Step E: Perfecting your art…

Hello Reader,

Welcome to week 5. We’re now over 70% through the 7 Figure Sales Programme.
So far, we’ve built the foundation, mastered the mindset, found the right prospects, and understood their needs.

Now, it’s time for Step E, where you learn to perfect your art – the art of selling.
So, “Step E” is all about selling, where all the groundwork pays off and the action happens!

Now, many people think that selling is about having the perfect script, the most persuasive pitch, or the ability to counter every objection. And while those skills help, the real magic of selling comes from understanding your prospect’s journey and leading them towards a solution they genuinely believe in.

So at this stage, your job is to seamlessly transition from understanding their needs to presenting an offer that checks every box on their list of needs. It should feel like the perfect solution, a no-brainer deal. And to do this requires bridging conversations effectively, handling pricing with confidence, reinforcing trust, and delivering compelling proposals that remove hesitation.

Let’s break down the key elements that make this process smooth and effective.

E1: Summarising and Bridging

The path to yes

Before asking for the sale, you need to bridge the gap between where the prospect is now and where they want to be.

How to do it effectively:

Summarise their needs: “From what we discussed, it seems your biggest challenge is [pain point]. Is that right?”
Reinforce the value: “How would it feel to look at a solution where this issue can get resolved?” or “Would it be helpful to share how we’ve removed this issue for others?”
Bridge with a question: “Does this sound like the solution you need?”

Example: A prospect says, “We need a way to improve our lead conversion.” Instead of jumping into a pitch, bridge with: “If we could help you increase conversions by 30% in the next six months, would you be interested in hearing how we can achieve that for you?”

Practice summarising and bridging before presenting your offer.

E2: Presenting & Money

Framing the Value

Most salespeople stumble when it’s time to talk numbers. The key? Present the value before the price. And in any event, you should be discussing the budget in the understanding phase. This way you don’t get to this stage and realise they can’t afford you – go back to last week’s lesson for this.

The right approach:

Reaffirm their needs first: “You mentioned that [challenge] is costing you [X] each month, right?”
Showcase ROI: “Our current clients using this solution are seeing [Y] over the past year, with numbers set to increase this next year.”
Deliver the price confidently: “The investment will cost [amount]. How does this fit in with your budgeting plans?” and then watch for reactions.

Example: Instead of saying, “This costs $10,000,” say: “Right now, inefficiencies are costing you around $50,000 per year. With our solution, you’ll likely recover at least $100,000 in revenue, as our other clients have experienced. While the investment for this is $10,000.”

Before your next pitch, outline how you’ll frame the value before the price.

E3: Belief & Trust

The hidden sales driver

If you don’t believe in your offer, neither will your prospect. Confidence can sell, but trust is more important for holding the prospects hand, walking them to the finish line and closing deals.

How to build trust:

Be honest: If your solution isn’t the right fit, say so.
Use social proof: Share case studies and success stories.
Speak with conviction: Avoid hedging language like “I think” or “Maybe.”

Example: Instead of saying, “I believe this could work for you,” say, “Based on similar clients we’ve worked with, I’m confident this will drive [specific result] for your business. Would it be useful to you to hear their story?”

If a prospect hesitates, don’t rush to push the sale – instead, address their concerns with empathy. For instance, “I completely understand why you’d want to think this over. Many of our best clients felt the same way initially, but once they saw [specific result], they realised how much they were missing out on.”

Identify one area where you can improve your confidence in presenting your offer.

E4: Proposals and Tenders

Sealing the deal

A strong proposal isn’t just a document – it’s a decision-making tool. It should make saying “yes” easy by removing ambiguity, reinforcing value, and making the next steps crystal clear.

Winning proposal tips:

Keep it clear and concise: Avoid jargon and keep the language simple.
Highlight key outcomes: Focus on impact rather than features.
Provide options: Giving two to three pricing options increases the likelihood of a positive response.
Make it visually appealing: Break up text with bullet points, bold headings, and graphics if relevant.
Include a strong call to action: Make it obvious what they need to do next.

Structuring your proposal for maximum impact:

Instead of sending a generic PDF, structure your proposal as:

Summary of their pain points – Reinforce their challenges and what’s at stake.
How your solution addresses them – Show why your approach is the best fit.
Clear pricing with ROI breakdown – Frame costs in terms of value gained — I use a model called “SOLVER” for proposals, and I’ll be unpacking this in greater detail soon.
Next steps and action items – Specify what needs to happen next.
A deadline or incentive – Encourage timely decision-making.

Example: Instead of a vague close like “Let us know if you have any questions,” end with: “Once you approve this proposal, we’ll begin implementation immediately.”

Review your proposal template and ensure it focuses on clarity, persuasion, and making it easy for the client to say yes.

Remember, selling isn’t about persuading – that’s a misconception that leads to bad selling. Instead, sales is about helping prospects make the best decision. When you summarise effectively, frame pricing correctly, build trust, and deliver strong proposals, closing becomes a natural next step.

And that’s week 5 done and dusted. Next week, we move on to Step F, where we’ll dive into the last part of the sale. We’re officially on the home stretch now, so buckle up! We’re about to cross the finish line!

Until then, focus on selling with confidence and clarity!

James