Effective Sales Closing Techniques
Many small business owners either ignore or abhor the sales
process and the idea of closing a sale would be even less appealing.
Unfortunately, sales and marketing are the foundational functions that keep
every business alive and growing and every successful business owner is selling
and closing, whether they know it or like it. Selling is much more about
educating and telling, then pushing and listening. A truly good sales person,
regardless of what they are selling, is a master at determining their clients
needs and finding solutions for them. The sooner each business owner realizes
the importance of selling and closing and makes a decision to educate themselves
on techniques and principals associated with selling and closing, the sooner
their business will grow.
Closing is the last step in the sales process; asking your
prospective client for their business. Although closing is a critical step,
many people skip it unintentionally. They assume their prospect will
automatically give them their business. Although this does occur occasionally,
closing the sale is as important as crossing the finish line at the end of a
race.
Many people resist “closing” for fear of rejection. Don’t be
afraid to close and ask for the business, whenever possible. You will know when
your prospects’ interest is high, so take advantage of the timing by asking for
their business or for asking them if they would like to take a class. Don’t be
afraid to close because in most cases, if you unsuccessfully attempt to close,
you are both informing your prospect of your intent (to offer them your
service/product) and you will receive an instant indicator as to where they are
at in the sales process.
Frequently, people express interest by asking for details
about you and your service. Use this as a guide that their interest is high and
a close at this time could be the nudge that puts them over the hump. If they
don’t commit after your initial close, there is some type of objection standing
in the way. Try to determine the objection or concern and, if you can address
it, try to close again.
Trial Close:
To close your prospective client, you must determine their
level of interest. You can do this by using a “trial close”. A trial close is
usually a question that gets the prospect thinking about the possibility of
using your services. For example, a car salesman may use a trial close with an interested
buyer by asking them what color they prefer. If the buyer answers with a color,
the salesperson knows the buyer’s interest is high. They have obviously
imagined themselves owning the car of a particular color. You can use a trial
close, as well, to determine your prospective clients level of interest. In
fact, trial closes builds interest by getting your prospect to think of you as
a service provider.
Assumptive
close:
Another effective closing technique is an “assumptive close”.
This is simply a statement that implies that you will do business with your
prospect. Like the trial close, the assumptive close gets them to think of you
as a service provider. It can also be used throughout the sales process to
determine and build interest. Unlike the trial close, the assumptive close is
usually posed as a statement.
The close should be a very conscious part of the sales
process and when you enter into a closing opportunity, confirm that you
have:
- · Familiarized yourself with closing options
- · Thought out ways to overcome objections
- · Successfully created enough interest in your service
- · Have mental and emotional clarity about closing
- · Have clear pricing objectives
- · Have prepared a way to accept payment
- · Have an agreement or contract ready if necessary
Alternate choice
close:
Another powerful closing technique is called the
“alternative choice close”. This technique gives your prospective client
several options on any particular aspect of your service.
The alternative choice close is usually posed as a question
that prompts your prospective client to consider how to do business with you
versus whether or not to do business with you. It can be done throughout the
sales process.
When using the alternative choice close, try to limit your
choices to two options. Once the prospect answers the question by selecting one
of the options, have them commit to specifics immediately.
It is recommended to
add a form to your website offering some type of free analysis or a free offer.
This will often times initiate the sales process by allowing you to develop a
contact with the potential client to determine their needs and to educate them
as to how you can become a solution for their needs. Don’t look at closing and
selling as a way of manipulating your prospective clients, but as an
opportunity for you to show them that your service can serve their needs. It is
very important to be successful at closing and selling so that you are not only
comfortable with your service, but you feel that there is a great need for your
service. Your job is to be more proactive in terms of making others aware that
they need your service. As you probably know, there is a great deal of
resistance to change amongst those considering using your services and selling
and closing are the ways of overcoming that resistance.
Additional Closing
Tips
- · Ask for the business
- · Ask for the business again
- · Ask for commitment using the alternate choice close
- · Create a sense of urgency with temporary discounts and promotions
- · Keep your energy and enthusiasm high, don’t lose steam at the end
- · Don’t oversell, ask for the business and quietly wait for a response
- · Move into closing seamlessly and without hesitation
- · Visualize yourself successfully getting the business
Remember to not be afraid to promote your services proactively.
Most business owners know that most people need their services, so take it on
as a conscious mission to learn more about the sales and closing processes and
to implement as many techniques as possible so that you can help more people.
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