Sales Closure! Business Revenue. Sacred term for any business. This is the purpose for which each and every business exists. We Set Goals, Create Plan, Invite and Connect with prospects so that they can be Closed ultimately.
In the previous article, we saw, How to Connect with Prospects & Generate Online Acquaintances. Enabling Closure phase of SPICER Framework is a process of nurturing these acquaintances into Hot Leads and converting them into customers. Let me explain this with my real-life experience.
Around a decade back,I started my Sales career with Software Sales. I still remember my first Sales Call. I faltered big time. My first call ended in 6 minutes flat. I persisted with such 6 minutes calls for some more time and then came the first taste of success. I was sent on an out-station inquiry. The inquiry was supposed to be hot and I had to be a perfect delivery boy. Go to Client --> Pick the Order --> Deposit Advance in Bank --> Return Home. It was fairly a simple job and was supposed to be over in a couple of hours.
But the so called Red Hot Inquiry turned out to be Ice Cold. When I reached them, I came to know that the person who was interested to buy our product has moved on due to some unavoidable reasons. No one else was aware about the deal and nor did anybody know how to move ahead. I tried to talk regarding this, with a few people there and came to know about their IT Manager. I got his appointment and went to meet him the next day. After convincing him I was asked to return the next day to meet actual users. As I interacted with these people I understood their pain points. In my free time, I coordinated with my technical team to find ways to address these areas. When I got an opportunity, on forth day, to meet their Director, I was ready with their solution. I presented my sales pitch along with solutions I developed with my techies. I was confident that this is the moment, I was about to close my first sale but that was not supposed to be my day. The Director liked the product, was convinced with the solutions but had a few ideas of his own. He needed additional features and some existing ones to be tweaked as per his requirements. I spent an hour with him to discuss this in details and returned to hotel. It took 2 full days to rework the complete solution for me and my technical team. Finally, on sixth day I sat with the Director again. I presented my sales pitch along with the newly developed solutions that could address all his challenges. I stayed for 6 days and finally when I returned I was a hero. I had 3 orders from same client instead of 1. Those 6 days were the turning point of my career, it taught me sales and boosted my confidence.
Difference between an ordinary sales call & a successful sales call is Lead Nurturing. Lead nurturing is a process of building trust to develop one to one relationship with leads.
But when I compared my call, when I closed my first sale, with my first sales call, I could not believe it was made by the same person, that is me. I dint do anything special in the call where I succeeded, nothing changed, content, intent, information, software and the sales person. So, what made me close my first successful sale?
The answer is nurturing. Difference between an ordinary sales call & a successful sales call is Lead Nurturing. Lead nurturing is a process of building trust to develop one to one relationship with leads. In traditional sales, relations are built easily as the sales persons gets to meet their potential customers on regular basis. But what if you are selling online?
Act of closure is performed when leads are matured to a level when they are ready to buy. This is achieved with personalized emails, marketing automation & work flow management.
Enable Closure of SPICER Framework is thus the most important and critical of all phases. Online leads are nurtured by sharing personalized content with a series of timely emails. This is to keep your leads engaged and not let them loose their interest in the product/service you offer. It is very important to share good content but is equally important not to irritate your potential customers by bombarding their mail box.
Final step of this process is to close sale. Leads generated in Connect phase are mere acquaintances. Enable Closure phase matures these acquaintances into Hot Leads and qualifies them as most likely customers. After the leads are qualified, we start employing Closing Techniques. Act of closure is performed when leads are matured to a level when they are ready to buy. This is achieved with personalized emails, marketing automation & work flow management.
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At OrangeWit, we have converged traditional sales process with online sales process through SPICER Framework. SPICER guides us to understand every phase of Customer Life Cycle and take appropriate actions to generate more business.
Thus, with SPICER you can generate more customers online. But is it enough. Wait for my next article to learn the ways to convert customers into promoters.