business people

Is your role in the company sales driven? Would you like to close more business? Are you someone that wants to learn and do better at closing the deal? Then keep on reading this post.

There is a systematic approach to everything that is good in life, and yes, closing the deal is good. Therefore, you should take the right steps. If you follow these simple steps, you will have more of your clients riding the “Yes Train.”

Step one – Introduction/Warm-up

In business, we work with the people we know and like and this is the time to start the process to build your credibility from the moment you greet the prospect. This is the most important step. If you can’t build a relationship, how can you get their business?

At this point, you should not try to sell. This is the time to get to know each other. Look for things you can agree on or things in which you have a common interest. If there are pictures on the wall or desk that you can relate to, do so.

One picture of someone holding a fish and you asking about the day can become the one thing that brings your relationship to another level. Maybe a framed degree on the wall will begin another conversation, or possibly family pictures. It’s your job to find the items that you can relate to and build trust with the prospect.

Step Two – Discovery

Now that you have established the relationship, you can go on and learn what the issues are so that you can solve the problem. Find the problems or pain points and write those down, as they are very important. You will refer to those points when you review and when you present your solution.

Step Three – Company Story (Or Your Story)

This is a step that gets little attention, but it must be done. The company story highlights how and why the business began. This, too, is a step that helps to solidify your credibility. If you are the company, then you need to tell your story. Be sure to tell the “why” you are in business and how you are the best at what you do. Use examples. This is not the time to be humble, but don’t brag.

Step Four – Review the Discovery (Feeling Pain)

At this point in the meeting, there should be some great camaraderie and smiles around the room. If not, you better go back to earlier steps and see where you went wrong. If you are not sitting with happy people now, you did not make yourself likable and the chance of closing this deal is slim.

The Review step allows you to control the process. The client will know you are listening further when you restate the pain points you learned in step two. You are now in control of the “Yes Train” and it’s time to get them on board!

Step Five – Presentation

Now, the time that you have worked so hard for: the presentation. Be sure that your presentation is rooted in fact and that it’s effective and efficient. Remember, they brought you in to identify and solve a problem, you must have a Value Proposition that illustrates that not doing anything will cost them more money.

If possible, I like to control the seating during the presentation. I never like to be across the table as I feel it’s more adversarial. When I can, I grab the seat at the end of the table or if I am only meeting with one person, I sit on the same side of the table. This gives the feeling that we are on the same team, and are not opposing each other.

During the presentation, it is important to always make eye contact when presenting key points. Your goal should be to show the client how your solution will provide them with the answer to their problem(s) without over-promising. Remember, you are there to provide a clear solution to their problems.

Step Six – Handling Objections

Objections are going to happen, but not all questions are objections. Remain calm and acknowledge the objection as you answer the questions. You are providing a solution for the problems they have. The company you work for is top-notch and they like you, why not buy?

The number one objection is cost. Your prospect will always dance around the issue, but it is always the price they must pay. Everyone wants a deal and when you establish value, the cost is less objectionable. That’s when you can refer to your Value Proposition and again show the prospect that you understand and you are in control.

Step Seven – Closing

Closing could happen directly after the presentation or you will set a date to return. It’s Sales 101 to ask for the order. This is when all your hard work and efforts pay off. Unfortunately, many tales reps who have done everything right falter at this step. There have been many techniques that have been developed throughout the years and you should get familiar with them.

Here is a link that will list them and my next blog post will highlight the ones I prefer.

Step Eight – Button Up

This is one of the most important steps and is rarely used. The button-up helps to solidify the sale. Too often, sales reps will get the signature and pack up and go… wanting the new client to get back to work. However, I believe this is the time to spend with them just as you did in the warm-up. Don’t have Commission Breath. This is the time to go over with your “friend” and leave them with the impression that you are there for the long haul and not just for the sale.


Following these steps will help you cultivate a relationship with your prospect and turn them into a client. If you give attention to each step, your clients will appreciate your knowledge and professionalism. They will surely want to do more business with you and refer you to the people within their circles of influence

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