A few weeks ago, around 2am, I found myself in the middle of a rigorous ping-pong game of emails with the lawyer who represented a client I was about to close with. In the brief moments between replies, I reflected on the many (quick) steps it took for me to get there. From pitch to signature, this substantial contract had taken a matter of days to close.
For anyone offering a value-based service, sales and negotiation skills should absolutely be part of your toolkit. As the sole sales person at my company, I know that this can be the thing that decides if your business stays afloat or sinks into non-existence. But beyond your ability to attract and close the deal, there are a few integral steps that ensure you actually make it to the negotiation table at all. Of course, we’ve all heard the mantra, “Always Be Closing,” but I’ve always found a few gaps with this approach, and thankfully, over the years, I’ve found some tried and true ways to fill them.
Whenever I hear ABC being pushed by sales coaches, it was always in association with the quantity of deals closed by the end of the month. But if that’s your only motivation, you can quickly find yourself showing up for moments that exist outside your ethos, and further away from the authenticity and trust that comes from a brand centered around integrity, not numbers.
To avoid getting caught up in buzz words masked as care, I followed a formula that continues to amplify the heart at the center of my business, highlight the well of knowledge I possess, and made clear my desire to create connections that last long after a project has ended. Let’s review some of them:
Stay abreast of the work of those within your community.
Less than a week before that late night email session, I’d played catch-up with a past client who was transitioning between roles. She is a powerhouse, so I knew she was going to be okay. Still, I took the liberty to inquire about how things had been going, and offered my support. Turns out, she’d just landed a new gig and was more than eager to connect me with the founders to help with their brand restructuring. Talk about divine timing.
Always be on your shit, and leverage your network when necessary.
From the moment the call ended, I had mere hours to prepare my introductory pitch to one of the co-founders. I knew that the best way I could ensure the client buy-in was to show my extensive knowledge about their brand and industry. But rather than go it alone, I tapped a friend who was also well versed on the deliverable, and whose values fell right in line with the client’s.
An hour later, they were blown away by the care and depth of knowledge we showcased, and now, we were off to meet with the executive board.
Never half-step. If you’re not prepared, you’ll miss your moment.
It had now been 3 days since my sponsor first proposed I come on board with her, and I was now preparing a pitch deck for the other founder and executive board. Beyond closing the deal, I also knew I needed to make my sponsor look good. For 48 hours straight, I meticulously laid out my plan for their initial ask …and more. It was vital for me to show an intimate understanding of their brand, as well as my vision for how to expand and reimagine what I believed was the next chapter of their company journey. I showed how the piece of the puzzle they were seeking fit into the bigger picture of what could be. When the day came, I delivered a flawless presentation.
Leverage your track record
I love when clients do their own due diligence to research my background but in the case, they don’t, I keep my receipts close by. In my presentation, I highlighted past clients who fit a similar profile and walked them through each case study. This was a critical part of my talk because it showed my ability to dream up a vision and execute it flawlessly.
Keep the line of communication open. It’s not a “No!” until they say so.
Following the presentation, I made it a point to check in to see if there were any questions or new internal developments they wished for me to address. In doing so, I ensured the momentum never slipped. By displaying intentional care, paired with flexibility to meet the possibility of changing needs, I displayed the kind of availability and trust a client needs to see to know I’m the best person for the job.
Six days later, the deal was closed.
The quick turnaround had stretched me in ways I hadn’t been in years. I’ve always been flexible to meet and exceed the expectations of my clients, but with such a small window to do so, it would have been easy to produce something half-hearted; leaning instead on the strength of a referral rather than the impact of what I was able to create. When most deals take place before or after traditional business hours, my combination of speed and preparedness allowed me to grab hold of the moment (no matter how small) and secure the win.
Big deals, the ones that change lives, require you to show just how much you know—about your brand, and especially yourself. Everyone is an expert until you need to show just how much of one you are. You can’t fake that or the discipline and determination needed to secure the success you’re after. It’s in what you pour yourself into, in the network you surround yourself with, and in the knowledge you acquire through not just studying your craft but personal experience as well. That’s how you make it to the negotiating table, and how you create your moment to close the deal.
Your winning formula may look different. I’m simply sharing what has worked for me. Especially during turbulent seasons, it’s easy to feel discouraged as a business owner but I want you to stay committed to the process and make sure that whenever your moment arrives, you’re ready to answer the call.
A BIT ABOUT ME: Hi! My name is Pauleanna Reid. I’m the founder and chief storyteller at WritersBlok where I lead an all-women of color team of celebrity ghostwriters. As a collective, we help industry leaders and doers who are shaping the future turn their personal stories into brand assets so they can stay relevant in a noisy world, communicate to their audience at scale, and turn any conversation into a meaningful and profitable lead. Clients truly trust me with their reputations and their legacies. In fact, when they want to speak up on a hot topic and shake the room, I’m the woman they call. Many of them have me on speed dial, why don’t you?