There are hundred books written on how to close more business. Ask questions to insure you know the prospects goals and challenges. Read their personality style and adapt your communication style to create trust and likeability. And of course, ask for the business!
The easiest way to improve close ratios is to get clear on your ideal prospect, who you serve best. Then develop a plan to pursue and open up sales conversations. Sales organizations develop complex pursuit strategies, messaging statements and positioning based on the demographic of their target prospect. Demographics include things such as size of the opportunity, market segment, number of employees or geographic location.
Equally important when developing a pursuit strategy---and often missing, is the psychographic of your best prospects. This is the attitudes and values of your target prospect. Take a close look at the attributes of your best clients, the ones you enjoy doing work with every day.
- They treat us like partners
- They value outside advice
- They are progressive
- They’re smart
- They value AND pay for expertise
Note that all of the above are psychographics, not demographics. It’s important to include both when deciding who and what business to pursue. For example, in the business of sales consulting and training, our close ratios increase when meeting with prospects that value education and outside counsel. They look at training and education as an investment, not an expense.
Improve your close ratios by targeting prospects that fit your demographics and psychographics. No need to waste time calling on prospects that are never going to buy.