Cold Calling Tip – How To Close A Direct Sale

Written by Sean McPheat | Linkedin thumb

So you’ve verified the decision maker, you’ve got them on the phone and you’re making a direct sale there and then – so just what is the best way to close the sale?

You know, closing a direct sale completely over the telephone requires a few different skills and techniques than closing in a face to face meeting.

In person, if you mess up, say the wrong thing or get an unusual objection—you’ve a good chance to recover and it’s very difficult for the prospect to hamper your continued attempts to close.

On the telephone however, you may only get one shot at closing the sale. And it does not take much for the prospect to abruptly END your closing attempts. All it takes is a “click” and you’re history.

Now I’m going to give you a simple and concrete closing methodology to use on the telephone that will help you maintain control and close more sales. Now I’m not talking about some off-pat answers or exact words here, but instead a way to think and to go about this.

Ok, in order to close a sale over the telephone you’ll need to:

1. Summarise the offer
2. Reference the future of the relationship
3. Use a transitional closing statement

Ok, first you’ll need to briefly summarize your offer, including prices, totals and particulars. Now this doesn’t have to be some long winded speech because you should have covered all of this before but you’ll want to bring it all together…

Here’s what I mean:

“So, Jo, what we’re talking about is the two cases of our Super Deluxe Widgets, at 50 per case, that’s 100 total, and that’s at the discounted rate of just £5 per Widget. That includes the lifetime warranty as well. As I mentioned, we’ll pick up all of the shipping costs on this…so the whole thing comes to just £500…”

So that’s the summary.

Ok. Then you want to look to the future.

This is critical over the telephone. You have to remember that in most cases the prospect has never met you. You may be hundreds or even thousands of miles away and they’re about to give money to a voice.

So you want to help the prospect to visualise a “relationship” and the future with you there. You do not want the call to end with the prospect feeling as though they placed a one- time – never going to hear from you again—order with a strange voice.

You need to Paint the picture of the future; of a continued relationship.

So use words and phrases like this “initial order” and “this order to get us started.” If it is repeat business, still do same. Use words and phrases like, “in our next order…” or “as our relationship grows” and “over the next few years…” etc.

Here’s what I mean:

“Jo, I’ll carefully analyze your savings over the next few months, and then we’ll know which way to go on future orders…”

“Jo, over the coming year, you’ll see how well these widgets perform, and then we can talk about outfitting the entire plant…”

“Steve, once you see how your customers love our packaging and the product jumps off the shelves, all I ask is that we’ll talk about adding a few more stores in the by the end of the year…”

And finally, use a closing statement that makes it EASY for the prospect to buy!

Try something like one of these three closing statements:

“Does that make sense?”

This is a great transitional closing statement. Just ask the prospect if what you just proposed makes sense.

Or use something to the effect of, “Does that sound like a good fit for your office, Karen?”

Or third, “Is that fair enough?”

This is really good if you’ve changed the offer or reduced the price. You may have begun with a closing statement like, “Does that make sense?” And the prospect objected.

You then build value, and build value and build even more value and then you slightly reduce the price. Now you might close with, “Is that fair enough, Steve?”

So let’s put this all together:

1. You need to summarise the offer
2. Reference the future of the relationship
3. Use a transitional closing statement

“So, Jo, what we’re talking about is the two cases of our Super Deluxe Widgets, at 50 per case, that’s 100 total, and that’s at the discounted rate of just £5 per Widget. And that includes the lifetime warranty as well. As I mentioned, I’m going to pick up all the shipping on this initial order…so the whole thing comes to just £500 to get us started. And we can talk about discounts on future orders once our widgets have started to save you money in your bills, does that make sense?”

Here’s another example:

“So, Graham, what we’re looking at for this initial order, is the District-level version of our Help Desk Plus, which includes the six months of free maintenance and upgrades. I’m also going to add two weeks of on-site consultation during the installation and that’s at no charge to get our relationship started. So, the whole thing comes to just £2,670. And when you see how much more productive your staff become, and how much you save this year we take a serious look at our enterprise-wide edition that will shave off another 15% of your outgoings – is that fair enough?”

You know, closing directly over the telephone is the hardest sale to make. It’s a different animal altogether but with the right approach you’ll soon be outperforming everyone else in your company.

Happy Closing

Sean

Sean McPheat

MTD Sales Training | Sales Blog

450 sales questions free report

Originally published: 9 February, 2009