Written by Sean McPheat |
13 December, 2017
When getting to the closing of a sale, salespeople often start to feel nervous because they feel they may get a rejection or they are putting the buyer under some pressure.
So they hold back in asking for the order, or project a nervous attitude so the buyer wonders if they are really making the right decision.
Here are some tips that will help you when you get to this important point in the sale.
1) Don’t think of the close as a close!
This may sound strange, but if you consider this to be a ‘pressure-cooker’ type of environment, you won’t do it naturally
2) Instead, think of it as building the start of a relationship.
This means you consider asking for the order as a naturally next step in the development of a partnership with this buyer or their company
3) Before moving to the close, consider if you have covered everything that the buyer has wanted.
Have you answered all their questions?
Are there any more objections?
Are they happy with the pricing and payment structure?
Ensure you’ve covered everything first
4) Think of what your product or service solutions will offer to your customer.
People don’t buy products or services; they buy what your solution will do for them or their business
5) Be future-oriented.
Confirm with the buyer what the future will look like after they have been using your solution.
It sounds something like ‘So, Mr Buyer, we’ve agreed that by using our new machine, your production costs will go down by x% hence saving you £xxx over the next three years’.
6) Get the buyer to agree with all of your conclusions about the future changes.
Only then will they be in the frame of mind to make a positive decision
7) View the ‘close’ as a natural progression step in the sales process, and not a culmination of the sale.
The buyer is making a decision that could change their business, so it’s only natural they will want confirmation that their concerns have been covered first.
8) Recognise that buyers buy on value, not on price.
If the value of your solution is greater than the price they have to pay, you are moving in the right direction
9) Don’t overpromise something simply to get the customer to say yes.
If you can’t deliver on that promise, you risk losing their trust and everything that goes with it
10) If necessary, introduce an air of urgency.
This doesn’t involve tricks like ‘buy now or it will be gone’ or ‘this offer is only open for a few days’.
Those tactics lower your professionalism in the buyer’s eyes.
Instead, show them how much they can save by making a quicker decision, or how their productivity will increase when they make a decision
11) Make it clear what the next stages are in the process.
Tell the buyer what will happen next so they understand what commitment they are making
12) When closing, think of two or three options for the buyer to consider.
Options put the control in the buyer’s hands
13) Each of the options should be beneficial for the buyer so whatever one they choose will be a good reason for progressing to ‘yes’.
Giving options makes the buyer think ‘Which one should I choose?’ rather than ‘Should I say yes or no?’
14) Explain how each of the options will take their business forward. They can then see which option would be the best one to choose
15) When they are convinced of the best option, work with them to progress to making a commitment.
That way, the decision they have made is confirmed as the correct one
16) Describe what will happen next.
Confirm that the results they will get will endorse their decision as the correct one
17) Partner with the buyer, so they become your client.
This means identifying how to progress specifically with their business and showing them through your actions that they made the best possible decision to work with you and your company
Closing doesn’t have to be arduous and difficult if you approach it as a natural step in the progress of the sale.
As the saying goes, ‘Don’t try and sell your products….just make it easy for the customer to buy’.