Closing a deal boils down to one important point: can you give the sales client what they want? To answer this question, you must know what the sales client wants, and understand your own ability to provide it for them. You also have to be able to give the sales client what they want, in a way, or with benefits, that other providers can’t offer. The goal is to become the provider that stands out from the crowd. You need to show the sales client that you understand their needs, understand their business, and are prepared to do what is necessary to secure them as a client. Here are four tips to help you give your sales client what they want.

Follow the Data

If you’re using lead nurturing correctly, you should have a wealth of data about the sales client. Look for patterns in their behavior, and identify specific problems or needs that they seem to gravitate toward. With that data, you should be able to create a pretty specific description of that prospect and their current needs. Without good analytics, you’re really just shooting in the dark, hoping to hit something that interests them. With good analytics, you can approach the sale in a much more specific and targeted manner.

Understand their Business

Again, this comes down to good data and thorough research. Most prospects aren’t just looking for a vendor-they can find thousands of those online. What they really need is a partner that understands the nature of their business, and the problems they face. This in-depth knowledge will help you connect with them on their current issues, and identify other issues that they may never have considered. Being able to proactively offer solutions to future problems before they occur is much more powerful than simply offering solutions to problems after they happen. When the sales client goes from seeing you as a vendor to seeing you as a partner, you pretty much assured of getting their future business.

Know What You Can Offer

You need to be able to offer the sales client a specific solution to their specific problem. You have to be able to show them how it will work, how it will benefit them, and what it will cost. Remember, clients aren’t as concerned about price as they are about value. If you can show the value of your solution, price becomes a secondary consideration. Overly general solutions aren’t likely to impress a client, since they’re not looking for a one-size-fits-all solution. They want to see that you’ve put the time and effort into creating a custom solution for their business.

Always Follow Up

Whether or not you make the sale, always follow up with the sales client. It may turn out that they just needed one more question answered, or one more little nudge to convince them to buy. If you never contact them again, then all of the effort you put into marketing and sales was wasted on that prospect. By following up, you keep your business fresh in their mind for future purchases. You also may find out that the deal wasn’t dead, just delayed. A simple email or phone call could be the difference between a deal or no deal.