The 3 Cs of Sales Success: Captivate, Conquer and Close

The 3 Cs of Sales Success: Captivate, Conquer and Close

The Sales Process

As a salesperson, you will understand the importance of being able to confidently approach a new client and win over their respect and attention in a short space of time. It doesn't matter how good a product or service you are offering is if the way you approach a potential sale in the incorrect manner. This article aims to address how to introduce yourself and your product to a client and then close them using a little known sales secret: 'The Three Cs'

What are 'The Three Cs'?

The Three Cs stand for 'captivate', 'conquer' and 'close', and represent a powerful way in which to capture the attention of a prospect quickly during a pitch and persuade them of the benefits of buying what you have to offer. I'll now go through each in turn to demonstrate how to effectively incorporate them into your sales pitch.

1. Captivate:

Captivating your audience is essential to delivering a successful sales pitch. More than just being open and friendly, in order to captivate the person or persons you are addressing you must paint an interesting picture, not of what you are selling, but of how it can help them. In order to do this efficiently you need to find out some information about your prospect's needs. This can be achieved by clearly introducing yourself and then asking them questions about their specific situation. You should then be able to use this information to tailor your pitch towards their concerns - thus creating empathy between you and the client. By involving them in this way, and enthusing them with solutions that your product or service can provide, you can effectively captivate your client early on and then move to the next part of the pitch.

2. Conquer:

Equipped with the information you have gleaned from your initial conversation with the client, you now need to offer specific solutions to the problems they have identified. This should be an easy task if you have gained their full attention in the first part of your pitch. Remain confident and build on the trust that exists between yourself and the prospect. Calmly cover any objections they might have to buying your product or service by pointing out how it can help overcome the problems they have been facing. Be positive and logical in this, but never rush or hurry the client as doing so will destroy the rapport you have built up, and you will lose the sale. By this point the client should be thinking positively about the service you are offering, and you should begin the final stage of the sales process.

3. Close:

Closing a sale should be a simple process by this point if you have correctly followed the first two steps in the sales process. Having gained the prospect's attention and trust, by introducing yourself and creating a positive impression of the solution your product or service can offer, you can now reiterate the benefits and remain positive. It is essential at this point that you remain confident and assume the sale. To do this, you should be using words like 'when' rather than 'if', which remove the question of doubt in the mind of the client. Be as simple and direct as possible while remaining positive and allowing the prospect the time he needs to consider your points. Re-cover any objections using positive language and then be quiet - if you interrupt the prospect's thought process when he or she considering what you have said you risk appearing desperate and may welll lose the sale.

The Keys to Success:

Build empathy with the client

Involve the client and identify their needs

Be enthusiastic about the product or service

Be respectful to the client and never hurry them

Close the pitch on a positive note

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