Dealer Keys to Success
by Joe Mills
August 1st, 2017

The Easiest Way to Close More Sales

Bold claim, right? But before you think that it was designed just to get you to  click the link, I truly believe this is one of the most foolproof ways to close more sales.

A little background first…those of us that have been in the in-home selling game for a good period of time understand how the type of lead can affect closing rates.

During my tenure doing and teaching in-home home improvement sales, our organization generated many leads via cold call telemarketing. We typically ran a 60 percent close (on demos) rate on these types of leads.

We eventually evolved into using the phone room for some more incoming work. Many of you will remember the days of “sponsoring” a movie on a Saturday and running commercials during each break with some sort of CTA hook. When you ran those spots, the phones would light up.

I thought I was a pretty good closer myself, as I was near the top of the board every week from a closing percentage standpoint. Turns out, as a newbie, they were only giving me the telemarketed leads, because they were concerned about making sure the higher-cost leads went to the ones most likely to close them.

What was interesting for me was how some of the old veterans could close cold call telemarketing leads at a 70 percent clip, but really struggle with the inbound leads.

As I would eventually learn, there was a big difference in the two lead types. But I also noticed that those types of leads were bigger-ticket items, and I wanted the commissions that went with them. I had to figure out how to deal with the differences in lead types if I was ever going to reach my goals.

As a student of sales and marketing all of my adult life, I was constantly reading and looking for advice from those that had the success I was looking for.

I remember reading something from Brian Tracy about self-assessment, and it helped to create this habit that I still use today in selling situations. I ascribe any and all success I’ve had in sales and marketing to this exercise.

I’ve always learned things by reading and studying, so taking notes is just a natural part of learning for me. So I always had spiral notebooks with me and would jot things down as I thought about them for later review.

After each demo, whether I sold it or not (especially when I didn’t), I’d take some time and just ask myself one question: “What could I have done differently?”

That one question would seemingly open the floodgates. All sorts of ideas would run through my mind, and I’d write them all down in my spiral notebook. Now, I didn’t know if any of those things would have worked, but I knew that what I did do didn’t.

Inevitably, maybe a couple of weeks later, I’d be in a presentation when something would come out of my mouth and I’d wonder “where the heck did that come from?” It would help close the sale. In my post-sale review, I’d remember that it was something that I’d written down a couple of weeks earlier.

The folks over at Mark Up and Profit have an interesting take on this called “The Objections Book.” Their usage of this exercise focuses around capturing and dealing with objections after the fact.

One note: Don’t ask yourself the question “what did I do wrong?” If I was really frustrated after a non-sale and asked the question that way, I noticed the negativity behind that question would limit the ideas I would have.

Go get you and your team some spiral notebooks, teach and live this exercise and watch your close rate skyrocket.

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