“Always Be Closing” has been a popular sales mantra for decades. While there may be some credit to the phrase (e.g. asking for incremental commitments), undue emphasis has been placed on this for sales success. Today I’m going to share some ideas to balance the importance of using closing sales techniques.
The Challenge with Closing
One of the reasons closing has earned so much attention is that many sales consultants are afraid to ask for the order. They’ll do a wonderful job at presenting their product, but when it comes time to close, their mind freezes and they blurt out “So, what do you think?” This question communicates neediness and a lack of conviction. In light of the challenge, having more closing sales techniques is NOT the solution. Fear of asking for the order is usually a symptom of:
- A lack of self-confidence
- A lack of belief in the product’s efficacy
- Inadequate understanding of the product’s value to the client
In any of these scenarios, having an A-Z of closing sales techniques (yes, this exists!) will do little to empower the timid sales consultant.
The Alternative to Closing Sales Techniques
Focus more on the client than yourself. The sale isn’t about you – it’s about your client. Every sale must be win-win, with them being the bigger winner. You have to establish that they will receive more value than your price.
The only way you can determine value is by ensuring there is a good fit between their problems and your solution. You can discover these by spending most of your time asking well-prepared questions. Ensure that you are delving deeply into the payoff your client will receive, painting a vivid picture of outcome A (buying) versus B (taking no action).
Create a Closing Strategy
With everything said, having no closing sales techniques would be foolish. Rather than focusing on manipulating clients however, plan ahead with “trial” questions. Remember that your ultimate intent is to help clients make an informed decision. Examples include:
- “How do you feel about this so far?”
- “On a scale of 1-10, how close are you to making a decision?”
- “Can you see how this would benefit your company?”
Once you have determined that the client is ready, create your own simple closing phrase. One example might be “If you have no other questions, simply sign here and I’ll take care of the rest.” Make sure you ask/state this a strong and confident voice!
Take Action Today!
Manipulative closing sales techniques are out, client interests are in. To close sales more confidently, focus more on the client than yourself, ensure there is a good fit, and create a closing strategy. Apply these principles, and your closing rate will soar!
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