Page 291 - Duct Tape Marketing

Chapter 17

Making the Sale

In This Chapter

ᮣ Turning prospects into customers
ᮣ Sales presentation tips
ᮣ Easing the buying experience

Let’s start with some assumptions about your business:

You have a great product or service.

You’ve developed a clear business image.

You’ve honed your marketing premise into a succinct message that matters
to consumers.

You’ve run ads, sent direct mailers, opened a Web site, and driven traffic to
your business.

In other words, you’ve got plenty of prospects. Now what do you do?

If you’re like most businesses, you follow the if it ain’t broke don’t fix it rule
and you keep doing what’s working. You run more ads, send more mailers,
create more links to your Web site, and build more interest.

But . . . if you’re like the most successful businesses, this is the point at which
you shift emphasis. After all, your goal isn’t to gather prospects but to gain cus-
tomers. Prospect generation is a step on the path, but it’s not the destination.

That means it’s time to focus on making the sale, closing the deal, winning
the customer, and getting to yes. That’s what this chapter is all about.