As a New Business Person, Can you Close at the First Meeting?
Answers to a reader's new business question
by Todd Knutson | published on October 16, 2009
A reader from Finland recently emailed a few questions, which I'll answer over the next few days. The first is, "When you're selling something as intangible as advertising, how can you close
The Comments of Others
Todd Knutson | 10/21/2009
Timo, good questions and fodder for a future post!
Todd,
Thank you for covering this topic. I’m flattered.
Do you have any case examples of a typical cycle of a new business acquisition for situations when you have sold:
A. A single advertising campaign / tactical act.
B. A brand building process for a company or a product which lasts over an extended period of time.
I’m curious how many meetings it have taken for you get started with projects like these?
And what kind of topics have you covered in the meetings to move your prospect forward?
Right now, I’ve been trying two ways to acquire new business.
A. Try to get the first meeting to learn about my prospect without planning to sell anything. Then, if the needs match, I go to work on a proposal or stay in touch about how we can solve the prospect’s problems. (Either, way this takes lots of time and with no a clear map or a goal to follow.)
B. Set up a meeting, give a presentation about how branding works and give my prospect clear steps on how to start building his brand with us. This is where I try to close at once.
I can’t give you any exact data how many meetings it takes to close since I don’t have an enough large quantity of numbers to measure against, yet.
Although I know that closing at the first meeting has been done. At least here in Finland, which of course doesn’t have to mean anything - except that many of us, shy Finns, are too quick-decision makers and not fond of any unnecessary human contact.
You answered one question and now I shoot back two more. I hope you find some time to get back to these as well. Anyway, a great post once again. Thank you.
With kind regards,
Timo Jäppinen