How To Close In Sales?

Joe: How do I close in sales? What are your tips around that?

Victor: I struggled deeply with this as well. It’s awkward going from, “Let me demo something to
you. Let me answer your questions about it.” And then you make that transition.

I realized that the transition from the initial call to the close is where a lot of people get stuck
because it’s kind of awkward.

The best tips in this is, and this is what’s helped me close more deals than I can count and it
has really just completely eliminated that gap.

A lot of people like to take sales calls as almost, I wouldn’t say slimy but a lot of people like to
frame their sales calls as a free consult.

So people jump on the call and they’re like, “Alright. I’m going to get a free consult or they’re
going to give me an audit. I’m going to take that. I’m going to run with it. And then I’m going to
have some time to think about it.” Until they go through this free consult and then they go
through this free audit and then at the end of it, “if you want to buy this..” and it’s awkward
because it didn’t match their expectations.

“So, hold on. Let me think about it.” And the objection side of things is really interesting as well
but my best advice is you set up the sale, you set up the close in the beginning of the sales call.

So you’re jumping on a sales call. You say, “Hey, this is a free consultation or we’re going to do
a free audit for you. My objective with this is to show you exactly what we can do for you and
your business and help you get to your goal. You mentioned your goal is X, Y, and Z. I’m going
to show you exactly that road map on how to do it. At the end of this call, if it’s okay with you, I
want to be completely transparent. I’m going to see whether or not we’d be a good fit to work
together. Is this something you’re open to?”

And that way they completely allow themselves to be pitched at the end. You want to almost get
their permission. “If everything works exactly how you like it and you don’t want to do everything
yourself or you want us to maybe help you out a little further than just this call,
is it okay if I show you what we have to offer and see if it’s a good fit for us to move forward on a
working partnership or working deal?”

Most people’s guard is immediately dropped. “That sounds perfectly fine. I mean if it’s
something that I’m looking for and it fits the bill and it’s in the right budget, we can talk about that
further.”

So that’s kind of where you introduce that transition.

So they’re expecting it. Then you get to the end of it. You’ll say ,“So we talked about X, Y, and Z.
I showed you how we would do X, Y, and Z. At the beginning of the call, I mentioned if I thought
we could be a good fit to move forward then I’m bringing it up now based on your current
situation. I think we can make something work in this sphere of what we do and it’s going to
potentially help you get to your goal in the next month, 2 months, 3 months.”

And then they go in and ask, “What’s the price?” This is when you start getting into the
objections. A lot of people want free, cheap, and easy. Most services, especially when you’re
dealing on the business acquisition side of things, they’re not free, cheap, or easy.

And then you hit them with the price shock. What I like to do with the price shock is that’s
another objection that you handle at the beginning of the call.

“What’s your budget? What are you looking for?”

The people that I’ve sold $25,000 deals to, they have no hesitation saying, “I can afford
whatever. It’s not a problem for me. Other people that I’ve sold $5,000 deals to, they’ll say, “You
know, I can afford maybe two or three thousand.” And then they have their savings on the side
that you might be able to tap into. If it’s a good fit, if it’s ethical for you to do so, and kind of
advise them on how to utilize that. But a lot of the objections you’re answering them in the
beginning of the call, in the middle of the call, and also in the close.

Joe: Closing the sales is really being transparent with expectations. Do you set that context before the call?

Victor: A lot of the sales calls that I’ve worked with have been leads that came on through
advertising and marketing campaigns or just in the space of where somebody has influence.
People follow them and they give them a pitch to book an appointment, to talk about whatever it
is that they might be able to solve.

The more clear you can be in your marketing, the less about the service, the prices, and things
like that, you’re going to get higher cost of leads and lower lead count. You have to make sure
that they show up to the call but they’re going to be a lot likely of a prospect that could be able
to afford and be fully fluid throughout the entire sales call.

I’ve also had sales calls with appointments where people had no expectations of there being a
pitch and you just have to manage that from the beginning of the call itself, like “Hey, I know we
jumped on just because I wanted to get to know you and I like what you do. We work in the
same industry. I just want to see if maybe after this, there’s something that we see that we might
be able to help each other with.”

And then take that into what that would look like. In a lot of those calls, I like to do over two
phone calls instead of trying to close everything on the first one.

I kind of gave myself a bad expectation thinking that every sales call had to be closed on the
first call or at least I wanted it to be that way. A lot of them was that way but they were like an
hour to an hour and a half sales calls when if it would have been over two calls, it could have
been fifteen minutes for the first call, twenty minutes for the second call and you close it and
you’re done dealing then you move to the next person.

There are a lot of different ways to go about it but the less barriers you give in the beginning
before the sales calls, the more people you’re going to get on the phone. At that point, if you’re
a good salesman, you know how to use your words, and you know how to connect with
somebody and provide a solution, then you’ll still have just as much success. It’s really not too
much of a barrier.

A lot of people just want hot prospects. When I reflect back on the prospects that I’ve worked
with, there was a point in time where somebody said, “Look, I don’t have money to invest and
I’m doing okay. Call for another time. We’ll move forward.

Another percentage of those, we actually took the entire sales call and walked through their
current situation. These are people who had like zero dollars to their name.

I had one lady that wanted to buy something that we were selling for $5,000 and I think she
might have had a couple of hundred dollars extra a month that she could save but she was
nowhere near the actual price tag of what we were pitching. I knew at the end of the call that
she’s not buying. She has no savings account. Nothing.

I took the sales call as a normal sales call and it was really just to help her in her current
situation. This is the fastest way you can get to afford the service and this is what you should do
now.

I literally walked through her daily activities: where she is spending her money, how many times
she goes out a week, and where every dollar is being spent. I advised her on the best way to
move forward if she wants to really invest in our business, if she wants to invest in our
marketing, what she needs to do and how soon can she do it. And then I left it. I wished her the
best of luck.

She loved all the advice, very tactical advice. It wasn’t just a lot of fluff that people like to get out.
She calls me three months later and says, “hey, I have $5,000. What will I do? Tell me where to
put it. Should I buy the thing that you were selling with that other agency or should I do
something else?

Those people will come back to you if you’re really providing a service that you genuinely see is
going to help somebody.

I don’t like to just only keep qualifiers at its peak so that I’m only working with hot prospects
because people are going to come back and they are going to seek out somebody like you that
genuinely cares.

That’s one of the biggest things that I’ve seen. Ever since then, I have people like that coming to
me all the time and that’s what makes business fun now because people are chasing you now
instead of you trying to follow up for the appointment. “Are you going to make it or you’re not
going to make it?”

I have people calling you, “hey I got money. What do I do with it? I got business. I got a lot of
products. You can buy it.” Only if it’s in their best interest.

Want to learn more tips on sales and marketing? Watch the full interview with Victor Sabbagh.

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