Closing a deal is a lot like scoring touchdowns.
With the right players, plays & execution you’ll score more than your opponent, but not every possession turns into a score and not every opportunity closes. The key is to have a plan, a process & execute.
Before we go any further I have a quick a fun fact. How many kickoffs were returned for touchdowns in the 2016 NFL season? If you guessed 7 you were correct. Only 7 out of 1035 kickoffs were returned for touchdowns which is less than 1%. Not a very good average and most likely explains why a majority are taken as touchbacks. Now imagine if your closing percentage was less than 1%. I can guarantee you wouldn’t be in sales for very long.
Each Zone has its own set of activities, milestones and exit criteria. Each stage leads you down the path to success if followed correctly with the goal to win the winnable opportunities. Because you followed a process which mapped to your stages, your reward is a significant increase in close probability as the deal moves along from stage to stage and zone to zone. Remember a punt is better than a turnover. Don’t force a deal to get done or it could turn into a fumble. This is the reason we follow a process, to identify winnable opportunities and move it along but remember not all opportunities are winnable so punts are inevitable.
Let’s look at the Zones by close ratio’s. As you can see and would assume your close ratio will increase substantially from zone to zone. As you enter the next Zone you’re increasing your probability to close the deal. Moving forward I would suggest in addition to measuring your close ratio from SQL to close, start measuring from each Zone. This way you can identify your closing ratio by Zone. Then work on increasing your probability by Zone by changing your activities or plays.
Now get into the Zone and start focusing on moving your deals methodically down the field, Yellow, Green then Red. Try it and I’ll guarantee you’ll score more often.
Keys to being a Red Zone Closer:
- Qualify before accepting
- Scope before selling
- Solve Problems, don’t push product
- Create a win win proposal
- Stay laser focused in Red Zone
- Don’t stop until time has expired