Want to master the art of selling SMMA services? Use these six steps I use to achieve a 60% close rate

I've been in working in sales for 10+ years.

During that time, I’ve sold £4.5M+ worth of marketing solutions. I’ve also closed £325K worth of 3-month retainers in 2023 (so far) at a 60% close rate.

I’ve invested so many hours into mastering my craft that I have even started getting DMs from the people I'm selling to, asking me to teach them how I do it.

But do you want to know a secret? I use the same 6-steps every time.

Step #1: Prepare for the discovery call

Here’s how it works:

• Review the lead form

• Send "Before our discovery call " email

• Populate the discovery call template

• Review the prospects online presence

This simple process allows me to turn up to a discovery call ready for a productive meeting with a qualified prospect in less than 5 minutes.

Step #2: Conduct the discovery call

Here’s how it works:

• Build some rapport  

• Use an Upfront Contract

• Use the CGP TCI BA questioning framework

• Summarise what you've learned back to the prospect

• Use a Safety Net (have I missed anything?)

• Use a Trial Close

• Book the 2nd call for 2-3 days' time

• Gain access to their ad account(s)

• Agree on the next steps

Quick note: Don't pitch anything. That's a mistake.

You have two goals here - find out if/how you can help them and eliminate objections before the 2nd call.

Step #3: Follow up from the discovery call

Here’s how it works:

• Send a calendar invite

• Send a follow-up email

• Request an audit internally

• Update the pipeline

Avoid doing your follow-up at the end of the day if possible.

Instead, have 15-minute buffers between calls and follow up immediately after the call.

If you avoid following up at the end of the day and do it right away, you'll create momentum, which will help you close quicker.

Simple, but effective.

Step #4: Before the strategy call

Here’s how it works:

• Receive the audit from the team

• Send a proposed agenda

• Create a tailored proposal

Avoid using the exact same presentation for everyone.

Instead, take 5-10 minutes to personalise it with their logo, audit, objectives, relevant case studies and the package you want them to buy.

If you avoid using the same deck and do a bit of personalisation, you'll come across as more relevant to the prospect, increasing the chances they'll go ahead.

Step #5: Conduct the strategy call

Here’s how it works:

• Re-build some rapport

• Use an Upfront Contract

• Summarise the 1st call

• Use a Safety Net (have I missed anything/anything changed?)

• Play the video audit(s)

• Pitch your 3-5 step solution (your unique method )

• Show relevant case studies

• Go over the onboarding process

• Temp Check their level of interest

• Tell them the investment required

• Handle any objections that come up

• Get clear next steps in place

Do these things, and you'll be super successful.

Step #6: Follow up from the strategy call

Here’s how it works:

• Send the kick-off email

• Complete the onboarding form

• Record a handover Loom video

• Create and send the invoice

• Create and send the agreement

• Update the pipeline

• Receive payment from the client

• Send the onboarding email

That’s it!

Stay tuned for weekly deep dives into each part of the framework.