HOW TO WIN

MORE DEALS
FASTER
Brought to you by:
www.futuresimple.com
1. What is a great lead?
2. Generating great leads
3. Managing the sales process
4. Getting to “yes”
5. Winning the deal is just the beginning
6. Making it all happen
How can you tell if an incoming lead is the right ft for your business?
What are some ways you can qualify your leads?
Now that you can identify a great lead, what marketing channels can you
use to generate great leads?
Getting a good lead is just the beginning. Manage your sales process
effectively to win more deals
The tail end of the sales process often involves negotiations. Learn how
to negotiate effectively and win more deals
Congrats on winning the deal! Great business people understand that
winning the deal is just the frst step in building a customer relationship
As a small business, how can you stay on top of this sales process? A
simple CRM and sales tracking app can do the trick
CONTENTS
Great question. A great lead is one which you have a very high
chance of winning by the end of your sales process.
But how can you know what the chances of winning a deal will
be before you even start speaking with the prospect? The
answer comes from four criteria you must evaluate: your
company’s strengths, the deal characteristics, the prospect's
profle and the competitive environment. For each of these, you
should ask yourself a couple of important questions.
Let’s start with your company’s strengths. The quintessential
question is whether your company is the right ft for this cus-
tomer. Say you’re a graphic designer specializing in package
design and you get a lead from a prospect who wants to design
a logo. While you can design logos, it’s certainly not your forte.
You can choose to compete for this deal, but guess what? Your
portfolio is all about package design and at some point, your
prospect is going to want to see it, and you’ll have nothing to
show. You get the idea - you donҋt want to compete for leads for
which your strengths wouldn’t be a competitive advantage.
A GOOD
SALES
PROCESS
STARTS
WITH
GREAT
LEADS
WHAT IS A GREAT
LEAD?
3
Next, consider the specifc characteristics of the lead itself.
Specifcally, consider the expected quality, time and budget for
the job. When does the prospect need the service done or
product delivered? Can you fnish the job on time? Is the cus-
tomer familiar with the prices that you charge? What is the
expected quality of the job and can you meet it? Don’t forget
that you might be overqualifed for a specifc job. While the
customer would be happy to get a better quality job, this will
usually trigger pricing issues. Sometimes it’s hard to estimate
the schedule and the budget. In this case, historical data about
projects you’ve been involved with can be very helpful.
Another important criterion to evaluate is your customerҋs iden-
tity. Have you worked with customers from that industry and of
that size before? If so, youҋll have the necessary testimonials to
present and a good understanding of the work process
involved. Is this a high profle customer? If it is, you might
forego the proft at frst in order to have this customer in your
portfolio. Does the customer have a good reputation in the
market? Is the customer serious enough about making this
project happen?
Lastly, you should ask yourself who will be your competitors on
this deal and what are your objective chances of winning it
against them.
Once you’ve answered all these questions, you’ll have a good
perspective on whether or not this is a deal youҋd like to win. Itҋs
important to remember that thereҋs a trade-off youҋll have to
IS YOUR
COMPANY
A GOOD
FIT FOR
THIS
DEAL?
4
make between some of these criteria. These trade-offs will
depend on your preferences as well as the stage your company
is at. For instance, you might get a high profle customer with a
low budget, but you’d prefer to take the deal anyway in order to
build your reputation in the market.
Next, let’s see how you can make sure you get more of these
great leads.
5
PipeJump
TIRED OF NOTES, SPREADSHEETS AND
LOUSY SALES SOFTWARE?
WE HEAR YA! TRY US AT
WWW.PIPEJUMP.COM
Now that you know what great leads look like, the question is
how can you get them? Leads come from a variety of sources
and if your business has been around for a while, chances are
you’re probably already getting leads.
Say youҋre the owner of an architecture frm. A contractor
named Dave calls you to discuss a potential project. You go
through the qualifying questions and it turns out that this really
is a great lead for your frm.
You’d love getting more deals like that but the question is: how
did Dave even hear about your frm? Well, maybe he saw your
frm's ad in "Architecture Now" magazine or maybe he was
searching Google and found you through Google AdWords.
Each one of these is a marketing channel. Any company can
have multiple marketing channels to drive new business
through its door. Here are the main marketing channels that
you’ll want to consider:
KNOW
WHERE
YOUR
GREAT
LEADS
COME
FROM
GENERATING
GREAT LEADS
7
As you can see, there are many potential marketing channels
out there to help drive leads. Over time, youҋll want to experi-
ment with all of them to learn which are most effective for your
business. The defnition of effective might be tricky, but the
main question you should ask yourself here is whether the
channel was worth the cost you invested in it. Itҋs a pretty
straight forward ROI (return-on-investment) calculation. In order
to be able to perform this analysis, youҋll need to track the mar-
keting channel for each one of your leads. Doing so will help
you see which channels bring you the most qualifed leads and
the most deals.
With this powerful information, you can then go ahead and
focus on those specifc marketing channels and make sure you
maximize the returns on your marketing efforts.
Advertising
Print
Events
Online (display
ads, search based)
Radio
Television
Word-of-mouth
Referrals (clients,
prospects)
Networking / event
prospecting
Affliates / distribu-
tors
Public Relations
Press releases
Television
Radio
Media websites
Blogging and
blogger outreach
Digital/Internet
E-mail
RSS (content
distribution)
Social Media
SMS (text msg)
Q&A Sites (Quora)
Direct Marketing
Postcards
Coupons
Flyers / Catalogs
Cold calls (lists)
Warm calls
(interested leads)
Events
Sponsorships
Event hosting
(branded events)
8
Sourcing great leads is just the beginning though. Once you get
a great lead in the door, you’ll want to make sure that you do
everything in your power to win the business. Itҋs hard enough
to get good qualifed leads, so you defnitely don't want to lose
the business because of poor management of your sales
process.
Once again, itҋll be useful to start with some defnitions. Your
sales process should be visualized as a funnel. You get many
leads at the start of the funnel with only a few of them making it
through the whole process. Each step in the process is called a
"sales stage" and the sales stages together form your "Sales
Funnel". Different companies have different funnels, but in
general, it’s useful to keep the funnel small and simple. What's
common to all funnels are the three closed stages: Unqualifed
- which is the bucket for the deals that weren't a good ft for
you; Lost - where the deals that you wanted to win, but lost,
end up; and Won - where the deals you won (hopefully many)
are stored. In between these, there are a few other stages.
ONCE
YOU GET
A LEAD IN
THE
DOOR,
MAKE
SURE YOU
WIN IT!
MANAGING THE
SALES PROCESS
9
Let's look at a simple example. A new lead will usually be
placed into the frst stage of the sales funnel - let's call this
stage "Incoming". At this point, you evaluate this lead
(according to the essential questions that we mentioned earlier)
and if the deal is qualifed, you simply forward it to the next
stage in the sales process, which in our simple example we’ll
call the "Qualifed" stage. Two weeks pass by and you've held a
meeting or two with the prospect. You’ve gathered enough
requirements and are now at the point where you need to
create a price quote. Now you can move the deal forward in the
process to the "Quote" stage. Once you prepare the price quote
and send it to the prospect, you can move the lead to the last
active stage, which in our example is "Closure". This is where
the fnal details will be sorted out and the negotiation will usu-
ally take place. After the Closure stage, you will either win or
lose the deal.
Creating such a funnel and taking your leads through it has
some powerful advantages:
1. You’ll know exactly which stage of the funnel each of your
leads is at and can predict your sales in the short-term
2. You’ll see which stage you’re losing most of your deals at by
viewing a report called the funnel report. In this report, you can
easily identify the stages at which you lose deals. For example,
if you’re losing many deals in the Quote stage, it might mean
that you’re not preparing your quotes fast enough or that your
quotes are not effective.
UNQUALIFIED INCOMING QUALIFIED QUOTE CLOSURE
LOST
WON
10
3. You’ll improve the chances of closing deals by setting rules
around the customer engagement at each stage. For example,
let's say you fnd it effective to follow up on your customers one
week after you send them a quote. You can quickly look at your
closure stage and know which customers you have to call and
follow up with. In PipeJump, our simple CRM, you can even set
tasks and reminders so that you’ll be sure not to forget to do
the follow-ups.
USE
PIPEJUMP
TO SET
TASKS
AROUND
DEALS
11
As mentioned before, the last part of your sales process will
likely involve some sort of negotiation. More often than not, this
will be a negotiation around price. Sometimes it might also be a
negotiation around the delivery schedule for the product or
service you’re selling.
Understanding basic negotiation techniques can help you win
more deals without alienating your prospects. Negotiation is
indeed an art, but consider some of the following tips:
Research - Donҋt enter into negotiations blindly. Prepare your-
self by spending plenty of time doing relevant research. When
you know your industry and your product, you have the power
to bargain more effectively. There are several places to get the
information you need. Most people head straight to the Internet
to fnd what they need. This is a good place to start if you know
what you’re looking for. But beware of unreliable information
sources. If you plan to use a chart or statistic, share your infor-
mation source. Donҋt rely on the Internet for all of your
BASIC
SKILLS
CAN HELP
YOU WIN
MORE
DEALS
GETTING TO “YES”
12
information. Talk to people with experience in your client’s line
of work and to people who know them. Find out what you can
offer that will be hard for your customer to turn down.
Improve Your Communication Skills - You simply canҋt be
effective if you don’t express yourself clearly. Negotiation is a
dialogue and the ultimate goal is for both parties in the discus-
sion to come away with a clear understanding of the terms of
the agreement. One way you can improve your communication
skills is by learning and practicing Nonviolent Communication
(NVC) techniques. NVC emphasizes speaking in a way that
conveys the importance of your needs and feelings related to
the topic. Compromise comes more quickly with NVC.
Be CaIm and Conñdent – During negotiations, you need to
keep your cool. Your ability to stay calm and collected (even if
itҋs only on the outside) works to your advantage. It sends a
message to the bargainer that you know your points are strong
and valid and that you are determined to reach your goals. Itҋs
much like a political debate in that the person who remains
calm often comes out on top.
Use Your Sense of Humor - Humor can bring two people
together – even if initially they were completely at odds with
each other. When things get tense, you can use humor to break
through the tension. If you get your opponent in the negotia-
tions to view you as a nice person, bargaining with them
becomes much easier. In addition, humor takes the pressure off
and helps you see things more clearly.
HUMOR
CAN
BRING
TWO
PEOPLE
TO-
GETHER
13
Give Something Away – Every negotiator has to make some
sacrifces and give something away in order to reach an effec-
tive compromise. The best negotiators realize that being tough
throughout the whole negotiation can land both parties in a
stalemate. Prepare yourself to give something up before you
enter negotiations. Whether you agree to meet certain condi-
tions or give a small discount, your willingness to compromise
will show the other person that reaching an amicable resolution
is important to you. Keeping this in mind, you should plan a little
wiggle room before the negotiation starts. If there are certain
things that you must have, don’t begin the bargaining process
by asking for the bare necessities. Ask for more than you
expect and leave yourself room to offer some concessions so
that in the end you both walk away with everything you need. At
the end of the day both parties have to feel that they’ve ‘won’
something.
BOTH
PARTIES
HAVE TO
FEEL
THEY'VE
WON
14
For most businesses, repeat business from customers is the
single most effective engine for growth. If you want your custom-
ers back, you have to make sure that you deliver on what you
promised. Make sure that the team in charge of the project or
fulfllment knows exactly what the customer has asked for and
what youҋve promised. Document these details (for example in
a deal page) so that you can always refer back to it when the
time comes. A great way to gauge customer satisfaction is by
calling your customers every once in a while for small talk
around your progress. Framing the conversation this way will
help you solicit honest and direct feedback.
Itҋs equally important to record these conversations as well.
Simply imagine how powerful it is to see one page for each one
of your customers that contains all the previous deals and con-
versations that you’ve ever had with him or her. You can then
immediately identify your top customers and improve your com-
munications with them, making sure that they will return to you
the next time they need something.
MAKE
SURE
THAT YOU
DELIVER
ON WHAT
YOU
PROMISED
WINNING IS JUST
THE BEGINNING
15
Ever wondered what makes Amazon one of the most respected
brands and the biggest online retailer? Consider Jeff Bezos’s
(Amazon CEOҋs), words: "Yes, you should wake up every
morning terrifed with your sheets drenched in sweat, but not
because youҋre afraid of our competitors. Be afraid of our cus-
tomers, because those are the folks who have the money. Our
competitors are never going to send us money.”
16
Worry not. We know that this might look like a cumbersome
process that adds a lot of overhead. As a small business owner,
manager or employee, time is your scarcest resource. At the
end of the day, the beauty of this method is that it’s robust but
simple. Itҋs practiced successfully by many small businesses
like yours.
You'd be surprised how easy it is to put this sales process in
place. With PipeJump, our simple sales tracking and customer
management tool, it really doesn't take anything more than a
computer, an Internet connection and 10 minutes of your time.
In a matter of days you'll start noticing how much more produc-
tive and effective your sales will become.
Practicing these tips will help you improve your sales process
tremendously, drive more business to your door, and fuel the
growth of your business.
IT’S
SIMPLE TO
GET
STARTED
MAKING IT ALL
HAPPEN
17

Generating great leads Now that you can identify a great lead. Manage your sales process effectively to win more deals 4. Managing the sales process Getting a good lead is just the beginning. how can you stay on top of this sales process? A simple CRM and sales tracking app can do the trick . Making it all happen As a small business. Getting to “yes” The tail end of the sales process often involves negotiations. What is a great lead? What are some ways you can qualify your leads? 2. Learn how to negotiate effectively and win more deals 5. Winning the deal is just the beginning Congrats on winning the deal! Great business people understand that 6.CONTENTS 1. what marketing channels can you use to generate great leads? 3.

The quintessential tomer. but guess what? Your portfolio is all about package design and at some point. 3 . your prospect is going to want to see it.WHAT IS A GREAT LEAD? Great question. While you can design logos. and you’ll have nothing to which your strengths wouldn’t be a competitive advantage. the prospect's should ask yourself a couple of important questions. Let’s start with your company’s strengths. A GOOD SALES PROCESS STARTS WITH GREAT LEADS But how can you know what the chances of winning a deal will be before you even start speaking with the prospect? The answer comes from four criteria you must evaluate: your company’s strengths. A great lead is one which you have a very high chance of winning by the end of your sales process. You can choose to compete for this deal. Say you’re a graphic designer specializing in package design and you get a lead from a prospect who wants to design a logo. the deal characteristics. it’s certainly not your forte.

Have you worked with customers from that industry and of present and a good understanding of the work process portfolio. Sometimes it’s hard to estimate projects you’ve been involved with can be very helpful.the job. When does the prospect need the service done or IS YOUR COMPANY A GOOD FIT FOR THIS DEAL? tomer familiar with the prices that you charge? What is the expected quality of the job and can you meet it? Don’t forget customer would be happy to get a better quality job. Once you’ve answered all these questions. Does the customer have a good reputation in the project happen? Lastly. this will usually trigger pricing issues. you should ask yourself who will be your competitors on this deal and what are your objective chances of winning it against them. you’ll have a good 4 . tity.

but you’d prefer to take the deal anyway in order to build your reputation in the market. 5 . Next.depend on your preferences as well as the stage your company low budget. let’s see how you can make sure you get more of these great leads.

SPREADSHEETS AND LOUSY SALES SOFTWARE? WE HEAR YA! TRY US AT WWW.PipeJump TIRED OF NOTES.PIPEJUMP.COM .

Each one of these is a marketing channel. the question is how can you get them? Leads come from a variety of sources and if your business has been around for a while. KNOW WHERE YOUR GREAT LEADS COME FROM named Dave calls you to discuss a potential project. Here are the main marketing channels that you’ll want to consider: 7 . chances are you’re probably already getting leads. You go through the qualifying questions and it turns out that this really You’d love getting more deals like that but the question is: how searching Google and found you through Google AdWords. Any company can have multiple marketing channels to drive new business through its door.GENERATING GREAT LEADS Now that you know what great leads look like.

you can then go ahead and maximize the returns on your marketing efforts. there are many potential marketing channels ment with all of them to learn which are most effective for your main question you should ask yourself here is whether the keting channel for each one of your leads. Doing so will help the most deals.Advertising Print Events Public Relations Press releases Television Radio Media websites Word-of-mouth Networking / event prospecting tors Radio Television Blogging and blogger outreach Direct Marketing Postcards Coupons Events Sponsorships Event hosting Digital/Internet Social Media Warm calls As you can see. With this powerful information. 8 .

Once you get a great lead in the door. it’s useful to keep the funnel small and simple. You get many leads at the start of the funnel with only a few of them making it through the whole process. Each step in the process is called a general. What's 9 . you’ll want to make sure that you do ONCE YOU GET A LEAD IN THE DOOR. sales process should be visualized as a funnel.MANAGING THE SALES PROCESS Sourcing great leads is just the beginning though. MAKE SURE YOU WIN IT! the business because of poor management of your sales process.

You’ll see which stage you’re losing most of your deals at by if you’re losing many deals in the Quote stage. it might mean that you’re not preparing your quotes fast enough or that your quotes are not effective. you will either win or lose the deal. you can move the lead to the last ally take place.WON UNQUALIFIED INCOMING QUALIFIED QUOTE CLOSURE LOST Let's look at a simple example. which in our simple example we’ll meeting or two with the prospect. Creating such a funnel and taking your leads through it has some powerful advantages: 1. Now you can move the deal forward in the and send it to the prospect. A new lead will usually be stage in the sales process. You’ve gathered enough requirements and are now at the point where you need to create a price quote. After the Closure stage. 10 . You’ll know exactly which stage of the funnel each of your 2.

3. You’ll improve the chances of closing deals by setting rules week after you send them a quote. You can quickly look at your closure stage and know which customers you have to call and tasks and reminders so that you’ll be sure not to forget to do USE PIPEJUMP TO SET TASKS AROUND DEALS 11 .

There are several places to get the BASIC SKILLS CAN HELP YOU WIN MORE DEALS what you’re looking for. you have the power to bargain more effectively. but consider some of the following tips: Research self by spending plenty of time doing relevant research. Understanding basic negotiation techniques can help you win more deals without alienating your prospects. Sometimes it might also be a negotiation around the delivery schedule for the product or service you’re selling. this will be a negotiation around price. But beware of unreliable information 12 . Negotiation is indeed an art. More often than not. When you know your industry and your product. the last part of your sales process will likely involve some sort of negotiation.GETTING TO “YES” As mentioned before.

When things get tense. HUMOR CAN BRING TWO PEOPLE TOGETHER Improve Your Communication Skills effective if you don’t express yourself clearly. Talk to people with experience in your client’s line offer that will be hard for your customer to turn down. Use Your Sense of Humor together – even if initially they were completely at odds with each other. Negotiation is a sion to come away with a clear understanding of the terms of the agreement. you need to message to the bargainer that you know your points are strong much like a political debate in that the person who remains calm often comes out on top. bargaining with them and helps you see things more clearly. One way you can improve your communication skills is by learning and practicing Nonviolent Communication conveys the importance of your needs and feelings related to – During negotiations.information. you can use humor to break tions to view you as a nice person. 13 .

Prepare yourself to give something up before you tions or give a small discount. 14 . Ask for more than you expect and leave yourself room to offer some concessions so that in the end you both walk away with everything you need. Keeping this in mind.Give Something Away – Every negotiator has to make some tive compromise. At the end of the day both parties have to feel that they’ve ‘won’ something. don’t begin the bargaining process by asking for the bare necessities. your willingness to compromise will show the other person that reaching an amicable resolution is important to you. The best negotiators realize that being tough throughout the whole negotiation can land both parties in a BOTH PARTIES HAVE TO FEEL THEY'VE WON stalemate. you should plan a little things that you must have.

WINNING IS JUST THE BEGINNING MAKE SURE THAT YOU DELIVER ON WHAT YOU PROMISED ers back. Make sure that the team in charge of the project or time comes. 15 . You can then munications with them. A great way to gauge customer satisfaction is by calling your customers every once in a while for small talk help you solicit honest and direct feedback. you have to make sure that you deliver on what you promised. making sure that they will return to you the next time they need something. Simply imagine how powerful it is to see one page for each one versations that you’ve ever had with him or her.

” 16 .Ever wondered what makes Amazon one of the most respected brands and the biggest online retailer? Consider Jeff Bezos’s tomers. because those are the folks who have the money. Our competitors are never going to send us money.

We know that this might look like a cumbersome process that adds a lot of overhead. our simple sales tracking and customer management tool. drive more business to your door. At the end of the day. it really doesn't take anything more than a IT’S SIMPLE TO GET STARTED tive and effective your sales will become. time is your scarcest resource. Practicing these tips will help you improve your sales process tremendously. the beauty of this method is that it’s robust but like yours. You'd be surprised how easy it is to put this sales process in place.MAKING IT ALL HAPPEN Worry not. 17 . manager or employee. and fuel the growth of your business. As a small business owner. With PipeJump.

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