Closed Won Sources

If you look through your Closed Won reasons of most companies, you'll find that the top 4 reasons deals close are:

1) Repeat Customers

2) Referrals / Intros

3) Word of Mouth

4) Brand + Content

The common thread between all of these is pre-built TRUST. Deals close because customers have confidence that you will be able to resolve their pain point. The higher the pre-built Trust, the easier and faster deals close.

Despite this reality, companies spend far less time into "Pre-Building Trust". Instead, they think focus on channels where there is no pre-built trust and then wonder why their conversion rates are low and CAC Payback Periods are sky high.

Instead:

-Ensure new and existing customers have the best possible onboarding and experience

-Focus on best fit prospects and landing more of those people where you know you can deliver exceptional value and high NPS scores

-Build differentiated content and presence in the marketplace to have a brand that stands for something beyond just the permission-to-play features in a category

Over time, these efforts snowball. Customers fall in love with what you have to offer and become champions for you in the marketplace. It's the fastest (and slowest) growth strategy. But it works every time.