Short Take: The three-step close

How do you get a client to commit in the moment?

I’ve found that a short verbal summary of what it will take to complete the project usually gets clients to commit to moving forward. Include the deliverables, the schedule, and the budget in your summary. Why? Because, most of all, clients want to know what they will get, how long it will take, and what it will cost.

So, simply describe the deliverables, schedule, budget, pause, then ask, “How does that sound?” and wait for a reply. That’s the three-step close.

Why does this work? When things are just beginning, clients are eager to discuss what they need, but often don’t know how to outline the project entirely. So, what they are looking for is help in framing their need. If they’ve chosen to talk to you, it means they see you as qualified. They are poised to move forward. They just need a little nudge. And even if a competitor is in the wings, the person who demonstrates that they understand what’s required and what it will take to get the work done is very appealing.

Anything that stands in the way at this moment –– like telling the client you need to think about the project and write a proposal –– slows everything down or, worse, could send it to a competitor. Handshake agreements followed up with a one-page contract are far more effective.

Here’s a quick example of the three-step close with a fictitious client named Chris.

“Okay, Chris,” I glance at my notes, then continue with, “we’ve discussed providing a fifty-page Keynote deck, and you’re supplying the content for it, a three-minute motion graphic video, a series of ten banner ads and a landing page, all in support of your June event.”

Chris replies, “Ted, what about the email campaign I mentioned yesterday?”

“Oops. Sorry. I missed that. It was a series of five emails to create interest in your event, right?

Chris nods in agreement, and I re-summarize with, “Okay, the project deliverables include the five emails, the fifty-page deck, the three-minute motion, the ten banner ads, and a landing page, right?

I see Chris agreeing, so I continue, “In my experience, projects like this take six weeks, and our fees will total sixty grand.”

I pause for a moment, look up from my notes, and ask, “How does that sound?”

Chris agrees. We shake on it, and I say, “I’ll follow up with a one-page contract for your signature. Send me back a signed copy, and we’ll get started.”

I hope this doesn’t sound manipulative. It’s not. In effect, you’re helping the client envision the project, what’s involved, and how you’ll help them.

There’s another critical factor. A confident summary shows mastery. What clients want most from their creative partners, beyond the work, is a command of the subject and your confidence in being able to describe it directly.

Deliverables, schedule, budget, then say, “How does that sound?” and wait silently for a response. That’s the three-step close.