Coffee is for closers

by Travis Ketchum · 3 comments


Iconic words from Alec Baldwin in “Glengarry Glen Ross” which is one of almost every sales guys favorite movies. It idolizes sales as being on the hunt, taking any leads and converting them into sales. Many of the points driven home in that scene are used as common practice throughout training manuals everywhere, but lets take a moment talk about what actually works and why you are having trouble getting that sale you so desperately want/need.

Rule #1: ABC, Always Be Closing

This one seems simple, but if your goal is to generate a sale then every activity should be working towards that goal. Now, do not get this confused with going for a hard sell or constantly pitching somebody because that turns off 99% of even the warmest leads. However, make sure that you are in control of the conversations direction in a way that will ultimately lead to the discussion of “why wouldn’t you buy?”.

Rule #2: Create rapport

People buy from people they feel they can relate to. Do both you and your prospect have kids? Then the conversation can easily lead to a “parents like us..” type of discussion that makes them feel like you genuinely understand their situation, and that you can more reasonably understand their complex problem within the 15 minutes you have been talking with them. You obviously need to know a lot about what you are selling, but consumers these days are skeptical – and rightly so. Give them a reason to trust you.

Rule #3: Give the sales context

Customers come to you for one reason, and one reason alone. They have a problem or point of friction that they think your product or service will solve for them. Build context around what that pain point is for them and how it can be alleviated with your offering, and that is not always sitting directly on the surface. For instance, if you are offering a Kia, you are selling a mode of transportation. However, if you are selling a Ferrari you are selling a lifstyle, class and luxury. THAT is the “pain point” for the customer, therefore that is what you should build the conversation around.

Closing the sale

Once you understand the process of “why” and “how” you think can make a move for the kill and ask for the sale. Be prepared for them to say no, practice your rebuttals for reasons why people would suddenly no longer be interested because there are a million reasons that we try to talk ourselves out of things. Once they sign on the line that is dotted, make sure to brew yourself a fresh pot of coffee πŸ˜‰

WARNING: If you are at work, there is some swearing in this video. Complete classic though, so bookmark this post.

About Travis Ketchum
A smart ass marketer who doesn't take no for an answer and always questions the status quo. Connect with me on Google+. Convinced yet? Get more tips and great content 100% free.

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Building a sustainable business is all about how well you can gather and maintain an audience. An email list is still one of the most viable ways to do just that.

We wanted to find a way to build an email incredibly fast, in a way that people actually find interesting, engaging and well - cool. It took a lot of testing to weed-whack through all the hype and find something that really worked.

The result? We ended up building our own solution, focused around the idea of contests and rewarding people for taking the actions that ultimately led to more leads on our email list. Everyone wins (and some literally do!), because as it turns out people love contests regardless of their market place.

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{ 3 comments… read them below or add one }

Radu Tyrsina January 13, 2011 at 1:16 PM

The small changes you did to the Thesis are enough to grow a good readership πŸ™‚ Alec Baldwin is such a Don Juan πŸ™‚


Travis Ketchum January 13, 2011 at 2:13 PM

haha! Glad you like it, thanks for stopping by.


Radu Tyrsina January 13, 2011 at 2:48 PM

Looking forward to the donation banners! Make them smoking hot!


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