CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF (Part 1)
Closing is the difference between winning and losing. Closing is the logical conclusion of the persuasive process.
How to make it easy to get the customer to say "yes"
Closing is not manipulating the customer. It is the professional conclusion to your visit that both you and they expected from the start. Even if your customer is genuinely interested in your product or service they still need you to provide the final encouragement. Closing is what selling is all about, getting the order; it is the climax of the selling skills that have gone before.
But very often, how easy the close is depends on how well the salesperson has done the preceding steps.
Here are some of the reasons why salespeople struggle to close;
1. An unconvincing presentation.
The customer's reason and emotional drive to buy is definitely enhanced by your presentation.
Focus on selling the benefits of your product or service. Sell the “good feelings” and create an image in their minds of what they are going to get.
2. Failure to obtain commitments.
A succession of "yes's" to presentation points makes it easier for the customer to make the buying decision. You should therefore always be closing, trial closing, test closing, getting commitments.
- A fear of handling objections.
Avoiding, ignoring or hedging around objections diminishes the customer’s confidence in your abilities and more importantly your intentions as a salesperson.
A good place to close is after successfully handling an objection.
- Waiting for the customer to say "I'll take it."
Too many sales people believe the onus is on the customer to take the closing initiative. Simply asking the closing question would save many lost sales.
- Talking past the point of sale.
This happens because the salesperson gets carried away by the sound of their own voice, they ignore the customer, do not pick up buying signals and do not use trial closes.
- Failure to detect buying signals.
The ability to notice and capitalize on buying signals is vital to closing. Queries about delivery dates and times, payment options, colour, size, company back-up, and discounts - this shows interest.
Missing these buying signals and not confirming and capitalizing on them can result in the customer eventually cooling off and losing their former interest.
- Lack of skill in closing techniques.
Success in closing the sale is dependent on the salesperson being well versed in a variety of closing techniques and knowing when and how to use them.
- A fear of rejection.
A lot of sales people avoid asking for the order for fear of rejection. You need to understand that such rejection is not meant personally. Objections to closing generally means that the customer is asking for more information and needs a little more persuasion to make the buying decision.
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CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF (Part 2)
We have looked at why salespeople don’t close successfully (8 points covered in part 1)
Now let’s look at the four essentials of closing:
- Listen for buying signals.
Be awake, be aware, be proactive and be a salesperson. You should be so hungry for the sale that if a buying signal crops up, you immediately capitalize and get a commitment on it. A buying signal shows that the customer is interested in your product or service and is ready to buy. Some examples of a buying signals are queries about delivery dates and times, payment options, company back-up, colours, quantities, sizes, discounts etc. Learn how to identify signs of interest and even learn how to elicit buying signals if the customer does not bring them up himself.
- Close early and often.
When is the right time to close? As soon as the customer indicates they are ready. Don't be shy to close early. A professional salesperson has the ability to close in such a way that the first closing question is never seen to be “do or die”, and that the door is left open for further closing. By closing at the earliest opportunity and at every chance thereafter, the salesperson increases the possibility of making the sale. The customer realizes that you are there to do business and not just to do a presentation or leave your price list, rate card, business card, brochure or quote.
- Increase your repertoire of closing techniques.
If you are only able to close in one or two different ways, your closing attempts will become repetitive and you will be "blown" after exhausting your limited repertoire.
Always close enthusiastically and positively.
Show the customer that you are capable and excited about overcoming his objections and satisfying his doubts in you, your company, your product or service.
- Always have a final close which presents the customer with a possible fear of loss.
Often, when it comes to the close, the customer has doubts, even though they know that your product or service is right for them. By presenting this "final" close you give the customer a reason for buying now. It could be a price increase, delivery date, stock shortage, availability of colour, size or style. Using any one of these "final closes" means that if the customer delays their decision, they could lose out by not getting what they want - when they need it. You need to have a list of "final closes" to help the customer make the decision to buy now.
Besides making sure that you practice these four essentials in closing, you also need to be sure that you have done everything else, up to the point of closing, in such a way that you have created a good base on which to close. Groundwork, building up like and trust, a good presentation and a product or service commitment are essentials in making closing easier. Remember that closing is the natural conclusion to everything that has been presented up to that point.
If you have done everything properly and professionally from the start of the sales process then the customer will expect you to ask for the business! Closing is something you do all the time.
The more "yes's" you get along the way, the easier the final close becomes.
Expect to get the sale
Believe that the customer wants to do business with you. A sale only happens when you make it happen! It’s your responsibility to sell, sell yourself, your company, your product, your service, your price and the “good feelings” that the customer wants during the sales process. When you make a sale, everyone benefits, you benefit, your company benefits, your family benefits and the customer benefits.
If you don't sell, everyone loses
A customer is reliant or a good persuasive salesperson to help them make the decision to buy. Imagine if a salesperson never encouraged a customer to buy, nothing would happen.
(NOTHING EVER HAPPENS UNTIL A SALESPERSON SELLS SOMETHING!)
Customers appreciate and respect a salesperson that is confident in themselves, their company and their product or service.
The onus is on you to initiate the sale
Remember, the onus is on you to initiate the closing process, don't be shy to be a salesperson, the customer expects it, appreciates it, and needs it.
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CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF – (PART 3)
CLOSING: THE 9 SECOND CLOSING FORMULAE.
CLOSING IS THE NATURAL CONCLUSION TO ALL THAT HAS GONE BEFORE.
- Closing does not mean one brutal attempt at getting the customer to say yes!
- Closing is a process and to start the process off takes on average only 9 seconds.
- Remember, the onus is on you to initiate the closing process, don't be shy to be a Salesperson, the customer expects it, appreciates it, and needs you to close.
Here are some examples of initiating the close:
"You do want a quality product don't you Mr. Jones?" "Yes".
"I'm sure you'll agree that by using our service your situation will improve won't it Mr. Jones?" "Yes".
"That puts you in exactly the position you wanted to be doesn't it Mr. Jones?" "Yes".
"That sounds a lot better doesn't it Mr. Jones?" "Yes".
"Service is important to you isn't it Mr. Jones?" "Yes".
These are some of the ways you can start the closing process off, think of some that will suit your product or service and will work in your industry.
None of the above examples takes longer than 9 seconds including Mr. Jones `s yes's. Closing is the sum total or minor yes’s and the 9 second closing formulae gets these yes's. As soon as you've started the closing process the shoe is on the other foot. At that emotional point where you were apprehensive about asking for the order and went ahead and did so, the tables turned.
It is now the customer who has the task of either buying or giving you an objection if he is not ready to buy.
The most common objection after the first close is "Hang on a minute" not "No I don't want it". Only after you initiate the closing process will the customer present you with an objection. Objections are absolutely necessary to close. If a customer does not object you can't close. The objection gives you a direction in which to continue, you handle the objection and close again. An objection does not mean "no"; it means the customer needs more information and more justification from you about the objection and indicates that they are ready to buy.
It means "Mr. Salesperson, please give me more information and help me make the buying decision."
"I want to buy, but have a few doubts". These doubts are presented in the form of objections. An objection from a customer is a challenge to you as a salesperson to convince them that their objection, query or doubt in the product, service or price is unfounded and that there is no reason for them not to make the decision to buy. Each time you close, the customer has to raise an objection if he is not yet ready to buy, and each time you handle the objection and close, the harder it becomes for the customer not to buy.
Successfully handling objections means you're on your way to closing the sale!
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CLOSING THE SALE IS A PROCESS, NOT A ONCE OFF – (PART 4)
USING THE 9 SECOND CLOSING FORMULAE TO START THE CLOSING PROCESS
USING THE BENEFIT SUMMARY
"Mr. Customer, which delivery date would be best for you, the 15th or the 30th?" 4 seconds.
Even if the customer objects now he will have to give you a response to your question. This will allow you to handle the response, if it is presented as an objection, and continue closing. The customer knows that they are going to buy because they know that they are dealing with a professional who knows how to close.
"The 15th would be too soon". 2 seconds.
"So then the 30th would be best wouldn't it?" 2.5 seconds.
"Yes" 0.5 seconds.
Time it yourself and you'll see it takes 9 seconds!
Objection:
"But I'm not sure I've got space for the full order".
"But I'm not sure I've got space for the full order".
Solution:
"All right Mr. Customer, I'll tell you what we'll do (Positive expectancy talk), we'll deliver half the order on the 30th and you can phone us when you are ready to take the balance and we'll deliver it then, now that solves the problem doesn’t it". “Yes”
"All right Mr. Customer, I'll tell you what we'll do (Positive expectancy talk), we'll deliver half the order on the 30th and you can phone us when you are ready to take the balance and we'll deliver it then, now that solves the problem doesn’t it". “Yes”
· Now fill out the order. You've worked for it, it’s there, - TAKE IT!
- You never get a second chance at that emotional point where the customer is ready to be closed.
Remember that at this point your aim is to start the closing process so be prepared for more objections.
USING THE BENEFIT SUMMARY
After 3 or 4 closing attempts and not being able to get the customer to make the decision to buy, you may need to bring in a benefit summary. This is where you recap all the positive points, commitments and yes responses that have taken place so far.
"Mr. Jones, just to clarify my thinking, in case there is something I may have left out, lets recap what we have discussed so far." "We did agree that you were not entirely satisfied with your existing product / service didn't we?" "Yes". "We also agreed that our product / service offers a solution doesn’t it?" “Yes” "We agreed that the benefits of using our product / service would solve your current problem and improve the situation wouldn't it?" "Yes". "You are happy with what I've told you about my company, product and service aren't you?" "Yes". "You are satisfied with our delivery time and the price aren't you?" "Yes".
Now ask a question that the customer is not expecting.
"Mr. Jones, there isn't perhaps something I've said that has upset you is there?" "N00000!!"
"Great"
"Mr. Jones, there isn't perhaps something I've said that has upset you is there?" "N00000!!"
"Great"
Now move in for the close
You have succeeded in getting your customer to verbally say to you and to themselves that there is no reason not to buy now.
Wake up! It's the real world, someone has to close, you're the salesperson, you close!
TO THOSE WHO PERSIST
80% OF ALL SALES ARE MADE AFTER THE 5th CLOSE
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48% OF SALESPEOPLE GIVE UP AFTER THE 1st CLOSE
25% GIVE UP AFTER THE 2nd CLOSE
12% TRY 3 CLOSES THEN STOP
5% TRY A 4th CLOSE THEN QUIT
ONLY 10% KEEP ON CLOSING!
TO THIS 10% GO 80% OF ALL SALES.
CLOSE
MAKES YOUTHINK DOESN'T IT!!!
CLOSE
MAKES YOU
