Act Now and Save

Act Now and Save

A proven sales tactic over the years has been the “act now” close. It requires some kind of incentive to get your prospect to say yes and give you the order. The reason for “act now” can be positive or negative. Either way it works if done right.

A positive reason to encourage your prospect to act now could be a price concession or other throw in.

When I sold medical billing computer systems to doctors, I used this tactic often and it worked for me most of the time. Of course, I had already qualified them to be a customer and had gone through a discovery, presentation and proposal cycle. If I did not get the order on the spot, I was ready to deal with the prospect later. I had some flexibility in each sale so I could offer an incentive and still make a profitable deal.

Here are a couple of positive examples:

“If you act now I am authorized to include an extended service contract with your purchase. It represents a $500 value. The offer will expire at the end of the month. Act now. “

“If you act now, I can put your order in front of the others and get your system up and operational by the end of the year. If you don’t act now I can’t do it, if not, I can’t”

“I have five certificates for a free Windows 8 upgrade.  If you act now, I can give one of them to you.”

And, a few negative examples:

“If you act now you can avoid the 15% price increase schedule to take place after the end of the year.”

“Your current system is in dire shape. If you don’t act now you might lose valuable programs and data at any time. Please act now.”

“Your software will not be supported after the first of the year. To avoid potential problems and act now.”

I will leave it up to you to create some great “act-now” rationale for clients and prospects in your industry.

Give it a try

Again, assuming the prospect has the need, budget and decision making power, I recommend that you pull out “act now” and give them a call. You can do it and by doing so, finish the sales year strong.

No Water - No Beer

No water – no beer? That is about as spot on a statement as I have ever heard. I went to a national water convention a few years ago. “No Water – No Beer” was the theme of the convention. There is some profound truth here. I would like to use it as a metaphor for business and sales careers.

A Metaphor for Business Development

Water represents your product or services. Beer represents your reward for delivering your products or services. Without water there will be no beer. Without products or services that represent real value to someone there will be no reward.

Making the Bell Ring

I work with a lot of sales and business people. They are either my clients or mentees. I spend my time helping them understand and solve business development issues. Absolutely everyone I deal with is driven to make more sales and more money for their effort.  All of them believe that they have products or services that are of great value to someone. When true, my job in helping them develop their business is relatively easy. Do certain things and avoid others and you will succeed.

The Elephant in the Room

Unfortunately, it is not always that easy. When push comes to shove the reality of a lack of value and demand for their offering is the elephant in the room. They either lack an understanding of their market potential or run on their infatuation for their product or service that is often supported by their friends and loved ones who don’t tell them the truth.

Reality

I know entrepreneurs who invest their savings, max out their credit cards, mortgage their houses, and borrow money from family, friends and fools chasing a dream that, in the end, was folly. I was on a panel of sales experts at a regional business incubator. After the event, a woman told me about her new venture with an online meeting tool organization. It is a multi-level marketing sales deal. She had stated her company, invested in the franchise and asked me my opinion of her potential. I had to tell her that there are two popular websites that provide the same or similar services for free. She had entered into a business where she is competing with free competition. She didn't know. She had no idea. I was sorry to be the bearer of bad news, but you would have thought that she would have done some elementary research before spending her precious time and money.

Research…Then Research Some More

The first two questions that I ask a new client or mentee are “Who buys from you?” and “Why do they buy?” Why will people give you money? Why? Where are they? And, what do you say to them to make the sale? You just have to know that there is water to make your beer or you are wasting your time.

I Can’t Do It

I have a reputation, with many, as a skilled sales professional. I have been to the mountain a few times over my long career. I take selling dead on seriously. My reality is that, short of selling snake oil, I can’t succeed with a product or service that has no real value or demand in the market.

Take Great Care

So, my message today is to invest whatever time and resources necessary to validate the value of your products and/or services in the marketplace. Don’t buy happy talk from your family and friends. They love you and mean well. Salesperson, entrepreneur or established businessperson…you owe it to yourself to make sure you have a sufficient supply of water to make the beer. Cheers!