I am going to  introduce some new stuff we have been implementing. This may take you 2 minutes to read today but I promise it will be worth it.

My very first client was successful by most standards - amount of sales, reputation, years in the business, lots of referrals and repeat business.

The one thing that bothered him was this - "How come he could only close about 20% of his prospects if they weren't referred?"

• He spent time training his guys on how to do the job right and he had the testimonials and references to back that up.
•  He had experienced supervisors and they focused on quality and satisfying the customer.
• He had a better warranty than almost all of his competitors and he lived up to it.
• He had a full-time support person in the office (his wife Karen) so very few calls ever went unanswered.

I could go on but you get the idea.

So what was the problem?

Fast forward to today - Now we teach our clients that there are 2 parts of your brand - your internal brand and your external brand.

Let's talk about internal brand. This is everything that you do and everything you can control to make sure you deliver a quality job every time. Materials, training, certifications, supervision, checklists, processes; policies are all examples of the things you do to deliver a quality job.

These are all things that you control BUT rarely talk about in your marketing. These are all the reasons your prospects refer you and ask you to do additional work for them.

These are the things that your customers say to friends, family and business associates when they recommend you.

I think you are starting to get the picture. These are the things you need to tell prospects.

Ok back to my first client. He had a great internal brand BUT he wasn't telling anyone in a way that made him stand out.

Once we fixed that and he started to communicate specifically why he was better his closing rate soared. In fact, he told me he landed every job for 6 weeks straight. Now I am not claiming that you will close every job. Who would believe that anyway? He did and if you want to know what happened next you can call me.

If you want to close more business - look at your internal brand - are you doing everything you can to make yourself stand out? Are you communicating it specifically to your prospects so they can tell there is a difference in hiring you?

What I figured out was that by focusing first on increasing his closing rates he was able to get the MOST business he possibly could from the money his was already spending!  Then, with the extra $$ he was bringing in, he could pour that into increasing his lead generation tactics.  It was a vicious, PROFITABLE, circle.

Do the math.  If a guy is closing 2 out of 10 prospects and he increases that to just one more out of ten - he's increased his business by 50%!  That's huge.

The Closing Success System was born.

If you want to close more business, focus on your internal brand first. Communicate it clearly and specifically and your closing rate will go up and it might even soar.

More in the coming weeks on the things you can do to build your internal brand.

Until next time, I wish you much success,

Mike Jeffries

(866) 926-5100

mike@ClosingSuccessSystem.com