Guide To Closing The Sale

Excerpts from Closing the Sale

 

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These statements suggest that closing is a good thing; something you do, a pitch you deliver or a skill that you have which enables you to maintain top producer status. At the same time, these phrases suggest that the act of closing involves the use of force or control in order to push the sale through. It's no wonder why the majority of salespeople feel they could never become the great closer they need to be. Their clientele would never tolerate such a caustic approach from a salesperson.

Besides, if I was to hire a "great closer" (which, by the way I've made the
mistake of doing in the past) what does that even mean? What exactly am I
getting? Based on this antiquated definition of closing, it is an action,
the final step in your sales process. If that is the case, then what about
the steps that precede the closing step? If a salesperson claims to be a
great closer, which is the last step in their sales process, then how good
can they be at performing all of the other steps in their sales process? Can
I surmise that this candidate may be in need of some serious help in the
areas of presenting, listening, asking questions, prospecting and
communicating?

Let me tee this up in a different way. Lets say you visited my website at
profitbuilders.com and decided that you wanted to work for my company,
marketing and selling my training and coaching services. So, you called me
in response to the career opportunity we had posted. Of course, one of the
first questions I may ask you would be, "So, what makes you a top producer?"
Now you could respond by telling me that being a great closer is what makes
you the right candidate for this position. In this case, the conversation
would be pretty much over. On the other hand, you could respond to this
question in a different way. "Well, Keith, for me it's being a master at
asking the right questions at the right time and then listening for the
appropriate response that will help me determine if there's a strong fit.
Only then will I guide the prospect towards making a purchasing decision.
This is what makes me a sales champion." I'll tell you straight. This type
of response would be exceedingly impressive.

There is also the more generic use of the word "closing" or "close" that
muddies the definition of "closing" even more. Similar to how we use the
word "aspirin" to generically describe a tablet that relieves pain, people
use the word "close" as a way to let someone know that they had made a sale.
For example, the sentences, "I closed two deals today" or "I should close
that sale tomorrow" or "That last customer took a while to make a decision,
but that sale finally closed" does not suggest the same negative connotation
as the other phrases I mentioned earlier but rather as a synonym to the word
"sold." The use of force or pressure is less apparent when using thee word
"close" in this context.

What Closing Is Not

I remember sitting through a training program for one of the sales positions
I had during college. My manager's required reading was Zig Ziglar's book,
Secrets of Closing the Sale. I remember reading the captivating stories that
Zig told about him and his Redhead (a.k.a. his wife). I can still picture
myself taking the time to memorize some of those closes that Zig had in his
book.

Now, Zig is an icon in sales training, there's no question. I have nothing
but respect for the man. And there are times that a canned response to an
objection or a prospect's concern can certainly come in handy. However, many
people, like my old sales manager took this to a very literal level.
"Closing" is not defined as memorizing someone else's pre-defined cookie
cutter script that you regurgitate all over the prospect at the slightest
hint of an objection. You have to speak your language and develop a response
to an objection that feels authentic and real for you so that it fits your
style of selling and communicating.

Just look at what happened to Harold. Harold sells networking and technology
solutions to small businesses. He knows technology. He's on top of his game
and an expert in his field. As Harold finished presenting the solutions to
Jane, one of his newer prospects he knew the next step was to ask her for
her business. Once Harold delivered all of the information that Jane needed
to make an informed decision, he asked her if she had any additional
questions.

Beads of sweat begin to form on Harold's forehead. Finally, Harold mustered
up enough courage to ask Jane for her business. He asked, "So, Jane, should
we discuss an installation date?"

The prospect looked at Harold and responded with, "Well, this all sounds
good but let me think about it, okay?"

Harold paused for a moment. "Absolutely Jane" is what he reacted with.
Harold thought about all of the things he could have said to this prospect.
All of the closes he read about in the books. For example, he could have
used the "Make Your Decision When The Facts Are Present" close or the "Win
or Lose" close or the "Incentive Today" close. Instead, Harold froze. The
only thing that closed was his mouth.

Finally, Harold got out of his head. He looked at the prospect and said,
"So, should I call you back next week or just wait until I hear from you?"

What's that you say? Oh, I know what you may be thinking. "What a spineless
jellyfish. That was pretty lame. I would never be that spineless when it
comes to asking for the sale." I'd at least find out why Jane wanted to
think about it." Or, maybe you would be more empathetic. "That poor guy,
Harold. I totally understand where he's coming from. I've been in that same
uncomfortable position countless times. He tried to do the right thing.
Besides, what else could he have done? He might still have a chance for a
sale, right?"

Why Traditional Closing Is Dead

Whether you've been selling for a while or are just starting out, you may
have experienced a similar situation that Harold went through. Maybe you
felt you lost a sale because you drew a blank and couldn't find the words to
move the sales process to its conclusion. Maybe it was because you felt like
you couldn't say what you wanted to say or use one of the closes you
memorized in fear of insulting a prospect. And you certainly didn't want to
come across as a slick salesperson or worse, a 'canned' salesperson. Maybe
it was because who you are wasn't being fully expressed in your selling
strategy. That is, you were not allowing your natural strengths,
personality, values and talents to surface so that you can reorient your
selling approach around them.

Or just maybe you started empathizing with your prospect, feeling, "I
wouldn't want someone doing this to me."

Regardless of the reason or the story, the one common denominator is this.
If you're focusing on the close, then you are stuck in your own head. And if
you're stuck in your own head then you are making the sales process about
you not your prospect. As a result, you can't be focusing on the prospect
and how you can best fill their needs.

If it's not a bug in your mental operating system that's causing the
breakdown, then look at the external forces at work that affect the way you
and your company sells and markets its product or service.

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