objectives are crystal clear in your mind.

Your second meeting is your opportunity to showcase your offering and demonstrate that you understand the needs of the prospect precisely and can provide them with a beneficial outcome. Second meetings are your shop window, the time to dress your offering and make it too good an opportunity to miss!

Having confirmed a second meeting however, this means using all the refined sales skills to really ensure that what you present is clear, and enables the prospect to follow what you are saying and understand without any doubts, the reasons why buying your product or service adds value to their business, raises their levels of interest and basically hits the hot buttons!

If you are not gaining enough sales at this stage it raises questions about the sales tools you are using, a key one being using the Features, the Advantages and the Benefits commonly known in the sales arena as FAB’s!

So…let’s take a quick peek at what these look like.

Features – are basically a statement of the facts, the characteristics, the profiles and the distinctives of the product or service you are presenting.

Advantages –are what our service or products do, the reasons for their use, the needs and why our customers may buy; they are the attributes if you like or the definitive.

Benefits –are very literally the outcomes, the reasons why our prospects should buy.

Remember the (WIFM) What is in it for Me scenario? the need to put ourselves in the prospects shoes and illustrate for them clearly what they will experience, save and altogether benefit from through buying us!

This is a proven avenue to success; it presents to your prospect really clearly and in simple terms all of the ways your product/service will help them. It will also prompt your prospects to ask any questions about any aspect of your offering that they are genuinely unsure of.

Addressing these questions falls into the Handling Objections stage of the sales process which is another valuable topic on which we can guide you; but in essence embrace any questions your response to them is just another opportunity for you to build rapport and engender trust with your prospect; which is what we all know people buy into!

Following any questions check in with the prospect that you have understood their needs and answered their questions appropriately. You are now gaining some commitment from your prospect and raising the chances of making a sale.

Remember also to always allow for negotiation with your prospect to demonstrate your flexibility and pleasure to meet their needs exactly. For example; offer the optimum then work your way down if this is more than the prospect wants right now, this demonstrates your deeper understanding of their needs and your willingness to create a bespoke solution for them.

All of this, by the way, is moving you nearer towards the closing of a sale with your prospect, this again forms a hugely important part of our platform and there are many ways in which to close a sale and get that business on your target board!

Remember a tip for now called ABC! Always be Closing!

If you have an accountant, they should be your first stop for business advice. If you don’t have an accountant or they can’t help, BuBul has a wide range of experts available. For more advice contact our expert* Helen on LinkedIn.

*We’ve picked experts we know and trust who are good at what they do. All of them will give you at least an extra 30 minutes free advice if you contact them and would then charge their normal prices. They don’t pay to be on BuBul and don’t give us any money from anything they earn as an expert.