Riddle: Four frogs are sitting on a log. Two decide to jump off. How many are left on the log? Answer: Four, because deciding to do something is not the same as actually doing it. Everyone feeling good at the end of a presentation will not by itself advance your cause. Closure only happens when the client agrees to DO something, which then advances the sales process.
Research shows that one of the top reasons salespeople don’t get results after a meeting is because they have not clearly thought out their Objective for their presentation and the Specific, Appropriate Action Step they want buyers to take at the end of the meeting (assuming a successful visit/call). Instead, many presenters simply go to “see” clients and prospects or to help them “understand” their product or service. Then they wonder .jpg)
why the business relationship isn’t moving forward!
IN PRACTICE
What’s an Objective? An Objective is your goal for that presentation. For example, your goal might be stated as, “I want my client..”
- “To understand the power of my site or service.”
- “To understand how easy it is to use my platform.”
Action Steps are specific steps your client agrees to take which indicate that you have achieved your Objective. “Specific” means who does what and when. For example, the client agrees to
- Schedule a second meeting with senior management the following week
- Sign a contract by Tuesday
- Add your firm to their approved vendor list today
- Give you permission to say he endorses your site/service to a decision-maker you are seeing later
MUST BE APPROPRIATE
If you’ve just met the client for the first time to introduce your firm and to get a sense of their goals and challenges, the appropriate next step might be the client agrees to entertain a specific proposal at a second meeting. It might be the client agrees to a test. However, it is not likely to be the client agrees to a $2 million commitment.
Likewise, if you have had several contacts with the client in person, on the phone, and via email, the appropriate Action Step could very well be that the client agree to that $2 million commitment.
TEST YOURSELF
What would you say in the following scenarios to CLOSE your presentation? Assume the conversation is winding down…
1. Your client says, “Can we do a sponsorship?”
2. The discussion has covered many topics for over an hour.
3. Your buyer seems undecided between giving you the business and staying with his current supplier.
4. Your buyer has just said, “This sounds great. I had no idea you had this kind of analytics and reporting!”
Answers:
1. If you simply said, “Yes.” that would not have been a close, because there is no client action step. Appropriate, Specific Action Steps could be, “If that is available, do you want to book that?” or “Would you like to do that?” Your client then has to commit or decline.
2. If you simply moved to the next step, “So, should I put you down for X?” you might get a positive response. However, given that the conversation has been wandering all over for an hour, a more natural close would be to A. Summarize, B. Get agreement from the buyer and then, C. Close. For example, A. “We’ve covered a lot of ground here. Sounds like you like X, Y and Z. B. Is that right?” (Client: “Absolutely”).“Great. Then the next step would be for you to send us…and then we’ll have you up and running by Friday. Okay?”(Client: “Let’s do it.”)
3. One way to help this person decide in your favor and move forward is to acknowledge the positives of staying with his current vendor and then to enumerate the longer list of positives for using your services Your delivery should be very matter-of-fact. “On the one hand, you like X and Y. On the other hand, you said you liked A, B, and C with us. Right?” (Client: “Yes”) “So, doesn’t it make sense to do a test and then compare outcomes?” (Client: “That does make sense. Okay, yes I will.”)
4. If you simply said, “Great.” then you didn’t close. You only affirmed their enthusiasm. When someone is obviously positive about your offer, then you can be direct or assumptive in closing. For example, “Great. Does this mean you would like to have a demo for your whole team?” or, “Excellent. When do you want to begin?
HE WHO SAYS IT OWNS IT
The above notwithstanding, here’s a very powerful and respectful way to close out a presentation. Ask your clients what they liked about what they saw and what you both discussed as it applies to their situation Expect some silences as your clients reflect on the recent conversation. Typically, buyers will say they liked some number of features and benefits of your offer Whatever they say, their remarks tell you how broadly your message was communicated and accepted.
If they omit what you think are key selling points, gently remind, or ask, them about those. Often, they will agree, or, indicate that those are not the most meaningful for them, which can lead to a deeper discussion. Bottom-line, when clients state the value of your service, they believe what they say far more than what you say the value is for them.
It is then very simple to say, “Sounds like you see the value in working with us. When would you like to start?” or, “Terrific. What’s our next step?” If they raise objections, that will be disappointing, but the good news is you are still there to deal with those last lingering doubts, which, if you can neutralize them, allows you to move the meeting forward to the next step.
MAKE YOUR PRESENTATION GO SOMEWHERE
A closing step in a presentation is not a trick. It is the natural outcome of a good client-centered presentation conversation. Remember, nothing happens until the client agrees to do something. So, dear reader, here’s your next step: Before your next presentation establish your objective and the likely specific next step appropriate to that buyer at this stage of your selling cycle. Will you do that?
Anne Miller
Words Matter – Make What You Say Pay!
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