How to close your sales quicker with this 1 simple strategy

Does the idea of cold calling leave you with an icky guilty feeling - Cold calling is when you reach out to leads you don’t know, in order to sell and yes, it is TOUGH because talking to someone who hasn't got a clue who you are or what you do or even whether they need you has a mere 2% success rate. Wow! All that trauma for such a small level of success.

Marketing Stats show that 95% of your target market are just not ready to buy the first time they see us. In fact it can take on average between 6 to even 20 repeated connection points to actually close a deal. But that number can decrease by using one simple strategy.

Picture this…

You wander into a clothing store while on your lunch break. You don’t have a particular idea of what to buy. You’re just browsing - an eager salesperson tries to convince you that they know exactly what you need. They start leading you to several clothes racks and telling you about the 25% discount if you spend over $100. You start to get annoyed by the attention and quickly leave the store making a mental note not to return to the shop.

Now imagine if you had gone into the same store with a specific problem to solve, - in this situation, you have an urgent need to purchase a red sweater, you're organising a family photo and you have a specific colour in mind. After a few minutes of wandering around the store you decide to approach a salesperson and ask whether they sell red sweaters. Luckily, they do and they show you the perfect red sweater and start to ask why you are looking for a red sweater.

You tell them about your family photo. They ask if the rest of the family needs red sweaters and they tell you about the instore 25% discount if you spend over $100. You leave the store with several items of clothing and are happy with your purchases.

So what's the difference between these two examples?

The sales funnel is a way to cognitively trace your customer's buying journey and is characterised by 4 distinct sections.

Depending where your customer is in their buyer journey determines how successful you will be in your sales. In the first situation, the customer is still in the early stages of Awareness - they don't have a specific problem to solve, whereas in the latter the customer has experienced a trigger event (Upcoming family photo) that has pushed them further along the buying journey where they are showing interest and nearing to make a decision.

Nobody wakes up in the morning itching to buy a new product or service unless they have a trigger event. A trigger event is a moment when your buyer moves from being oblivious that they have a problem to being in the market for a solution. For example, you started to build your business website - you may have tried to write the content yourself or even hired your niece to write about your services but haven’t had much success. You have casually browsed the internet, looking for tips and ideas. But now the deadline date for your website launch is approaching and this very event now acts as the trigger event that gets you shopping with the intent to hire a copywriter.

Having a very clear understanding of which of your potential customers have had a buying triggers will help you:

  • Recognise who you should target and not spend too much time on those who aren't ready to buy

  • Improve your messaging to potential prospects and move from just entertaining content to educating content.

  • Qualify your customers who is really ready to buy and what they need to move from desire to action

  • Help a customer and promote further sales and retention

A good starting point is to figure out some of your customer’s buying triggers, this will let you track them with the intent to get in front of your prospects (before your competition) and earn their trust. For example:

  • As a financial consultant, your potential client finishes a course in aromatherapy and wants to start their own business where can you advertise your services?

  • As a website developer, your potential client’s website crashes and they need someone quick what keywords could you use on your blog?

  • As a media company, your potential client’s company wants to grow their social media presence where can you position yourself?

Most marketers who know the AIDA model fail to apply it to their communications strategy and ignore their customers buying triggers. Reaching prospects before they're ready helps you build trust, so you become the obvious choice when they ARE ready.


Since visitors who are early in their buying cycle are NOT likely to buy on their first visit, building a trusted relationship ensures your customers know that you exist and that you understand their problems.

What you can do

  • Use Content that entertains to broaden your reach

  • Communicate a strong Brand Story that lets your customers understand your values, purpose and mission.

  • Show you understand their problem and answer their questions

  • Share high valued content that informs and educates them


Customers in this stage are searching for the best solutions to meet their needs. They are comparing you to other similar solution providers and weighing out the options.

What you can do

  • Educate your customers about your solution - write a blog, start a podcast.

  • Give detailed information explaining what benefits they’ll experience

  • Provide a lead magnet to show them what makes you different - a demo, ebook, mini-course

  • Ask them to subscribe to your newsletter or follow on social media


Customers who reach this stage are ready to buy a solution - it just might not be yours! The key is to persuade them to buy your solution. When you understand their motivation you are able to appeal to their logical; emotional, or financial sense.

What you can do

Success here depends more on earning trust rather than educating them.

  • Highlight customer reviews and social proof.

  • Provide case studies and examples of how you have helped others


It’s a big deal when a customer finally chooses you but Buyer remorse is still real at this stage - make sure you address any concerns they may have. You also want them to come back again so consider how you can make them return.

What you can do

  • Get ahead of answering their questions - offer full refunds, money-back guarantees, any discounts etc

  • Make sure you solve their original problem.

  • Send them a reminder of an appointment

  • Ask them to share on their social network

  • Bundle their purchase and give them bonuses ie: discount for next purchase, a limited edition product.

Knowing your clients potential Buying Triggers and understanding why your customer is looking for a solution allows you to know how to interact with your audience at the different stages of their customer journey. Getting in front of your customers buying triggers allows you to plan a long-game strategy that connects you with your clients before they even know they have a problem to solve. Your messaging and external communication should address their buying triggers and treat them differently depending on where they are in their buying journey.

Make sure you are doing a great job of staying in touch with them over a period of time, and building a trusted relationship. so much so that when they finally hit a trigger event your product is at the top of their mind. When done correctly this type of strategy makes it easier for your potential customers to qualify themselves rather than you having to chase them for a sale.