Try This 3-Step Sales Strategy To Close Sales Like Never Before

3-Step Sales Strategy

Discover sales tips from Hubspot’s masterminds, plus find out why every sale should be a 3-Sale Sale.

As sales managers and representatives, we dump hours and hours into refining our sales strategies to meet our prospective clients’ needs.

From preliminary research to creating complex proposals to contract negotiations, we invest massive time and effort into constructing opportunities for new prospects that too often fall through.

Even with phenomenal sales skills, leads often deadpan because of:

  • Undiscovered needs that are not met through the proposal
  • Poor communication between the parties involved
  • Having too many people and opinions involved in the conversations
  • Not having the right people or key decision-makers involved in the conversations
  • Lack of clear goals presented by client
  • Lack of clear solutions and results submitted by the agency
  • Etc. [Insert your sales closing problem here.]

As a result, we get angry. We feel frustrated and discouraged because after all the commitment and individualized attention we have given to them—not to mention quality solutions!—they scamper off to an agency that can offer a cheaper and quicker fix.

Are you ready to weed out wasted leads and start closing sales?

Then implement this concept.

The “3-Sale Sale” sales strategy works.

I recently completed an 8-week Hubspot Mastermind training course with HubSpot’s Partner Sales Enablement Manager, David Weinhaus.

The course focused on uncovering clients’ needs and their “gaps”—that is, the gap between their goals and their ability to hit them based upon their existing plans.

During the course, one particular idea stuck out to me in a huge way—the concept that HubSpot calls the 3-Sale Sale.

I know it’s a mouthful, but it’s their way of saying: the best sales technique involves selling the prospect on 3 smaller sales instead of presenting 1 big sale. And each sale, in and of itself, is a win.

These are the 3 smaller sales you’ll need to master.

  1. Sale #1 - Why change? Highlight the real need—not their perceived need—and why your prospect needs to change in order to meet that need.

  2. Sale #2 - What solution? Help your prospect understand what strategies and tactics are a real solution.

  3. Sale #3 - How? Share with your prospect how your solution and your team are the best option to implement the solution they already believe will work to make the change happen.

Let’s take a look at what this sales technique entail and how it can increase sales.

This is what the 3-Sales Sale technique looks like

Sale #1: Why change? The client needs to see a compelling reason for change.

So a prospect comes to you because they realize they have a problem or opportunity.

Great! The first step is always admitting it.

The thing is, most clients have shiny object syndrome (SOS) and just want to find out how "shiny" and exciting your offerings are, but they don’t actually understand why they need it.

It’s our job as sale representatives to open their eyes to the core problem or massive opportunity and how our solution can help them reach their goal.

Sometimes it takes the painful understanding that what they’re doing is not going to get them where they want to go. When they realize this in clarity, you’ve just made your job much easier.

At this point, they’ll become frustrated that the solution they thought could work isn’t working, but they’ll likely be open to hearing other solutions.

Whether they’re missing growth opportunities, not generating enough leads, or having difficulty closing sales, you’ll need to uncover their gaps, share some hard truths, and then offer unique alternatives to their current trajectory—this is what leads to the second sales technique in the 3-Sale Sale concept.

Sale #2: What solution? What strategies and tactics will get them to their goals.

Now that your prospect has a clear understanding of their gap, they should be ready to hear about strategies and tactics that will help them accomplish their goals.

You have a clear advantage over your competitors now because in the first sale you’re the one who helped expose and define the gap between their goals and their current reality.

This established trust allows both parties to enter into a much more valuable dialog around gaps, needs, and solutions. You also have what’s needed to present specific and timely solutions that are realistic for their budget instead of a generic or band aid quick fix.

Sale #3: How? And Whom. We can make it happen together.

After the need and gap are defined and a set of strategies and tactics are found, you can move on to how the solution will be implemented and by whom.

After understanding all the moving parts of the solution, the scope of each, and who will implement them, you can work together to implement the gap problem solution.

In the end, you’ll both be happy with the newly-formed joint strategy, and you'll be able to approach the partnership with confidence.

Treat each step like its own sale for multiple wins.

The key to this system is to treat each sale like a victory or defeat. If you don't win the "why change" sale, move on. You will only be wasting time showing them a solution they believe they don't need. Why would they give you a massive chunk of cash if they don't have a compelling reason? If you do win the sale, celebrate. Take time to enjoy your victory.

The life of sales is fun. It's exciting—but it's not easy. It's for those that love the burn of the climb. It’s a daily process of finding ways to optimize systems, find key positioning statements, mold the chemistry of teams, refine products and services, and try new things that will best serve prospective and current clients. 

Just remember—treat each step of the sales process like its own win because will increase sales motivation for your team and it will empower your prospects.

My personal thoughts.

I have been selling for the last 10 years of my life. The last 4 of which have been selling marketing retainers and growing my freelance marketing company into a full fledged 7-person agency pushing towards a million dollars in revenue. I live, think, and breathe sales and problem-solving.

There is a grand total of 1 thing that I enjoy more than selling and problem-solving. Learning. I thrive on reading books and blogs, watching videos, talking to other sales reps and business owners, and participating in coaching and mastermind groups. To learn more is the main reason why I participated in HubSpot's Mastermind course. It's not enough to be a HubSpot agency partner; I want everyone in my company—myself included—to master Inbound Marketing and the HubSpot platform.

I’ve long been in the process of optimizing my sales system. I'm getting better at communicating the value my team brings to the table, the tools we have at our fingertips, and our ability to change a company’s growth trajectory. And just as so many have helped me along the way, I’d love to help you.

Do you need help identifying your need or closing your gap? I’m offering a free Marketing and Sales Impact Call that can help you start the journey. There's no risk, no obligation, and no credit card required. What do you have to lose? Imagine what you have to gain.

Schedule a Marketing & Sales Impact Call

Read more from Jon:

Topics: Advice From Our CEO Sales