On this edition of The Small Business Show, sales coach Matt Easton, founder of Easton University, shares his expertise in converting inbound leads into closed deals. During today’s conversation with host Jim Fitzpatrick, Easton unveils five essential steps for sales success. These actionable strategies—centered around authority, focus, and follow-through—are a game-changer for sales teams and managers striving to boost their closing rates. Easton’s tips are easy to implement and will ensure your leads don’t slip through the cracks.
According to Easton, the five decisive steps that any salesperson can use to increase the likelihood of closing deals are as follows:
- Have Authority- The first step is to establish authority right from the beginning. Salespeople should approach leads as if they are at the top of their company, positioning themselves as key decision-makers. Easton advises using a confident tone, stating, “Hey, I’m Matt Easton over here at [Company]; I wanted to make sure my team provided you with all the information you needed.” This approach sets the tone for professionalism and ensures that the lead feels valued.
- Focus the Conversation- Once authority is established, the next step is to focus the conversation on what the customer really wants. Avoid starting with a sales pitch, and instead, ask open-ended questions to determine the specific information they’re seeking, whether it’s about price, availability, or service details. By addressing their needs directly, salespeople can ensure a productive dialogue that aligns with the lead’s interests.
- Find Their Why- Understanding the lead’s motivation is crucial. Easton recommends simply asking, “What’s your biggest reason for [needing this product/service]?” Whether they are shopping for a new vehicle or looking for catering services, uncovering the lead’s underlying need helps guide the conversation and move it closer to a sale.
- Find the Starting Line- This step involves assessing where the lead stands in their decision-making process. Easton suggests asking, “What research have you done on us?” to gauge their familiarity with your company. Responses range from complete unfamiliarity to detailed knowledge, which allows salespeople to tailor their approach accordingly.
- Be Next Step Obsessed (BNSO)- Finally, Easton stresses the importance of staying focused on the next steps, whether that’s closing the deal or scheduling a follow-up. If the lead isn’t ready to commit, Easton advises pushing for the next step, such as sending additional information or arranging a follow-up call. By maintaining momentum, salespeople increase their chances of closing the deal.
Easton also emphasizes the financial impact of proper follow-up. He warns that failing to use these steps can result in wasted marketing spend on leads that go cold. By incorporating these five steps—authority, focus, discovering the “why,” assessing the starting line, and BNSO—sales teams can dramatically improve their closing rates and get the most out of every lead.
“Most of the time, the person is going to say, ‘I’m all good. I’m all set. Thanks a lot,’ and your company just burned through 100, 200, 300, and sometimes $500 for that lead. You guys can close it when you follow these five steps.” – Matt Easton.
