Closing The Sale: Why Business Owners Spend Money

By: D. Brownlee
Submitted: 2007-01-17 12:33:06
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Many sales gurus have made a ton of money trying to teach us how to close a higher percentage of our sales leads. They tell us to learn the ‘trigger’ words that cause people to buy. And, then memorize their prospecting and closing scripts. And, finally be able to quote at the drop of a hat their hundred and one rebuttals.

Why? Because when we do all of this, then and only then, will be we able to close a higher percentage of our leads.

Ok, so like me, you’ve purchased some of this ‘junk’, and wasted hours trying to improve your pitch. What kind of ROI (Return On Investment) did you have. If you’re like me, the ROI was simply B-A-D!

So, what are we to do? If we don’t sell, we don’t get paid.

Business owners rarely care how long you’ve been in business, or how much money your company made last year. When we try to ‘sell’ owners on anything less than the following three reasons to buy, we’re showing ourselves to be unprofessional. Furthermore, it gives the appearance that we don’t know how to run a successful business ourselves. Why should they pay for our product or service, if they feel we’re an unprofessional novice?

As a business owner, I’ve learned that there are only three reasons why I and other business owners spend money. And, when you can stress how your product or service can help them with at least two of these three reasons, you WILL close a higher percentage of your sales leads

The first reason is obvious. Business owners want to Decrease Expenses. This is a ‘no-brainer’. Every business wants to reduce the amount of money that they have to pay out. Whether that is on labor, insurance, supplies or in your area of service. Save the owner money, and you’ll increase the chances of closing the sale.

The second reason business owners spend money is to Increase Profits. Most companies are willing to spend $1 if they believe that $1 will bring in $2 in new business. So, if your product or service is less expensive than the competition, but yields a lesser amount of new business, a smart owner will probably pay your competition more money. Ask yourself, how does my product/service make the customer more money? Answer this question BEFORE you go to your next sales appointment, and you’ll be well on your way to closing more leads.

The final reason why business owners spend money is to Improve Efficiency. Imagine a company that has a huge facility, and no way to communicate with their people who happen to be away from a phone. Don’t you think they would be open to invest in a paging system or two-way radio system. Yes, it will cost them money. However, they will improve their efficiency in the process.

Business owners live and breathe to do these three things, Decrease Expenses, Increase Profits, and Improve Efficiency. Show them how you can help, and you’ll be their business partner for life.

D. Brownlee http://www.BreakTheCycleOKC.com

D. Brownlee currently works as a Territorial Area Developer for a large janitorial company. He manages in excess of $1.5 million dollars of volume, overseeing hundreds of janitors. For more information on his company, you may contact him at http://www.BreakTheCycleOKC.com

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