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How to Open the Doors on Closing
It is interesting that the final step in the selling process has
been termed "closing." Since the enlistment of a customer is
actually the beginning of a new relationship and "opening"
prospects to the benefits of your product or service.
Unfortunately, many representatives use techniques that "close"
the customer into a corner he can't get out of until he buys
their product or service!
Many sales professionals do struggle with how to ask for the
order. In fact, closing is the most requested topic in workshops
and training programs. While the "art" of closing is difficult
to adequately cover in an article, this is an attempt to broaden
your thinking about this critical component of selling.
Closing skills involve more than knowing how to ask for the
order or getting the sale faster and easier. When sales reps ask
about closing, they really want to know how to get business
without that uncomfortable feeling that usually precedes asking
for the order or how to get prospects to buy something when they
really don't want it.
A lot of sales guru's will try to convince you that there is a
set of magical words or phrases that will rivet the prospect
into becoming a customer. Unfortunately, these techniques will
work as well as saying "abracadabra" before each sales call! It
is important to understand that closing is only one part of the
selling process. Focusing on one aspect of selling, in this case
closing, is a common and deadly mistake. In fitness, to reduce
flabby arms or that bulging stomach, we have to work on the
whole body. So it is in the case of selling. In order to improve
a part of the process . . . closing, you must strengthen the
whole sales presentation.
Did you know that 80% of salespeople refuse to close when the
buyer is ready? Studies prove that customers are ready to close
much earlier than the rep is! As investigations on closing
continued, what researchers found is that too many salespeople
are using "canned" presentations without listening to the
buyer's needs and continuing with their presentations before
asking for the sale. Or as I have observed in many a sales call,
we tend to want to tell the customer everything including every
classic story we can remember before we will let him have the
product! Unfortunately, the result of not closing is that 60% of
buyers become angry or begin to feel their time has been wasted
and consequently reduce their interest in buying!
Difficulty closing or the inability to move the prospect closer
to the sale could be a symptom of a bigger problem. Difficulty
asking for the order is often a direct reflection of your
relationship to your product. The lower your perception about
the real value of your product, the harder it will be for you to
sell it. How many times have you thought, ‘I couldn't sell this
if I didn't believe in it?' Closing with authenticity, sincerity
and enthusiasm has everything to do with your relationship to
your product or service. The stronger you believe your product
can fill an important need for your customers and you represent
one of the best (if not THE best) options available, the easier
it will be for you to succeed at every aspect of selling . . .
especially closing.
A quick way for you to evaluate your relationship with your
product is to ask yourself these few questions:
* Does the product or service I represent really perform the way
I and my company says it does?
* Is this product the best value for my customers money?
* How does the level of service my company and I provide compare
to others on the market?
* Knowing what I know about my product, as well as the
competition--would I buy from me?
Closing is not a series of manipulative phrases or word tricks
aimed at clinching the deal. Helping the customer to a buying
decision includes uncovering buying motivators and providing the
justification for investing in your product over the
alternatives. Closing is best accomplished through
education--first on your part, by thoroughly understanding your
product and your competition. Then by understanding your
customers needs and educating them on how yours is the best
offering to meet those needs.
I suggest you eliminate the word closing from your sales
repertoire and begin using "agreement". Once you have carefully
positioned your products as solutions, filled your customers needs, wants and
expectations, you need to come to a mutual agreement about what
the next step will be in working together. The assumption that
you will work together on my part is deliberate. As it should be
on your part with the customer.
After years of studying the "best of the
best" in sales, there are six steps in delivering a highly
professional and more effective closing sequence:
STEP ONE: Recommend the product and size or quantity you feel is
most appropriate for the prospect.
Your suggestion will come
from the results of the answers from the diagnostic questions.
Be sure to back up your recommendation with an explanation. This
can simply be a recap of key features and benefits.
For example, "Doctor, based on each of your objectives we have
just discussed and the capabilities of this technology, I
recommend the Schick system for your practice. It will
accomplish everything you want in digital radiography and more.
"
Be sure to use the words, "I recommend" when beginning this
step. This is a very professional way of asking for the order
and you will sound more like a consultant than a salesperson.
STEP TWO: Ask if there are additional questions or information
needed.
We often fail to give the prospect a chance to ask questions to
clarify his understanding of the product or cement his decision
to move forward. As sales people, we typically ‘close early and
close often' putting the customer in a defensive position. Yea,
right where we don't want him when we are trying to consumate an
agreement!
Step two might sound like, "Do you have any questions about this
piece of equipment or is there something I forgot to cover?"
I know some of you are thinking, if I give the prospect the
chance to ask questions, he is going to slip and squirm right
out of my hand and back out of the sale. If he does, it is not a
reflection of poor closing skills...it is a reflection on poor
selling skills. If the customer backs out at this stage of the
game then you failed to bridge the gap between customer needs
and your product in a compelling way that made buying easy!
STEP THREE: Describe the installation and delivery process.
Selling capital equipment and high tech products can be a bit
overwhelming for anyone. So it is important to review the entire
installation process and help establish realistic expectations
on the part of your new customer. This is a good time to use the
old adage, under sell and over deliver. More deals have been
lost because of poor follow up at this stage.
STEP FOUR: Explain the investment, price and payment options.
The most conservative approach is to provide two options for
payment. Pay attention to buying clues throughout the
presentation on what ways might be the best for this account.
Don't assume he will use the payment methods he has used in his
last equipment sale. Provide options and you will reap the pay
off.
STEP FIVE: Ask which option is most suited to prospect's needs.
Some people might call this a trial close, and I guess it is.
But at this stage of the game, you have brought the prospect
comfortably along in coming into an agreement in working
together.
STEP SIX: Complete the paperwork for order processing and seek
the prospects approval with a signature or down payment.
You may prefer to complete the paperwork or order form during
the presentation. Although, some buyers may object or resist you
in the process. Remember, the goal throughout every presentation
is to build trust and make the customer comfortable with you.
Filling out the order before you have come to an Agreement, may
be considered premature and distance you from your ultimate
goals in selling.
I recommend you write these six steps down, carry them with you
and practice this closing sequence. While we focused on
equipment in this program, it will work and work well selling
applicators to air abrasion. So forget the "magical moments" and
"fancy phrases" of closing. Because you have done such a good
job developing the whole presentation, you can move, forward with confidence, into this beautiful assumptive close. This will
be the most natural and comfortable end of a sales call you can
have and I guarantee it will work well for you, if you use
it.
About the Author
The Professional Sales Coach, Anita Sirianni, speaks from
experience! For over two decades, Anita was consistently
recognized as a top performer in sales. Today, she is one of the
industries most popular sales trainers and consultants,
providing customized programs for leading corporations
throughout the world.
For more information call 800-471-2619 or e-mail Coach@AnitaSirianni.com,
or visit their website at www.AnitaSirianni.com.
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