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We’ve all heard the expression, “In golf you drive for show and putt for dough.” I love that expression because it applies to just about every area of your life, especially sales. If you love golf there is nothing more satisfying than hitting a 300+ yard drive from the Tee Box. There is most assuredly a positive correlation between the distance driven and one’s ego gratification. But here’s the killer. Each stroke counts the same whether it’s a 300+ yard drive or a two inch tap-in at the cup. Things aren’t so satisfying if a golfer gets to the green in beautiful style and then takes five putts to get in the hole. Those short missed putts add up quickly.

Sales is the same way. Everyone with even an ounce of sales ability loves to meet that important prospect for the first time and make that first sales presentation. Don’t we all love making a good first impression and knocking them dead with our presentation skills in front of a group? When we do these things well, the sales process moves ahead nicely. However, “moves” means something completely different than “closes.” The sale is not completed until the decision maker gives it the thumbs up. After the initial meetings and presentations are over there are plenty of other details that need to be handled before the sale is completed. Get out your putter.

Because most sales professionals are good at the front end of the sales cycle, our prospects tend to judge us on the small things that follow instead, i.e., our putting. Prospects also know that they are seeing us at our best and at our company’s best during the start of the sales process. They know our responsiveness and thoroughness aren’t going to improve after the sale is consummated. For these reasons they put a lot of weight on how we follow-up with them on the details of the transaction as the sales process progresses.

I’ve seen many interested prospects turn sour when they realize that the salesperson and the company are all show and no go. Potential customers know that once they purchase from you that the day-to-day maintenance of their account will be nothing but details and timely follow-up. It’s your ability to handle the details during the sales process that will gain their trust and confidence. Go ahead and have your splashy sales presentations for show, but handle the details and follow-up for your dough.

Tags: closing

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