Closing the sale is difficult for most salespeople while
relatively easy for others. The answer is that closers have done a good job of
targeting and qualifying a customer then following a proven sales process to
bring the sales event to a successful conclusion. The close is just a formality
of the entire process that has been expertly crafted and executed.
Closing techniques do not have to be difficult nor tricky.
In my last article I talked about the “act now” closing technique. Retailers use this tactic all of
the time. They offer a reduced price or enhancement (a TV, for example) for a
finite time and then encourage buyers to pull the trigger in time or lose out.
In manufacturing or distribution or any business-to-business environment, offers
like delivery date, pending price increase and others are used to stimulate “act now” decisions.
Little decisions are another tactic widely used to bring a
buyer to yes. Little decisions give you, the seller, a clue when to bring out contracts
and ask for deposits or whatever you use to finalize your sales transaction
acceptance. When you ask little questions you learn what answers are go-ahead
signals to move forward. When you get the correct answer to a closing question
or two you have, in essence, gotten to yes. Stop what you are doing and assume
you made the sale, and then move forward with the termination of your process. (contract,
work order, deposit, etc.)
Here are a couple of real world examples.
You: When do you need your new software to go live?
Them: January 1st.
You: Well then you need to get the project started
immediately. Sign here and I will get the project scheduled in our system.
You: Will you need 3 or 4 printers?
Them: 4.
You: OK, just initial work order here and we’ll have the
4th printer.
You: Will you be paying cash or financing your purchase?
Them: I would like your 24 month financing.
You: That’s fine. Let’s fill out the credit application
and get your financing approved.
Are they crafty or slick? No. Do they work? Yes.
Here is my disclaimer. If you aren't working with a qualified
prospect that needs your product or service it is hard to close any deal under
any circumstances. You have to lead them through an interview in which they
tell you their pain and you then offer your solution(s). At the end of the
sales interview you get to ask for the order. You earned the right to ask. How
you ask is your little decision.
If they don’t buy, you have made a mistake somewhere along
the way. “Act now” and “little decision” are nice little
comfortable ways to move from your sales pitch to the finish line. If you
didn’t make the sale, find out what went wrong and fix it for next time.
