☎️ The Two Call Close
📝 Send Contracts, Not Proposals
🛒 Websites That Sell
☎️ The Two Call Close
The holy grail of branding is the “Two Call Close.” It’s the ability to package your value proposition so well that a salesperson can win a deal in two calls over two weeks.
The first call sets the stage. It qualifies if the prospect is a fit for your services, demonstrates your firm’s capabilities, and sets the customer up to agree to move forward with a service agreement.
The second call is a closing call. The sales rep reviews the agreement, answers questions, negotiates sticking points, and gains consensus to move forward.
Moving a big sale so fast through the funnel may sound impossible, but it can be achieved if your brand and marketing are firing on all cylinders:
- Your reputation precedes you. You can’t achieve a Two Call Close if your customers don’t know you from Adam. By focusing and dominating a niche market, your brand is known as a mark of trust.
- Your website sells as well as your best salesperson. Your website and content are baked into the discovery process. By the time a customer speaks to a salesperson, they already know their options, the value proposition, and are educated buyers. They’re ready to be converted.
- Your salespeople are subject matter experts. Fast sales cycles require highly competent salespeople. The sales process looks more like a facilitation because the rep helps to educate and guide the customer to make sound purchase decisions.
The Two Call Close is a commitment. Every step is refined, optimized, and polished. This level of selling is not an accident.
📝 Send Contracts, Not Proposals
Achieving a Two Call Close is all about driving velocity into your sales funnel. You need to trim the fat and all the things that delay sales.
Proposals are ubiquitous in business, but they are evil. They slow everything down.
Customers and salespeople can hide behind them. It doesn’t cost a customer anything to say, “Send me a proposal.” And the salesperson thinks they’ve done a good job and scurries back to their desk to write a thirty page document.
Instead of presenting a proposal, offer a service agreement. You will know right away if a prospect is ready to buy.
A contract has very different implications from a proposal. It means you’ve come to an understanding with your client. You understand their needs, and they understand what your firm will offer, how the service works, what they will receive, and what it costs.
There are no surprises. The contract simply states the facts.
If a customer isn't ready to receive a contract, they are not ready to receive a proposal either. This can mean several things:
- The customer doesn’t understand what your firm does and what it will deliver.
- The customer has doubts in your firm’s capabilities.
- The customer isn't ready to buy, or may be leaning toward another option.
Wouldn’t you rather know the customer has doubts and tackle those head on versus writing a proposal?
🛒 Websites That Sell
Make your website sell as well as your best salesperson.
It’s a mistake to think of your website as a marketing tool. It's a salesperson.
Your website tells your company story, describes your products and services, establishes trust, demonstrates capabilities, builds relationships, and drives customers to logical next steps.
A website does everything a talented salesperson does, except for negotiating and closing deals.
So I have one blunt statement: Invest in your website like it is your best salesperson. Train it. Support it. Manage it. Invest in it. Upgrade it. Generate leads for it. Do everything in your power to make it a success.
Buyers spend a lot of time looking at websites. How well is yours performing?
🤔 Thoughts on Today’s Issue?
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