Step 6 – Close the Deal

When Should I Pop the Question?

Closing is the process of helping people makes a decision that will benefit them. You help people make the decision by asking them to buy. As successful salespeople know, there are no magic phrases and techniques to use in closing a sale. It is the result of your presentation. If everything has been done to properly develop a sales presentation, closing the sale is the next step in a logical sequence.

Although it seems obvious, some salespeople forget that prospects know that the salesperson is there to sell them something. So, as soon as they meet, the prospect’s mind already may have progressed beyond the major portion of the salesperson’s presentation. At times, the prospect may be ready to make the buying decision early in the interview.

When should you attempt to close a sale? Simply, when the prospect is ready! More specifically, when the prospect is in the conviction stage of the mental buying process. A buyer can enter the conviction stage at any time during the sales presentation. You might ask someone to buy as early as the approach stage or as late as another day. Much of the time, however, the close comes after the presentation. An ability to read a prospect’s buying signals correctly helps a salesperson decide when and how to close a sale.

Essentials of Closing Sales

While there are many factors to consider in closing the sale, the following points are essential if you wish to improve your chances:

• Be sure your prospect understands what you say.
• Always present a complete story to ensure understanding.
• Tailor your close to each prospect. 80% of your customers will respond to a standard close. It is the other 20% of customers that you need to prepare for. Prepare to give the expert customer all facts requested to give the egotistical customer praise, to lead the indecisive customer, and to slow down for a slow thinker.

Closing Is Not One Giant Step

Too many salespeople regard the close as a separate and distinct part of the sales call. “I have discussed benefits and features, answered some objections, handled price and now it is time to close.”

Chronologically, of course, the close comes at the end. However, you must close all along. Closing is the natural act in the sales presentation. If the rest of the sales call has been a success, closing simply means working out terms and signing the order.

• Everything you do and say should consider the customer’s point of view.
• Never stop at the first no.
• Learn to recognise buying signals.
• Before you close, attempt a trial close.
• After asking for the order – be silent.
• Set high goals for yourself and develop a personal commitment to reach your goals.
• Develop and maintain a positive, confident, and enthusiastic attitude toward yourself, your product, your prospects and your close.

A successful close results from a series of actions that you have followed before asking for the order. Closing is not one giant step.

Should you not make the sale, always remember to act as a professional salesperson and be courteous and appreciative of the opportunity to present your product to the prospect. This allows the door to be open for another time. Always remember to leave the door open!

In fact, many times the close occurs automatically because it has become the easiest part of the sales prospect. Often, the prospect will close for the salesperson, saying, “That sounds great! I would like to buy that.” All the salesperson has to do is finalise the details and write up the order. Often though, the prospect is undecided on the product after the presentation, so the skilful salesperson develops multiple closing techniques.

The Seven Strategies to Successfully Close the Deal

Strategy 1: The direct close - “Would that be cash or credit card?”

Strategy 2: The assumptive close - “Shall we deliver it at home…”

Strategy 3: Summarize the pros - “The advantages of buying this product are…”

Strategy 4: The premium close - “Buy two products and receive a free…”

Strategy 5: Standing room only - “This is the last one we have.”

Strategy 6: The alternative close - “Which one would it be? The B or the C product?”

Strategy 7: The compliment close - “I can see that you really know a lot about animal nutrition. I’m sure you will agree with me that this product has all the nutrition your sheep need. Do you need a large or medium bag?”