What’s the point in selling then?
You may be sitting there wondering what the point in selling if closing is the thing that actually makes you money.
Your business is not going to succeed if you don’t have money coming in, it literally depends on it, closing gets the money in, however, you can’t close people who haven’t been sold on who you are and what you can do for them.
You will have convinced maybe 10 times as many people to do business with you than actually have given you money.
That would give you a 10% closing rate.
If you hadn’t have done the selling to them in the first place the close rate would be 0%.
Selling awareness scale
Unaware > Problem Aware > Solution Aware > Product Aware
Selling is the vital bridge between that takes people from being completely unaware that you even exist up to the point where you can get money out of people’s pockets.
The selling awareness scale above shows the various different states that a prospect could be in.
Let’s take you through an example of this so you fully understand it, let’s imagine that you’re a wedding band
Unaware – Literally has no idea that your brand exists.
Problem aware – Know that they, for example, need some entertainment for the evening.
Solution aware – They understand that a band is a great way to entertain their evening guests and put their personalities into the evening too.
Product aware – The prospect knows who is in the band, the type of music you play, the different service levels you offer and your price.
If you were trying to get the prospect to book (close them) the client at any of the states other than Solution aware then you simply won’t be able to do it.
That’s why selling is still so important.
Why selling isn’t enough
Once a prospect has been moved via selling through to being product aware and their questions have been answered they are in a place where selling is no longer necessary.
In fact, further trying to sell at this point is a huge mistake, if you’re still trying to convince them it’s a good idea after they already know everything then you’ll actually be taking things backwards.
A quick personal example
At my first wedding fair nearly a decade ago I had a rubbish stand, rubbish marketing stuff, knew nothing about selling or closing but I was very good at performing and talking to people.
I impressed a whole bunch of people with tricks I was doing after I’d done 2-4 tricks I’d then tell them the pricing and they’d take a leaflet.
I would keep showing them trick after trick after trick thinking that “just one more trick and they’ll make a booking” – pretty certain I didn’t even take a single booking that day.
I was still selling to them when they needed closing!