Top Tips
Closing the Sale: What Works Best

Top Tip One
I find that many clients, especially those who run small to medium-sized companies, aren't comfortable handing out creative assignments. They just don't know what to expect. So to close a sale, with a client who takes some convincing, I write a proposal, including a situation analysis, description of the assignment, an in depth description of my approach, # of meetings, deliverables, schedule, etc. In most cases, I also include a rough estimate for budgeting purposes.
This allows my prospects to feel more comfortable with the creative process. I'm often up against other creative teams, and by being buttoned up, communicating well and setting expectations, I often get the work. I also think it's good to be flexible.

I rely on my new Web site to sell prospects on my creativity and describing what I do.

Leslie Lawton
Lawton Communications

Top Tip Two
I listen and try to figure out what stands in the way of the contract. Then I suggest how I can help remove that obstacle. Often I am meeting with a client from a prior engagement, or one who has a referral from a prior client, so the client is predisposed to selecting me. In these cases, often the client has looming deadlines, and I recommend a nearly immediate kick-off meeting.
Recently I met with 2 prospects identified through mutual referral. Both ended our meetings by saying they want to engage me, but don't have budget. In this case, I suggested a specific time to touch base with them again. This allows me to remind them of my value add and availability, and nudge them to find budget. Earlier in the meeting, I had offered to provide a brief proposal that could help them get budget approval, but they have deferred this recommendation so far.

Candace Engelsen
Market Dynamics
Strategic Marketing Consulting
CandaceE@pacbell.net

Top Tip Three
I ask questions and immediately offer some opinions on what is 'critical path.' Then, I focus on a one month or immediate term deliverable and talk about how that outcome will determine our next steps. If they like this, I put it into an informal 'draft' workplan so that they know I'm serious. This allows them to sign on for a concrete, short-term commitment and lets them know that I'm signing on for a deliverable right away.

Melinda Douglass

Compiled by Sherry Prescott, a senior high technology marketing consultant in Silicon Valley, specializing in both consumer and high-technology products. If you have a "top tip" to contribute, email her at sherry_prescott@yahoo.com.