Filip Łysikowski on

15-minute sales call framework to make a prospect close the deal themselves

You think you’re on a sales call? Wrong. You’re on a purchase call.
15-minute sales call framework to make a prospect close the deal themselves

Hey friend,

I apologize for being a bit late this week as I've been traveling. Today, I'd like to show you how to make a prospect close the deal themselves.

It's actually fairly simple if you think about it.

People agree to meetings only if they want to get something out of it. They don't want to waste time. So if you manage to extract the right information, it's really easy to use it and present your offer in a way that sounds tailor-made for them.

As I've mentioned before, I believe a sales meeting should be in an 80/20 proportion, where 80% of the time is dedicated to the client and their problem, and 20% to your solution and offer.

So let's dig a bit deeper. Here are five 3-minute blocks of conversation to focus on:

Understand the expectation

You think you’re on a sales call? Wrong. You’re on a purchase call. Your prospect is here to make a choice, and you’re here to help them make it.

So instead of telling them what you want this call to look like and what you want to sell them, ask them this:

What convinced you to talk with me today?

Understand the problem

The problem is usually not what you think it is. You’re thinking of the problem as a service they are lacking, while the true issue is with the final result, most of the time.

It’s not that they need a designer, it’s that their designs are not good. It’s not that they need a web developer, it’s that their website isn’t making any sales.

So whatever the problem they claim they have, be like a 5-year-old always asking “why”:

How does this problem affect you?

Understand the situation

Why are they still experiencing this problem? That’s something you have to understand, because that’s where you’ll understand whether the prospect is the right fit for you.

You may find out they actually don’t have the proper budget, or that it’s not a priority and they are just doing research. Whatever it is, you’ll get a good understanding of what’s been stopping them so far.

That’s usually the same thing that will stop them from working with you now.

Why haven't you been able to solve this problem yet?

Understand the objections

While the conversation is going on, the prospect, believe it or not, will start building a list of reasons not to work with you. They will think back to their experience and remember the worst ones and try to find parallels between that and what you’re asking about.

You have to get them to reveal that list, and you have to cross off all the elements on it.

So put yourself in the best position for the pitch, and know upfront what they are worried about the most:

What have you tried so far, and why didn't it satisfy you?

Offer a solution

They key to a strong pitch is referencing what the prospect has just said to you, and doing so with excitement.

It never really ends up being so straight forward, but here’s a good way of looking at a well-designed pitch that connects it to everything you’ve been asking about:

How much would it be worth to you if we exceeded the expectation and solved the problem despite the situation and without the objections?

Remember that this is a framework, not a script. No question will land well without context and personalization. And don't forget that you still have to have a well-designed offer. I've managed to close around 70% of my meetings because of the offer, not in spite of it.

How about we discuss offer design next week? See you then!