If you sell big ticket items, here’s the uncomfortable truth most businesses don’t want to hear.
You probably have no idea if your team is actually closing sales.
Not because they’re doing a bad job.
But because most businesses never measure what actually matters.
Selling a coffee is easy to track.
Customer walks in, orders a flat white, gets asked if they’d like a slice of cake, done. You can measure the sale and the cross sell in minutes.
Big ticket sales are nothing like that.
No one strolls into a car dealership, points at the shiny SUV and says “I’ll take it.”
No one books tyres, Botox or a big retail purchase on the spot.
And because there is no instant transaction, businesses fall into the trap of relying on… vibes.
“Yeah, I think they’re interested.”
“They’ll come back.”
“She said she’ll think about it.”
None of those are definitive.
None of those move the sale forward.
And none of those tell you if your team actually did their job.
So what do you measure instead?
You measure the Definitive Next Step.
Every customer interaction has one.
In a café, it might be suggesting a pastry.
In a tyre store, it is getting the customer to bring their car in.
In a car dealership, it is collecting the customer’s details so you can follow up.
It does not need to be a sale.
It just needs to move the sale forward.
The mistake most businesses make?
They let the customer walk away with nothing locked in.
“That’s okay, just come back when you’re ready.”
Except they won’t. Ever.
Great salespeople don’t pressure customers.
They create momentum.
And momentum only exists if there is a clear next step.
Bring your car in.
Let’s book a test drive.
Allow me to take your details.
I’ll send through a quote.
Small steps, but they create movement.
Movement creates opportunities.
Opportunities create sales.
Here’s where most owners get stuck.
They have no idea whether this is happening in their business.
You cannot measure a sale that never happened.
But you can measure whether your team asked for the next step.
And that is where the leverage is.
Because once you measure it, you can improve it.
And when you improve it, sales go up.
In some industries, dramatically. We regularly see improvements of 25 percent, 40 percent, sometimes more.
Below is the full video where I dive deeper into how big ticket industries should measure performance. You will also hear examples from cars, tyres, aesthetics and retail.
Whether you sell cars or cosmetic treatments, holidays or financial services, the rule is the same.
If you want more sales, don’t just measure the sale.
Measure the step before the sale.
The Definitive Next Step is what tells you if your process works.
It is what keeps momentum alive.
And in big ticket sales, momentum is everything.
