Question:

“Our company successfully implements the first 4 steps of the High Output Sales System. Due to the nature of our business the process has evolved where step 5 consists of agreement by the prospect to receive a “statement of understanding”. This is essentially a document from our company stating what we understand their needs to be and nested in it is a proposal to move forward. The document is written following the first 6 steps of the process. We attempt to follow up with the prospects to complete the process but have been unsuccessful in booking the appointment. What do you suggest?”
T. St Germain

Answer:

By the nature of your question, it sounds to me that you are mailing, faxing, emailing or sending by courier your statement of understanding to your prospects. In other words, it sounds like you are not personally delivering these proposals. That is a dire mistake. 75% of your success or failure is directly related the trust and rapport that you establish, and therefore, you want as many opportunities as possible to solidify a relationship with your potential clients.

Every sales call or presentation needs to have an objective and sometimes closing the sale isn’t closing the sale; sometimes the close you seek is just an agreement for the next meeting date!

The approach I suggest you take during your initial sales call is to establish the relationship and to gather a deep understanding of the prospect’s current situation. Having done that you will have a good understanding of true need and how you can possibly help them. Simply state a confirmation of need as you understand it, until both you and the client are on the same page with same understanding of the current situation. Next, advise the prospective client that what you would like to do is prepare a statement of understanding, and deliver it personally so you may present it to them. What you want to right now sell the next appointment. Choose a date for a future point in time by which you can have your presentation finished and schedule the appointment right then and there. You could say something like this:

“You know Mr. Jones, it seems there could be a good fit between what you and XYZ Corp are looking for and what we specialize in. Here’s what I’d like to do, I’d like to prepare a full letter of understanding which outlines what we see as the current situation, and where we see ourselves being able to add value to you. I can have that document ready next Tuesday, if I can deliver it to you for review next week, can you think of any reason, why we shouldn’t go ahead and set that up?”

All you want to do is get a committment to the next appointment. When you come back, re-qualify the prospect to ensure that everything is the same as it was when last you met, then review the letter of understanding. Since it contains your action plan for moving forward, you will then be ready to close the sale to move forward.