How To Increase Your Close Rate By 57%

When I first started my business, I had the same problem thousands of other businesses have. I had lead after lead coming in, I'd get my hopes up, I'd 15 "maybe clients" but like a marathon runner who had spent all his energy, I couldn't cross the finish line. I tried everything, switching niches, offering to work off of commission but nothing would stick. I almost gave up... but luckily for me I had my friend Dan. Dan was the most depraved, down-right degenerate sleazy salesman you can imagine (sorry Dan). There's a saying in sales which goes by "Don't sell shoes to a man without feet". But Dan would somehow someway find a way to close any deal, shoes to footless men, glasses to blind, you name it, he could sell it.

Now, I'm not promoting Dan's sleazy tactics, anyone who works with me will tell you, that I don't sell things to people who don't need them. But what did learn from Dan, is the secret to closing any client...

The Magic Secret.

The problem most have (including past me) was you care about your product or service too much. Let me explain what I mean this.

Business people know loads about what they're selling, they kinda have to it's their job. The downside of this however, is that many people can become detached. You assume everyone's like you and knows just as much, meaning they'd need just as much information in order to be convinced. This is the complete wrong approach however, most people don't know anything.

Someone who needs a plumber doesn't know or care about how a toilet works. So, if you're trying to get more clients, it would be a bad idea to mention how your toilet is x percent more efficient. A better way of selling would be to mention how quickly you can get the job done, or how you can fix their leak with minimal damage. This is what basically what Dan taught me, although I changed some things around so this skill can be applied to any business. I call it the PAS System.

What is the PAS System?

There's 3 main parts, which if you follow correctly, will have you closing any client, anywhere.

Although, I would recommend using this for good and not becoming a sleazy salesman, I'm Dan's only friend.

The first part is the "Problem". A good way, to start any sales call is by identifying customers pain points.

Don't start diagnosing them, what I mean by this, every client has a problem or pain that they want solved by your product or service. This applies to literally everything, even something as seemingly meaningless as a fidget spinner, remember those?

You might think that a fidget spinner couldn't solve any problems, and you would be right, if there wasn't such a thing as first world problems.

The problem fidget spinners solve is..

BOREDOMMMMMMM!

So the way to sell a fidget spinner is to prove how it will cure a potential customers boredom, not talk about how its bearing is 19.33333% more efficient.

This leads me onto the next most important part...

The Second Part.

So you've found out their problem, great.

But what next?

This is most risky part of any sales call because if you get this wrong, you'll sound annoying, and no one wants to give money to an annoying person.

The "A" in PAS stands for agitate.

What this means is once you find out what the customer's problem is, you poke and prod at it and make them realise it's a problem that needs to be solved now!

So you don't get this wrong, I'll give you an example using the fidget spinner.

Something you could would be "Currently, when you're class or work and you're bored, you've got nothing to do. Nothing to preoccupy your mind'.

This is a great way to make a customer or client visualise their problem.

But this leads us on to the most important part...

The Finishing Move!!!

Paradoxically, this is one of the most important steps however, if you've done the other ones right it is often the easiest.

Like great mathematicians before us, you solve the problem.

You provide the customer with a nicely packaged solution to their complicated issue.

Carrying on with the fidget spinner example, solving the problem here would look like showing you sell fidget spinners at an affordable price.

The PAS system can be applied to any ad or marketing campaign you make also.

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