Tactful Steps To Close The Deal

In sales, the only thing better than drafting a solid proposal that meets a prospective client's needs is getting a signed contract that allows work to begin. But the road from pitch to project often requires patience, focus and a sense of humor.

"When sellers leave a prospect's office without having the next step lined up, they run the risk of falling into a black hole," says Jill Konrath, a St. Paul-based sales trainer and author of the book "Selling to Big Companies." "These days, clients are totally overwhelmed, and their priorities tend to change day-to-day. That's why it is the seller's responsibility to stay in touch with them and, in effect, be their conscience about moving things forward."

Still, the active pursuit of closing a sale is often a fine line between persistence and annoyance. To help successfully navigate that path, Konrath suggests the following tips:

Become a resource. In today's frenetic business environment, it's often hard to reach prospects and harder still to hold their attention. So, instead of follow-up contacts making rote inquiries about a proposal's status, try delivering new information or data – such as recent white papers, statistics or industry news – that will enhance your value.

Leverage several entry points. As a general rule, it's bad sales strategy to have just one access point to a company. To avoid that trap, identify and build multiple relationships in an organization.

Have a sense of humor. After a half-dozen or so follow-up contacts, Konrath says a little humor can go a long way. "This is where you can try leaving a message like, `I know you're swamped. But I also know that shortening your sales cycle is important to you. That's why I keep bugging you. I'm looking forward to FINALLY reconnecting,'" she says.

Re-evaluate the initial pitch. If momentum stalls, it's time to look for ways to increase a prospect's sense of urgency. This may involve taking a second look at the sales proposal and comparing it with the client's current business priorities. Then, tailor follow-up contacts on how the product or service in question can directly enhance critical business outcomes.

Brett Pyrtle is a writer and communications consultant based in St. Paul.