Introduction
OK. You’ve found a customer who has a need for your service or product, persuaded them to meet with you, compellingly presented your proposition, and built rapport and trust with the person you met with, but they still haven’t decided to buy from you. The conversation reaches that all-too-familiar pause where neither of you can think of anything further to say, and the customer has nothing else to ask;
“Well, look, thanks very much for coming in; if you could leave it with me for another day or two and give me a ring, ah… let’s say next Tuesday, how does that sound? We can take it a step further then”!
How often have you left a meeting like this confident that everything was taken care of, only to be let down when nothing came of it? If you’re wondering if this occurs, know that most consumers will choose the “do nothing” option if given a choice. Remember that if this happens, you’ve already conceded that a business opportunity exists, someone will acquire it, and all you may have accomplished is making it easier for the consumer to give the business to your competition.
Simply said, a closing technique is your approach to finally wrapping up your sales pitches. The best closing practice is to avoid scenarios like the one presented above, in which the customer is given so much leeway that they successfully delay the progression of events. Of course, the ideal scenario is one in which no apparent method is needed, and a mutually satisfying resolution is reached effortlessly through natural discussion. If only every interaction ended this way, though, life would be perfect. You know as well as I do that in the real world, agreement doesn’t always come quickly, and that’s why it’s essential to have a plan in place to ensure your call goals are met.
Concluding Strategies
Having a repertoire of smooth tactics at your disposal or manipulating circumstances to the point where the buyer feels pressured into making a decision is not what it takes to close a sale. However, top performers earn their money by closing deals. Therefore, they must be good at it.
It is impossible to have a fruitful discussion on closing without first distinguishing between, for instance, selling capital equipment and office stationery. Salespeople must recognize the intermediary stages through which their regular sales contacts are progressing and realize that each step will have its closure, even if the changes are not as severe as some operators think. Your call objective will always be to close the sale and earn the customer’s continued patronage, no matter what you’re selling. If not, I have to question whether you even have a product to sell.
I try to avoid giving my opinion as a sales trainer on completing a deal. Instead, I like to name the actions of successful salespeople by bringing my study findings to the arena for debate, just like I do in my sales training sessions. The following, then, is the fruit of my research; they are tried-and-true techniques that I have implemented into my own sales approach and which have helped thousands of salespeople become leaders in their respective fields:
Closing Alternative
When a customer or prospect has been presented with several options during a conversation but has not yet indicated a preference (e.g., by making a purchase), this close might be employed.
The salesperson said, “Well, Mr./Ms. Customer, given the four courses we’ve discussed, can I ask which area of development you would like to undertake as a priority?”
The answer to this question can disclose a lot about the other person. Still, more significantly, it gives me a chance to steer the conversation in a more targeted direction and ultimately close the deal.
Closing Warning
You can warn them that they’ll lose out on a promotion, fall behind the pack, face supply issues and price hikes if they wait too long to make a decision, etc. Please watch your tone to avoid sounding intimidating, as this may cause the customer to get defensive. I employ a warning conclusion by saying:
You must confirm your representative’s availability on the dates in question, Mr./Ms. Customer; but, I have already informed you that our Field Selling course is in high demand and that we cannot accept everyone who expresses interest due to space constraints. If that’s okay with you, I’d like to schedule time for Bill in our upcoming schedule tentatively. This way, you won’t have to worry about losing your reservation and can confirm it whenever you like.
Rather than leaving with false hopes that the company is mine, I might take this course of action instead.
In conclusion
A method of summarizing the conversation in which the most important points are grouped in a condensed manner. I have seen clients abruptly end interactions with salespeople by taking the initiative. Thus, this must be done by the salesperson. This is the preferred closing for telemarketers when a conversation is expected to go on for a while or has been interrupted.
Verbal Confirmation Final
Include a reference to a previous client who profited from your services; ideally, this person would work in the same field as your target audience. When employing this strategy, you should take precautions to ensure a positive evaluation from the other party. However, referrals are a powerful marketing tool, and mentioning a well-known and respected person who has purchased from you may be enough to convince the reluctant consumer to buy. It is typical politeness to inform the person or business you have referred a client to of the referral. What follows is an example of a possible verbal proof close:
The market leader in your industry, Xyz Company, had similar concerns when the product was first introduced. Still, production manager Joe Bloggs recently informed me that output has increased by about 23% since the product was installed three months ago. There’s no reason we can’t get the same result for you.
Settlement Agreement
This close is utilized when the topic of cost has been raised during the conversation as a possible roadblock to making a purchase. The type of rhetoric that will entice you to employ a concession close includes current financial restrictions, a terrible quarter for our business, and the fact that the use of the finish is not a priority at present. Keep in mind that giving in on pricing is not necessarily a surrender. Concessions include anything from lenient payment conditions to discounts based on volume or even free shipping and handling. Do not give away your benefits too early in the dialogue; instead, save them as something up your sleeve’ until you believe they will have the most impact in encouraging the customer to take action immediately.
Path Ends
With a trial close, you may put the customer’s apparent interest in purchasing the test. Never respond to a customer’s inquiry with a simple yes or no.
“Yes, we do have space on our May Field Selling course; may I assume, then, that you wish to move forward with making a reservation for this program?”
Customers’ desire and willingness to buy can be gauged from their responses to a follow-up question.
This is by no means meant to be an exhaustive list of closes; it would make me feel more at ease to know that you employ closes that you have tried and found to be effective on your own. If this is the case, you should keep using them, perhaps supplementing them with those above.
Summary
Finally, let’s say you’ve used not just one but multiple closes in the same conversation with a stubborn consumer; what would you do then? So, here’s what I say: if all else fails, ASK!
Salespeople, fearing rejection, often try to prolong the conversation to avoid the moment of truth. Some people consider it a win if they receive even a hazy promise of order in the future; they can then celebrate their achievement by hunkering down and adopting a “no news is good news” attitude. Why not find out now instead of waiting two weeks to find out you didn’t receive the business? Remember that you have a goal to accomplish, and your company cannot bank promises, so don’t be afraid to ask for a positive commitment if necessary.
“Now, Mr. or Ms., I hope I’ve been clear, but if you’re still hesitant, I’d like to know if there’s anything I can clarify for you.
If you acknowledge the existence of potential business but fail to secure it, your competitors, who have been waiting in the wings the entire time, will be eager to pounce. Best closing practices can ensure your continued success in a competitive market.
With over 20 years of experience, David Quinn is an expert in sales and management training. He has extensive experience in sales and has recently begun blogging [http://www.sellingdimensions.com] to share his insights with those who, in his opinion, can affect the day-to-day actions of salespeople. In Rathmines, Dublin 6, David’s company may be found online at http://www.quinntraining.ie. Check out his blog post, “How to Develop Selling Capability and Performance,” on which your thoughts would be greatly appreciated.
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