Fortunately, a number of tools exist for improving your close rate. These tools are essentially techniques for enabling you to put your best foot forward and thereby build trust with prospects more quickly than otherwise. Among the techniques are the following:

• Attract high-quality prospects (prospects likely to buy). This means focusing your promotional literature so it appeals to your target market. If you charge premium prices, focus on your quality and service, and avoid references to low prices. Above all, focus on customer benefits, and use clear writing.

• Establish credibility with clear, high-quality presentations that demonstrate command of products and familiarity with your marketplace. Credibility may be based on literature, along with overheads or slides. The challenge is to quickly communicate that you know what you are doing, that you do it well, and that the prospect should want to be your customer.

• Make your proposal irresistible. Make sure it is well written, clear, concise, and targeted at the prospect's needs. Explain how your proposal will solve the prospect's most pressing problem, be it the need for speedy delivery, flawless product, or ongoing support.

• Follow up to answer questions and stay in front of the prospect. It is important to simply stay on the prospect's "radar screen." This may mean sending along information in support of your proposal, stopping by for a meeting with other members of the prospect's team, or other steps to reinforce your interest and sincerity.

Finally, don't forget to ask for the order. It is surprising how many sales people forget this simple step! Asking the prospect when you can expect to get started often helps speed the sales process along.