In Let's Close a Deal, Christine Clifford takes readers through the steps that lead to closing deals.
Each step of the process is documented with examples from Clifford's career, life, or successful people she knows.
The general steps are 1) defining, preparing, and presenting the deal; 2) what to do when the deal does not close; and 3) what to do after a deal closes.
Every step in the process is more than an effort to close a single deal; the overarching objective is to act with integrity in order to build relationships that will lead to future deals, referrals, and testimonials.
The first step in closing a deal is to figure out the prospect's motivation.
The first step is to ask for permission to make a proposal or presentation.
The prospect needs to be prepared before being willing to consider an offer.
An example is to offer a product sample.
A key to this step is directly communicating with the prospect, as opposed to sending a product or a message.
If the prospect declines the offer, the next step is to retreat, reevaluate, and reapproach.
Salespeople can establish credibility with connections.
They can find a solution that overcomes the prospect's objection.
Clifford makes the following points: • Ask.
Ask for permission in each step of the sales process.
Ask before sending materials or presenting, and always remember to ask for the sale.
• Create connections.
Everyone needs help.
Ask connections for help and for referrals.
Turn customers into friends.
• Nurture relationships.
Do good for others to build relationships.
Give generously, whether the gift is time, money, expertise, goods, or service.
Stay in contact.
• Meet the needs of prospective customers.
Find out what they need and go where they go.
• Persevere.
Take more than one "no.
" Be patient.
Retreat, reevaluate, and reapproach when necessary.
Be determined to close.
• Spend money to make money.
Add perks to close a deal.
The costs of marketing materials and activities are necessary and worthwhile expenditures.
• Follow the golden rule.
Treat people well, over-deliver, and exceed expectations.
• Demonstrate and share enthusiasm.
Excite people about the product or service being promoted.
Make them crave it.
• Find unforgettable ways to thank customers.
Continue the relationships and follow-up often.
• Have fun.
Revel in successes.
Let's Close a Deal is written for salespeople and entrepreneurs, but is also heavily oriented to people engaged in any persuasive endeavor, such as marketers, public relations professionals, leaders of non-profit and community organizations, and general managers of sports teams.
Many of the examples provided come from endeavors other than sales.
Most chapters include substantive advice documented with anecdotes that serve as examples.
Each chapter is concluded with a sidebar titled, "Here's the Real Deal," which summarizes the key points.
Some chapters have enough important or uncommon advice that they are worth reading in depth, while others can be skipped in favor of the summary.
The book should be read in the order it is written, as Clifford builds on previously introduced concepts.