In our last Onyx Edge, we talked about achieving a 65% close rate—and let’s be honest, most of you don’t believe me.
So let’s recap:
✅An Average Sales Rep’s Close Rate = 35% in 7 days.
✅Following up with helpful, educational touchpoints = 65% close rate over 28 days.
✅Why does this work so well? Because you’re the only shop in town doing it.
The STONE COLD TRUTH? You and your competitors aren’t that different. But by following up properly, you become drastically different.
So, what’s the third and final discovery?
A Psychologist With ‘Purchasing Problem’
Back in the ‘80s, psychologist Robert Cialdini was sick and tired of bringing home stuff he didn’t want. Somehow, salespeople kept convincing him to buy $hit he didn’t want. LOL!
Sick and tired of it, he set out to figure out why…..
He loaded up on PhD research students and studied sales reps across the country — trying to figure out why people say “yes”. The result? He uncovered seven psychological principles of persuasion, which he shared in one of my favorite sales books:Influence: The Psychology of Persuasion.
So, What’s My Final Discovery?Straight from Cialdini’s book:My Bright Spots—those closing at 65%—use one simple tactic:They told customers the expiration date.THAT’S IT!!!!
Let’s Get Sciency on WHY this works…
According to Cialdini, this taps into two of his persuasion principles:
- Scarcity – “This offer won’t last.”
- Urgency – “You have limited supply or time to act.”
Here’s one of my favorite role-plays I use with Sales Reps to explain the concept that always precedes a “Well, Duh..” moment.
“Hi Mrs. Smith. I know you want your Countertops in by Easter but I wanted to let you know your Quote expires in a couple days. Right now your spot is reserved in our production schedule, your material protected from other buyers and your price locked in. When your quotes expires.. this all goes away. Can you let me know where you are in your decision making? I can try and fight for extra time if you need it.”
Now I know what you’re thinking. “That feels sleezy!”
But aren’t all these statementstrue? Let’s be honest with ourselves.They came to you to solve a problem. You’re a factory with a production schedule, fluctuating prices, and limited inventory. You’re putting everything on hold for them.It’s not like you’re a drive through (if you are PLEASE CALL ME!).
I have scarcity and urgency too. I only work with one fabricator per region. Once I get one per region, that region is often locked up,forever.
The other coincidence? …The Average Stone Fab Quote Expiration Date is 30 days. My Bright Spots with 65% Close Rates? 28 days.
PS: You know the best part if you’ve gotten this far in my email? 80% of fabricators don’t even know what their expiration policy is. I literally hear this weekly: “It might be 30 or 60 days. It doesn’t really matter.” 🤦♂️
