To Close More Deals, You Must First Properly Convince People of These 3 Things

Getty Images

As seen in Inc.

Use your education, experience, and expertise to close deals with new and advanced prospects.

Experiencing a mini-crisis with your confidence? Can’t close a deal? Do you share an idea, or explain your product or service and at best they say, ” Not interested”?

If you want to close a deal like a boss there are no magic words and phrases you can use to convince people. However, if you want to boost confidence and get people to trust your ideas, then you need to establish your credibility with your 3 Es: education, experience, and expertise.

I first observed this method in a courtroom during a high-profile civil case. As the expert witness wrapped up her testimony, the attorney asked, “So, Ms. Martin, in your expert opinion, what was the cause of this issue?” She paused, looked over at the jury, and said, “According to my education, experience, and expertise, it’s clear the issue was caused by…” Boom! She had the jury’s undivided attention. I scribbled on my yellow pad and have used this approach several times.

Our company has A/B tested these methods with several teams over the years. We have consistently found greater success when applying the 3Es with new prospects and clients.

Hold on for a second

We don’t recommend you say, “according to my education, experience, and expertise.” That worked in a courtroom but can sound a bit pompous in a sales pitch.

New prospect approach

We all know new prospects. They are unsure of everything, perhaps new in their position; afraid to make the wrong decision, lest they get fired. Using the 3 Es is a great way to reduce their anxiety while building your credibility.

This is where you say, “Bob, according to all the research I read in business school, my time here as VP of sales, and my twenty years of working with other clients, I believe the Widget solution is best for Acme, Inc. because…”

Or, “Bob, thank you for allowing us the opportunity to be of service on identifying the best solution for you. What I am going to do is take what I’ve learned from 20 years in the industry, five years as VP of Sales, and my research at business school and identify three possible solutions that would be good for a company ask. Does that sound like a good approach to you?”

Advanced prospect approach

When dealing with more advanced clients or prospects, your approach with the 3Es is slightly different. First, you use the 3Es to boost your own confidence. Before the sales meeting, remind yourself you have the education, expertise, and experience to identify the best solutions for your client.

Second, gradually introduce each “E” into the conversation, like you are unfolding the leg of a tripod. “Barb, based on my experience with other similar companies, I’ve seen solution B work very well.” Later, “Barb research has shown that B solution has worked in many other companies.” Finally, “Barb, as VP of Sales for the past five years, B solution has worked very well for us.”

These two different approaches have worked well for my teams over the years. But don’t take our word for it. Try it yourself and let us know how it goes.