How to Close & Following Up | Ep 037

Kacie: Yeah. And it, it shows also that you, have you taken time to figure or get to know their business Exactly. Versus just walking in and being like, Hey, exactly. What's up? Yes. Yeah, yeah. 

John: Yes. It shows you care. Yeah. You know, it shows you did a li you know, you have to some type of care and you're, you wanna learn about them because, um, you know what, what we said in a couple podcasts ago, like, I love that we're referencing other podcasts as well.

Is that, um, people do business with those that they know, like, and trust. Yeah.

Kacie: The Business Project podcast business can be complicated. We break it down to regular people like us 

John: can understand and find success. I'm John Crespo, accountant and consultants. 

Kacie: I'm Casey Bryant, marketer and event planner. If you run a business or want to run a 

John: business, welcome to the show.

Kacie: What's up everybody? Welcome back to the final episode of our sales series. Yes. Oh my goodness. It's been a really good 

John: series. It has been a really good series. Um, I learned a lot from it. I did too. Definitely. And I'm gonna implement a lot of what we learned. Mm-hmm. Because I think, uh, you know, we can talk about the ways to, uh, get a sale, get a lead, close the lead and all that good stuff.

Um, but. What's good is it if we don't implement it? That's the hard part, right? Yes. Implementation, execution. 

Kacie: So pick something. If you haven't listened to the rest of the sales series, go back and listen to it. We're gonna do a summary series too, that comes out next week. We'll do a just quick 30 minute summary of the whole thing, picking the best part.

So if you don't have time, you can listen to that. But pick something today and implement it. Yeah, take a step forward. Don't just sit here and, and listen. And listen and do nothing. 

John: Yeah. I mean, especially if you want to grow your business, right? You want to increase sales, you gotta put the work in. 

Kacie: Mm-hmm.

Yeah. And this is an important part of your business. Yeah. Probably one of the most important part for 

John: sure is sales. And then this, we're talking about closing. Yes. So closing is you can talk about your product or your service all day. Right. But if you can't get your client or customer to 

Kacie: show me the money, pay 

John: up.

Exactly. Then what good is you? What good is it? Yeah. Right. So there's, there's a, there's a method to the madness, right? There's a method to, um, presenting your product or service, and then there's a method to getting your client or prospect to actually commit. So what is the method? So the method is closing.

Kacie: Closing, yeah. So how 

John: do we do it? We talked about the other ones, right? We talked about the lead generation. We talked about the importance of, um, systems, systems in place to, to um, just follow that and, and, um, track it. And um, now it's time to talk about, hey, we've created this, we've created the lead, we've spoken about our product.

I know we're gonna go into relationship, right? The importance of the relationship piece of it. But we started building those relationships. Um, and now we have to show. Why you need it, the value, and get someone close it. Commit. Yep. 

Kacie: The closing 

John: commitment. Whew. Yeah. So what do you think it's, uh, should we go into just stuff to do when you're getting someone to actually 

Kacie: Yeah.

Make that, how do you do the close so somebody's maybe interested? Mm-hmm. How do you get the clothes? I think, I think an important part leading up to this, like you had said, is building the relationship. You don't wanna just. Walk in the door. We, we have new salespeople that we just brought on. We just hired three new salespeople for what, not the business project, but my other company.

And we're doing a lot of training on sales. And so I'm the, like in the, in the nitty gritty of this right now. And the, they just, I think you get nervous and you're just like, I just wanna get it over with. And so they don't really, they're passionate about the product. That's a thing too, is mm-hmm. You have to bring on people that understand your vision and that it's not just, Um, not, and not just a sale for them, right?

It's like they really, really see how this product or service can change this person's life. And so, um, but they wanna go in there and they're like, ask for it right away. Mm-hmm. Right? Walk in and they're nervous and this is what we have and this is what you should do without building the relationship.

Building that relationship is the first step. Yeah, for 

John: sure. Yeah. Because, uh, all right, you take the time building the relationship. As you're speaking and as you are listening, I think that the part of relationship building is, um, and I think a lot of salespeople mess up when it comes to this, this piece of it, because they, they vomit.

Mm-hmm. Right? Mm-hmm. And you know, I know that's a little nasty when you think about it, but it's like they just talk, talk, talk, talk, talk, talk, talk nonstop. Um, and don't allow your client or your prospect to do most of the talking. Yeah. I think the part of relationship building that is lost is the fact that, and I think we mentioned this in the, in the previous podcast, is you have two ears and one mouth for a reason, right?

You wanna listen more than you're gonna speak. Mm-hmm. Because that's how you're gonna find out what the need is. You're gonna find out how that need and your product or service relates. And then how you can, uh, um, provide that value to your client. 

Kacie: Yeah. Cuz you don't even know what their pain point is until you've listened, until you've asked questions and listened.

So you go in. You have a list of prepared, prepared questions. Our questions we, we sell to local businesses. And so our questions are, you know what, and, and it's gotta be genuine too. You can't just go in and ask a question just to ask a question. But, um, you know, what are, what are, how long have you been open?

What have been some challenges as you opened? You know, what do you feel like is stopping you from growth? You know, things like that. And, and that way they also feel like you're not just selling them something. Just to sell 'em something, but you've really listened to what their need is. And during that time also, you gotta listen for their pain points, right?

Mm-hmm. What is, what are their pain points? Because that's what's gonna gonna sell them, right? Not just telling them some random product that you offer, and they're like, oh, okay, great. Well, I don't need that. Right? 

John: Yeah. And along with that, I think I want to take it even one more step back is, um, before even going to speak to a client, all right, so now let, let's.

Think about sales this way, right? Not retail. I'm not talking about retail where you have a storefront and people come into your store, right? And you're selling a product into your store. I'm talking about when you have to go out and actually, um, get a sale for a service or something, right? Because those are, those are two different, um, styles, and we can get into it a little bit, but they're two different styles.

So when you're going out, when you're actively, proactively going out and seeking, um, to sell your product or service, you gotta prepare. Right bef, you're not gonna be able to close without proper preparation. Yeah. So let's just say for your, your new salespeople coming in, they should be planning their day to say, I'm going to go and visit these five stores today, but before I go to these stores or these companies, I'm gonna check their website out, check out their social media.

You know, I'm gonna do a little bit of research on them so that I can maybe pick out some things. That we can help them with. Mm-hmm. But also learn about that business. So when I go in there and I'm building that relationship, the conversation can be, um, you know, relational. So I'm gonna talk about things that is going to it, get, get them to break out of their shell, break the wall down, and not have a problem having a conversation 

Kacie: with me.

Yeah. And it, it shows also that you. Have you taken time to figure or get to know their business Exactly. Versus just walking in and being like, Hey, exactly. What's up? Yes. Yeah, yeah. Yes. 

John: It shows you care. Yeah. You know, it shows you did a, you know, you have some type of care and you're, you wanna learn about them because, um, you know what, what we said in a couple podcasts ago, like, I love that we're referencing other podcasts as well.

Is that, um, people do business with those that they know, like, and trust. Yeah. Right. And if you come in there, um, getting to know someone, right. Focusing on getting to know someone, they're gonna end up either liking you or not. That's okay. Maybe the personalities clash, but then the trust builds up there because they know you're not coming in like a used car salesman.

Yeah. 

Kacie: We don't want that. Not at all. Another, so I will say though, you had mentioned that going out and talking to businesses or if you're, if you know you, your customers are not businesses, they're regular people. It's the same thing, right? Um, if you're selling vacuums door to door or whatever, it's all the same.

It, it all works out. But, um, the people coming into your store, if you're selling a product or service in your store, it's actually, I feel like the same thing. Because, um, you still want to be able to ask them questions so that you can learn how to serve them well. Say for example, you are a boutique, a kid's boutique, and somebody comes in and they're looking around your store and you know, they're, say they're tired of doing diapers.

They're so tired of wasting diapers, you know, and if you ask them questions, you can figure out what their pain point is and then. Suggest a product that can solve their problems. So I think it is very similar. 

John: There is similarities because, um, if you're opening a storefront, right, and your people are, and you want people to come into your store, or you're speaking to people that come into your store, you've done your market research, right?

You know who your target, who your target market is. Um, so when they're coming in, then you kind of know how to, how to, um, Kind of steer that conversation cuz it's based, those people are coming into your store because you're providing something to that market, right? Um, so you can steer your conversation so that that research piece is still there.

Mm-hmm It has to be done and that's how you can, um, control your conversations. Yeah. 

Kacie: I love it. So we talked about last podcast about overcoming objection. So if you guys didn't listen to that, we're not gonna go into all of the, all of that cause we did it already. So go back and listen to last week. But we, we specifically just want to talk about the close.

Yeah. Today. So what happens? Somebody is interested, they're, they're ready to go. Like, let's talk about that. How do we, how do we close what happens at the 

John: close? Yeah. So once you've built that time, once you've built that relationship, right? Because the whole purpose of building the relationship is searching out keywords, right?

Searching out pain points, um, that you're going to address. Right, because then your product or service is providing, that's where you're showing the value of your product or service. And if one of them is where, uh, your potential client is looking for a time saving feature, you know, for instance, I'm not a good marketer, right?

And, um, I need help just marketing my stuff. I could spend hours trying to figure out, Um, what post to make or, or for social media, what kind of video I should do and things like that. Right. Um, so if I'm selling that service mark to somebody like me, I'm, I'm hearing that I need to focus my time on getting more clients.

Time is the key word right there. Time. Exactly. I need to focus my time on getting more clients. So I'm gonna, I'm gonna live on that time. Right. My, my close is, What if I can save you three hours a week, what would you do with those three hours? Yeah. Right. How many clients can you speak to in those three hours a week to generate more revenue for your business?

Kacie: So you wanna use their own language to solve their problem. Exactly. To pitch your product or service. 

John: Exactly. Yeah. So then, uh, you get them to, to open up and you say, well, you know, well, the good thing about that is I can save you those three hours. And this is the, here's, here's how I'm gonna do it. We're gonna do this, this, this, and that for you.

It's gonna take away you having to do this, you having to do this, you having to do that. Right? How's that sound? If it sounds good, hey, sign on the dotted line. Yeah, we'll 

Kacie: start tomorrow. Don't be afraid to ask for what you're worth. Right. That's, we've talked about that. Plenty of pen in past. Plenty in past podcasts.

Plenty in past podcasts. Say that 10 times fast. Yeah. I can't, no. We've um, we've, yeah, we've talked about that lots before, is know your worth. Don't be afraid to ask for what you're worth and show me the money. Yeah, exactly. You want what I got? I got I can help you. Now it's time to pay up. 

John: Exactly. Yeah. I mean, you should go in there knowing your pricing already.

Right. You should go in there understanding, Hey, this is what we, this is. You know, what we're charging for whatever. Um, so that you can, it is the clearest day when you present it to the client for the close. 

Kacie: But I think some people are, and I, I can include myself in this, some people are like, well, it's like they feel bad for presenting their pricing.

They feel bad for asking that. Yeah. And if you're, if you've done your research and you know that what you do helps and is worth that, which hopefully you have done by this point, yep. Then you shouldn't feel bad. Be confident about asking for what you're worth. Yeah, 

John: exactly. Why would you feel bad when you're presenting a value?

Yeah. You know, because it in essence, you're not taking money from someone, you're giving them something back. Yep. Right. In that scenario, you're giving someone back their time, and time has, has a value to it. Right. So I, I guess one question you can, if you're giving somebody back their time is ask them how much, Hey, what, what's an hour worth to you?

You know, a hundred dollars an hour, $7,500 an hour. And if you can save him that much, if you could save him three times that in a week. Yeah. Then you can even do the math, Hey, I'm gonna save you thousands of dollars a year because I'm taking this off of 

Kacie: your plate. So I think that it's good if you guys haven't, if you're not, if you haven't really gotten into sales, or if you've dabbled in it a little bit and you're not successful, or what we hear all the time is, you know, I, I did really great for the first two years of my business and now.

I'm at a point to where, you know, I need to, um, it's kind of gone stagnant. So what's the next level? And usually the answer to that is sales. Yes. Some form or fashion, um, or marketing. And so, I think, um, being, you know, being prepared, knowing your target market, coming up with a list, um, and then, you know, think of the pain points, especially if you've been in business for a while, you probably hear the same pain points over and over again For us, you know, with small businesses, it's always, I need more customers or I need more money.

Like, that's the two things for the most part. And so know, know your pain points and then know ahead of time before you talk to them how your product or service can. Solve those pain points for them. Right. The 

John: value. That's the value. Mm-hmm. The value proposition is that, you know, how you're, how you're solving their pain points.

Yeah. Um, so important. So important. And another thing, you know, you gotta look at, we were talking about your business can be stagnant after two years, right? Sales and marketing should be something that you're always focused on. Um, and on the, even in like times like this of uncertainty that we're in, right?

We're, we're in a recession. I don't care what they say in the news, we're in a recession. Right? That's when you double down on sales and marketing, you know, because you want to continue to reach. People are still spending, even though we're in a recession, you wanna continue to reach them. Yeah. Right? So you have to.

Be able to focus on that process and continue to speak about what your product of service and provide the value and look for the clothes. 

Kacie: Yep. So, great. So let's talk a little bit about. Following up because that also, I think is an important part that connects with the closing. Mm-hmm. And then, and then we'll be good.

That'll be the end of the sales series. Yeah. Then you guys are ready to go out. Yeah. This is good. Make millions of dollars. 

John: I hope so. If you do share something with me. Yes. 

Kacie: Trying to go on vacation. And this kind of goes online. I mean, if you're just an online business, some of you guys are probably like, oh, well this doesn't apply to me because I just, I sell online.

It's very similar concept. Yes. It's like you don't wanna just. When somebody comes to your website, you don't wanna just be like, bam, buy this. This is our product. You wanna build that relationship with them. Same in social media. Social media. You don't wanna buy this, buy this, this is our product, do this.

You wanna build that relationship with them. You wanna figure out what their pain points are. Mm-hmm. And you wanna speak to their pain points. So this isn't just in person, this is, this works online as well. It sure, it sure 

John: does. Yeah. Yeah, definitely. And then the, um, so there's the, there's the closing. We spoke about closing.

And then you transition over to the, let's just say either onboarding or follow up process, right? Which is all under the follow-up window. So you're either going to bring in your client in communication with whoever's next in line, after they sign on the dotted line, whether it's the register, right? Or it's someone that's gonna help them get onboarded into your company, right?

Mm-hmm. For the service that you're providing. So you're following up in that communication process. Um, or you don't close the deal at, at, at that time, right? You wanna make sure that you stay stopped on top of mind with them. Let's say they want to really, they're interested, but they want to think about it, or they gotta talk to their spouse.

You know that one? Yeah. Um, but you want to make sure that you're, you're following up. You have a cadence they call it, right? Where you're following up with that client so that you stay on top of mind. It's usually a couple days after you have that initial conver that, that final conversation a couple days later, they want, there wants to be some type of follow up, whether it's a.

Text, phone call or email. 

Kacie: Yeah. So what you're saying is that you need two follow up processes. Yes. Two completely separate follow up processes. One is for people that you don't close. The second one is for people that you do. That's right. Yep. Yep. And so when you, when you do close a business and you do that follow up, um, that, again, that should all be laid out in systems you shouldn't be right.

Once you close your first business, if you guys are brand new, or once you close something, if you don't, if you're always having to recreate the wheel every single time you close a new customer. Then you're wasting a lot of time For sure. So having some sort of system set up to where before you even go to sell your first sale, when we close somebody, these are the steps, these are the things that happen to make sure that they're taken 

John: care of.

Yep, exactly. If you close someone, send them a welcome message. Send a thank you for joining the family type of message, an intro to whoever's gonna take over, or an intro to what to expect with the product or service that they, that they got from you. And then you plug them into your, um, you know, your drip campaign.

You know, where you're still send, where you're sending them valuable information on a, on a timeframe, right? Um, so you, you're, you're, that way, you're constantly staying in communication with them. And then the ones that don't, that don't close at that spot, you have that couple days later that follow up message, whether it's a text, a phone call or email saying, Hey, I know we didn't make it to the finish line here.

Just want to reiterate the value that we're gonna provide for you if you do decide to jump on. And then, You know, do another one. So there should be like the, the way they cut, the way they call cadence is the amount of time in between communication, right? What's your cadence? And it's typically, if you haven enclosed a deal, first cadence should be like a couple days, like two to three days later, and then a week, right?

And then you, and then if it's nothing still has ha you know, something, it still hasn't closed, then you go to like, Every two weeks or a month and you know, and you, and you slowly, um, separate it, un you know, 10, then you'll decide who's gonna close and who's not. Yeah. You make a decision 

Kacie: at that point, but still kind of be fresh in their mind.

Um, and a a lot of this can be automated, by the way. Almost all of this can be automated. Exactly. Just having systems in place to where, you know, you put them on the list list when one of the systems, so we use Trello mm-hmm. To keep track. There's a checklist and you can have timeless and like assign people to it.

So Trello is really nice. Um, and when we add a card to our follow-up Trello, it automatically creates the checklist. So literally we just type in the name and then it bam everything we need. And then, um, our constant contact is the email system that we use. So that goes in, they get put into a certain thread that we already have laid out.

And I know this is maybe intimidating. I know probably 90% of businesses honestly. Don't have a system, they just do it and then whatever they feel like for that day, then they do it. And it, it, it's a lot of preparation in the beginning. It's a lot of work in the beginning, but I guarantee you're gonna save so much time and you're gonna have a lot more opportunities by doing it this way.

Most 

John: definitely. I mean, truly successful businesses have a solid follow up process. Mm-hmm. Like you have to. Not even. And, and it's not just to, um, to close the deal, but after you close the deal, you want repeat business too. So it's like staying in communication with your clients, um, so that if you're selling a product, you want to sell them more, right?

You want them to keep, keep, um, keep that relationship going, keep buying from you. Or if you're having that service, you know, and your service is a year contract, you wanna make sure they re-up. Mm-hmm. Right? By staying in com in communication. So using, using those tools and those systems. You mentioned Constant Contact, which is great.

And Trello. There's also HubSpot. Mm-hmm. Another one. So there's a bunch of systems you can utilize. 

Kacie: Salesforce I know is really big. Yep. Salesforce is a big one. Insightly. 

John: Mm-hmm. So having, you gotta think about how do I really want to grow my business? What's my vision for it? And then what tools do I need to implement to make that happen?

Mm-hmm. 

Kacie: And a lot of the tools that work well do cost money. But you think if you use this tool and you close one extra sale a month by using this tool, it'll be all worth it. Probably pay for itself and 

John: some, so, exactly. It's an investment. Yeah. Not, not an expense. Exactly. I I always say that. 

Kacie: Yes, you do.

All right. That's all we got for you guys. Yeah. That's the whole sales. That's all the sales stuff we love to hear from you guys, so. If there's something specifically that you want us to get into, feel free to shoot that over in a comment or a message. Message us on social media and we would love it if you guys left us a review on Apple Podcasts or Spotify.

Wherever you're, wherever you're watching, those make a big, they make a big difference. 

John: I think reviews, you know that. That's what really gets us out there to other people. You know, if we're providing value to you, leave us a review because then, Not only is it gonna provide value to you, it's gonna provide value to somebody else that can utilize this information to help their business Exactly.

Work with us 

Kacie: as we work with you. So the next week we're gonna do a summary of the entire sales series. It'll be, you know, 20, 30 minutes, just recap of everything we talked about. And then we're gonna get into our summer short series. Mm-hmm. Which is Oh yes, yes, that's right. All of July will be, maybe August we'll be, we've had some requests for like, just.

Hey, just give it to me in like 15, 20 minutes. Yeah. I wanna cover this topic, this topic. If you guys have any topics you want us to cover in our summer short series, make sure you let us know. 

John: Yeah. It's gonna be good. Mm-hmm. Enjoy your summer. Yes, 

Kacie: cuz we will be. We will be. All right. See y'all, y'all. Peace out.

We'll see you later. Bye-Bye.