RR#102 - My killer sales framework
Sales make or break a business.
And if you don’t know what you’re doing, sales calls can be a minefield.
Loads of entrepreneurs don’t have a structure that they work from. And it literally costs them hundreds of thousands of dollars a year.
So below is a sales call structure that one consulting client has used to increase close rates from 26% to 44%.
It’s the one I use, too.
Use this as a template for your next call. I promise it works.
Step 1: Prepare
This is the easiest step to do. But it’s also the easiest step to skip.
But here’s the thing: if you invest just 10 minutes preparing for a sales call, you will close more deals.
You’ll be more confident.
You’ll ask better, more relevant questions.
And avoid burning your credibility by asking dumb questions that a few minutes of research could have prevented.
Step 2: Opening
Build rapport
When I say ‘rapport’, I don’t mean getting chummy and talking about local football and the weather.
Because when it comes to selling high ticket services, credible trumps likeable.
Instead, I mean quickly establishing that you are confident, competent, and credible.
Set the agenda
“I have us down for x min, is that what you have? Great, I have some questions to go through…”
This is all about taking control and setting clear expectations for how the call is going to go.
And giving yourself the space to run your process.
Credibility
The best way to build credibility is to have your prospect do it for you.
If your call is with an inbound lead, it’s as simple as asking them to tell you what led them to book a call.
If not, ask them if there was anything specific in your outreach that led them to respond.
Step 3: Diagnose
You wouldn’t trust a mechanic’s recommendations if they never looked at your car.
Diagnosing is all about:
Clarifying the challenges they are having.
Confirming you can help.
Creating credibility for your prescription.
The most effective way to diagnose what’s going on? Identify where they are now, where they want to go, and what’s holding them back
Once you think you have it: summarize it for them and have them confirm you diagnosed the problem accurately.
Step 4: Prescribe a Solution
Always ask for permission to present your solution. It lowers defenses. “Sounds like I understand the problems you’re facing. And I can certainly help. Does it make sense to walk you through what that looks like?”
It’s now time to present your process. Start by explaining - at a high level - how you approach solving problems. Then, explain how that approach applies to them.
Absolutely crucial: tie it back to everything they told you was important in the diagnosis. Otherwise, they’ll feel they’ve wasted 20 minutes answering questions that weren’t really relevant.
Step 5: Close
After following the process, closing will ideally feel almost anti-climactic.
There are generally 2 ways to close. The first is to ‘Close With Questions.’ Example: “So, where would you like to go from here?” Let them close themselves.
Alternatively, you can use the ‘Assumptive Close.’ You can ask “Any reason not to get started today?”
Step 6: Handle objections
Your aim isn’t to ‘overcome’ the objection. Nobody buys when they feel like they’re in an argument.
Once you get an objection: your job is to figure out the real underlying issue. The best way to do that is to be legitimately curious and ask questions.
Remember: We serve by selling. If we can genuinely help solve a meaningful problem, we have an obligation to sell properly.
If it works for you, let me know. Hope it helps.
