Meeting Mistakes 4: Early Closing

In most industries, the sales process is not a quick one. Customers generally have loyalty to their suppliers and in some cases there can be entry barriers, such as relationships, stock holding, forward orders, custom specifications or supply contracts...

MISTAKE NUMBER 4:
Trying to close a sale in the first meeting

SOLUTION NUMBER 4:
You do not need to walk out of the meeting with an order in your hand

By being too pushy in your first meeting you may well get the door closed on you for a very long time. If the buyer is dissatisfied with the incumbent and your offer is suitable then they will almost always make it very clear you are getting the business. In most other cases the sales process takes a little longer. So, depending on the vibe in the meeting and the messages you are getting the most successful strategy is as follows:

1. Clearly state that you are very interested in supplying them
2. Acknowledge that you are prepared to work for the opportunity to supply them
3. Ask for the opportunity to supply a small trial order, or supply one of their products. This will get your foot in the door with a small volume of their business: one product, one product range or perhaps just one order
4. Make sure your business exceeds all expectations on product, service, delivery, communication, invoicing, follow-up service and so on
5. Build on this start. Gain their trust in you and your business. Over time, you can grow their spend with you
6. Keep in regular contact with the buyer and the business will grow

This strategy will ensure that you get the opportunity to show what you can do, what your company can do and what your products or service can do.

It will keep your foot in the door and give you a reason to meet regularly with the buyer and develop a relationship. It is also far easier for you to deliver over your expectations when you have a small percentage of their requirements and to impress the buyer.