Trial closing and referral generation are two essential skills for consultative selling. They help you gauge your prospects' readiness to buy, overcome objections, and expand your network of potential customers. But how do you measure and improve these skills? Here are some tips and best practices to help you master them.
To measure and improve your trial closing and referral generation skills, you should first define what success looks like for you. Depending on the industry, product, and sales cycle, you may have different criteria and indicators for each skill. For instance, when it comes to trial closing, metrics such as the number and quality of questions asked to uncover needs, pain points, and goals, the percentage of prospects who agree to a next step, and the frequency and effectiveness of trial close statements should be tracked. Similarly, metrics like the number and quality of referrals from existing customers, the conversion rate and lifetime value of referrals, and feedback from referrals and referrers should be monitored for referral generation. To do this, you can use a CRM system, a spreadsheet, or a simple notebook.
Unlocking Success: Metrics for Trial Closing and Referral Mastery. Quantifiable Goals: Establish clear, measurable objectives for trial closes and referrals, such as the number of trial closes per week or the referral conversion rate. Review and adjust your performance regularly against these metrics to identify areas for improvement and adjust your approach accordingly. By defining and tracking key metrics for trial closing and referrals, you can systematically enhance your skills and achieve tremendous success in your sales efforts.
In my experience what success looks like is getting a yes. I want to hear the words " lets do this", there are a million ways to say no and only one way to say yes. I want to eliminate the valid NO's as quickly as possible, I ask for my clients to look out for me in the same way they want me to care for them. I try little humor when it comes to referrals ex: " just want to let you know that I accept referrals even if I forget to ask you for them" Feel free to use me up" Once the rapport is established and trust is mutually accepted then and only then will needs, pain points, and goals have any significant value, for the close, does what I am suggesting solve or resolve your goals? What should we do?
The second step to measure and improve your trial closing and referral generation skills is to seek feedback and coaching from others. You can ask your manager, mentor, or peers to observe your sales calls, presentations, or meetings and give you constructive criticism and advice. You can also record yourself and review your own performance, identifying your strengths and weaknesses. You can use a SWOT analysis, a scorecard, or a checklist to assess your skills and areas of improvement.
The third step to measure and improve your trial closing and referral generation skills is to practice and refine them regularly. You can use role-playing, simulations, or scenarios to practice your skills in a safe and controlled environment. You can also use real-life situations, such as networking events, social media, or email campaigns, to apply your skills in a practical and relevant way. You can use A/B testing, experimentation, or personalization to refine your skills and find out what works best for you and your prospects.
The fourth step to measure and improve your trial closing and referral generation skills is to learn from the best. You can read books, blogs, podcasts, or videos from experts and thought leaders in consultative selling. You can also join online or offline communities, groups, or forums where you can exchange ideas, insights, and experiences with other sales professionals. You can use benchmarks, best practices, or case studies to learn from the success and failures of others.
"It starts at the top" is so cliché but for trail closing, it's a must to have in your playbook. It's a simple semi linear process, "we've completed step A, feedback was positive, I'd like us to move to step B based on our experience, are we on the same page?". I call this semi linear since there can be closes to next actions that your champion could have been unaware of. A good scenario of this is your price point from initial scoping increased based on their aspirations, this could bring approval to a different audience and, your sphere of influence changed. The trial close here would be to meet with that group and schedule it as soon as possible.
The fifth step to measure and improve your trial closing and referral generation skills is to celebrate and reward your achievements and progress. You can set realistic and specific goals for yourself and track your results and improvements. You can also reward yourself with incentives, recognition, or appreciation for your efforts and outcomes. You can use gamification, badges, or certificates to make your learning fun and engaging.
The sixth and final step to measure and improve your trial closing and referral generation skills is to keep learning and growing. You can always find new ways to enhance your skills, such as taking courses, attending webinars, or hiring a coach. You can also seek new challenges, opportunities, or markets to test your skills and expand your horizons. You can use feedback loops, continuous improvement, or growth mindset to keep learning and growing as a consultative seller.