Step 3 - Get the Order: The Move On

Talking also can stop the sale after the prospect has said yes. An exception would be if you ask the customer for names of other prospects. Once this is done, it is best to take the order and move on.

In continuing to talk, you may give information that changes the buyer’s mind. So, ask for the order and remain silent until the buyer responds. If you succeed, finalise the sale and leave.

Closing Techniques

Click here to view a video on closing techniques.

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 does come at the end. However, you must close all along. Close is the natural consequence of the sales presentation. If the rest of the sales call has been a success, closing simply means working out terms and signing the order.

What about the salesperson who says “I always have trouble closing. Everything is fine until it’s time to close the sale.” Chances are, there is no basis for the sale, “Everything’s fine…” may merely be a way of saying, “I stated my case and the prospect listened. At least she never told me to pack up and go.”

• 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 ambitious goals for yourself and develop a personal commitment to reach your goals.
• Develop and keep a positive, confident and enthusiastic attitude toward yourself, your product, your prospects and your close.

Before we discuss specific techniques on how to ask for the order or close the sale, remember that you will increase your sales closing by following 10 simple keys to success.

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, 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 the future.

Often, salespeople believe that there is some mystical art to closing a sale. If they say the right words in the proper manner, the prospect will buy. They concentrate on developing tricky closing techniques and are often pushy with prospect in hopes of pressuring them into purchasing. Certainly, salespeople need to learn alternative closing techniques. However, what is most needed is a thorough understanding of the ensure process and of the critical role that closing plays in that process.

A memorised presentation and a hurriedly presented product will not be as successful as the skilful use of the 10 keys to a successful close. A lot of arduous work, planning and skilful execution of your plan occurs before you ask for the order. The point is that if salespeople understand how each of the 10 applies to them and their customers and if they perform each successfully, they earn the right to close.

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 must do is finalise the details and write up the order.

Different Closing Techniques

To successfully close more sales, you must determine your procrastination’s situation, understand the prospect’s attitude toward your presentation and be prepared to select instantly a closing technique from several techniques based on your prospect.

For example, suppose you profiled the prospect as having a big ego, so you planned to use the compliment closing technique. You find the prospect is eager to buy, so you switch to using your standing-room-only closing technique. By changing to a closing technique that first the situation, you can speed the sale and keep your customer satisfied.

Successful salespeople adapt a planned presentation to any prospect or situation that may arise. Some salespeople have up to 10 closing techniques, each designed for a specific situation.

Whatever product you sell, whether an industrial or consumer product, the closing techniques are used to ask a prospect for the order.

Alternative Choice

The alternative-choice close was popularised in the 1930s as the story spread of the Walgreen Drug Company’s purchase of 800 dozen eggs at a special price. A sales trainer named Elmer Wheeler suggested to the Walgreen clerks that when a customer asked for a malted milk at a Walgreen fountain, the clerk should say, “Do you want one egg or two?” Customers had not even thought of eggs in their malted milk. Now, they were faced with the choice of how many eggs – not whether they wanted an egg. Within one week, all 800 dozen of the eggs were sold at a profit.

Two examples of the alternative close are:

• Which do you prefer – one or two neckties to go with your suit?
• Would you prefer the Xerox 6200 or 6400 copier?

As you see, the alternative choice does not give prospects a choice of buying or not buying but asks which one or how many items they want to buy. It says, “You are going to buy, so let’s settle the details on what you will purchase.” Buying nothing at all is not an option.

Take, for example, the salesperson who says; “Would you prefer the Xerox 6200 or 6400?” This question:

• Assumes the customer has a desire to buy one of the copiers.
• Assumes the customer will buy.
• Allows the customer a preference.

If the customer prefers the Xerox 6400, you know the prospect is ready to buy, so begin the close. A customer who says, “I’m not sure,” is still in the desire stage, so you continue to discuss each product’s benefits. However, you see that the customer likes both machines. Should the prospect appear indecisive, you can ask; “Is there something you are unsure of?” This question probes to find out why your prospect is not ready to choose.

If used correctly, the alternative-choice close is an effective closing technique. It provides a choice between items, never between something and nothing. By presenting a choice, you either receives a yes decision of uncover objections, which if successfully met, allow you to come closer to making the sale.

Assumptive Close

With the assumptive close the salesperson assumes the prospect will buy. Statements such as, “I’ll call your order in tonight” or “I’ll have this shipped to you tomorrow.” can be made. If the prospect does not say anything, assume the suggested order has been accepted.

Many times, the salesperson who has called on a customer for a long time can fill out the order form, hand it to the customer and say, “This is what I am going to send you”, or “This is what I believe you need this month.” Many salespeople have earned customer trust to such an extent that the salesperson orders for them. Here, the assumptive close is especially effective.

Compliment Close

Everyone likes to receive compliments. The compliment close is especially effective when you talk with a prospect who is a self-styled expert, who has a big ego or who is in a bad mood. Would-be experts and egotistical prospects value their own opinions. By complimenting them, they listen and respond favourably to your presentation. The prospect with low self-esteem or one who finds it difficult to decide also responds favourably to a compliment.

Al buyers appreciate your recognition of their better points. Conscientious merchants take pride in how they do business: customers entering the retail clothing store take pride in their appearance; people considering life insurance take pride in looking after their families. Therefore, compliment prospects relative to something that will benefit them as you attempt to close the sale.

Remember, always give honest compliments. No matter how trusting you may think people are, anyone can detect instantly in a compliment. When a compliment is not in order, summarise the benefits of your product for a specific customer.

Summary of Benefits

Close during the sales presentation, remember the key features, advantages and benefits of interest for the prospect and use them successfully during the close. Summarise these benefits in a positive manner so that the prospect agrees with what you say; then ask for the order.

Here is an example of using the summary-of-benefits close on a prospect. Assume that the prospect indicates during your sales presentation that she likes your profit margin, delivery schedule and credit terms.

You can easily adapt the FAB statements and SELL Sequence for your summary close. The vacuum cleaner salesperson might say, “As we have discussed, this vacuum cleaner’s high-speed motor [feature] works twice as fact [advantage] with less effort [advantage], saving 15 to 30 minutes in cleaning time [benefit] and the arches and pains of pushing a heavy machine [benefit of benefit]. Right? [Trial close. If positive response, say: "Would you want the Deluxe or the Ambassador model?”

The sporting goods salesperson might say, “As we have said, this ball will give you an extra 10 to 20 yards on your drive [advantage], helping to reduce your score [benefit] because of its new solid core [feature]. That’s great – isn’t it? [Trial close. If positive response, salesperson:] Will a dozen be enough?”

The aid-conditioning salesperson could say, “This air conditioner has a high efficiency rating [feature] that will save you 10% on your energy costs [benefit] because it uses less electricity [advantage]. What do you think of that? [trial close. If positive response, say: “Would you want it delivered this week or do you prefer next week?”

The summary close is possibly the most popular method to ask for the order. For Emmett Reagan, sales trainer, there are three basic steps for the summary close:

• determine the key product benefits that interest the prospect during the presentation,
• summarise these benefits, and
• make a proposal.

The summary-of-benefits technique is useful when you need a simple, straightforward close rather than a close aimed at a specific prospect’s personality.

Continuous-Yes Close

The continuous-yes close is like the summary close. However, instead of summarising product benefits, the salesperson develops a series of benefit questions that the prospect must answer.

Take into consideration to recognise benefits that the prospect liked:

• the product’s quality,
• fast delivery,
• profit margin, and
• favourable credit terms.

After the presentation, three questions were used to give the prospect the opportunity to agree that she was impressed with each of the four product benefits. By stacking these positive questions, the salesperson kept the prospect continually saying, “Yes, I like that benefit.”

The prospect has placed her in a positive frame of mind. Her positive stance toward the product makes it likely that she will continue to say ‘yes’ when asked to buy.

Realise, of course, that some prospects may want to be cute and relish the thought of seeing the look of surprise on your face when, after they agree to all your product benefit statements (yes … yes … yes), they respond to your request with an unexpected no. In addition, suspicious prospects may view your continuous-yes close as trickery or as an insult to their intelligence rather than aiding a purchase decision.

In either case, calmly handling the situation reflects a sales professionalism that both surprises the trickster and impresses the suspicious person.

Minor-Points Close

It is sometimes easier for a prospect to concede several minor points about a product than to make a sweeping decision on whether to buy. Bid decisions are often difficult for some buyers. By having the prospect make decisions on a product’s minor points, you can subtly lead into the decision to buy.

The minor-points close – is like the alternative-choice close. Both methods involve giving the buyer a choice between two options. The alternative-choice close asks the prospect to make a choice between two products, which is a high-risk decision to some people that they may prefer not to make.

Standing-Room-Only

What happens if someone tells you that you cannot have something that you would like to have? You instantly want it! When you face an indecisive prospect or if you want to have the prospect buy a larger quantity, indicate that if they do not act, they may not be able to buy in the future. Motivate the prospect to act at once by using the standing-room-only close.

• I am not sure if I have your size. Would you want them if I have them in stock?
• My customers have been buying all we can produce. I’m not sure if I have any left to sell you.
• Well, I know you are thinking of ordering X amount, but we really need to order (a larger amount) because we now have it in stock and I don’t think we will be able to keep up with demand and fill your summer order.
• The cost of this equipment will increase 10% next week. Can I ship it today or do you want to pay the higher price?

For the right product, person and situation, this is an excellent close. Both retail and industrial salespeople can use this technique to get the prospects so excited that they cannot wait to buy. However, it should be used honestly. Prospects realise that factors such as labour strikes; weather, transportation, inflation, and inventory shortages could make it difficult to buy in the future. Do them a favour by encouraging them to buy now using the standing-room-only close.

Probability Close

When the prospect gives the famous, I want to think it over objection or some variation, try saying, “Ms. Prospect, that would be fine, I understand your desire to think it over, but let me ask you this – when I call you back next week, what is the probability, in percentage terms out of a total of 100, that you and I will be doing business?” Then pause and do not say another word until the prospect speaks.

The prospect’s response will be from three categories:

More than 50% but less than 85% for buying. If your prospects respond in this range, ask what the remaining percent is against buying then pause and be silent. When you become skilled in this technique, you will see prospects blink as they focus on their real objections. Many times, we hear that prospects want to think it over. It is not because they want to delay the decision; it is because the do not fully understand what bothers then. The probability close permits your prospects to focus on their real objections. Once you have a real objection, convert that objection with a persuasive sales argument.

Above 85% but not 100% for buying. It they are in this range, recognise that there is a minor probability against you. You might want to say, “As it is almost certain that we will do business together, why wait until next week? Let’s go ahead now and if you decide in the next couple of days that you want to change your mind, I’ll gladly tear up your order. Let’s get a running start on this project together.” When prospects indicate a high percentage of probability, you can use their statements as a lever to push them over the top.

Less than 50% for buying. This is a signal that there is little, if any, chance that you will ever close this sale. The only proper tactic is returning to square one and starting the reselling process. It is amazing how many professional salespeople in a closing situation expect the prospect to say 80-20 as a probability in their favour and instead they hear “80-20 against".

The probability close permits prospects to focus on their objections. It allows the true hidden objections to surface. The more prospects fight you and the less candid they are about the probability of closing, the less likely they will buy anything.

Negotiation Close

Every sale is a negotiation. Most sales negotiations focus on two major themes; value and price. Customers often demand more value and lower prices. In their quest for more value at a lower cost, prospects often resort to unfair tactics and put heavy pressure on the salesperson. The purpose of a good sales negotiation close is not to haggle over who gets the larger slice of pie, but to find ways for everyone to have a fair deal. Both the buyer and seller should win. Here are two examples of a salesperson using a negotiation close:

• If we could find a way in which we would drop the need for a backup machine and guarantee availability, would you be happy with this arrangement?
• Why don’t we compromise? You know I can’t give you a discount, but I could defer billing until the end of the month. That’s the best I can do. How does that sound?
• When you hit a tennis ball over the net, the kind of spin put on the ball determines the type of return shot received. In negotiation, the attitude that you project determines the attitude you receive. Be positive! Be helpful! Be concerned! Show your interest in helping the prospect.

Technology Close

Picture this! You have just completed the discussion of your product, marketing plan and business proposition. You summarise your product’s main benefits to your customer. Now you bring out your laptop computer, placing it on the buyer’s desk so she can see the screen, or you prepare to project the computer screen onto the wall. Using graphs and bar charts, you show the buyer past purchases and sales trends. Then you call up your recommended purchase suggestion. If proper, you can show payment schedules considering different quantity discounts. This technology close is very impressive to buyers.

The exact use of technology in closing a sale depends on the type of product and customer you are selling. Without doubt, incorporating technology into your presentation will help you close more prospects and customers.

Prepare Multiple Closes

Closes by keeping several different closes ready in any situation, you are in a better position to close more sales. Also, the use of a multiple-close sequence, combined with methods to overcome objections, enhances your chance of making a sale.

For example, you could begin with a summary close. Assuming the buyer says no, you could rephrase the objections and then use an alternative close. If again the buyer says no and would not give a reason, you could use the five-question sequence method for overcoming objections, repeating it two or three times.

Jane Martin, who works for an electrical wholesaler, uses both methods to overcome objections and closing techniques. First, she uses the summary-of-benefits close and then waits for a response. Martin does not rush.

She realises it is a big decision and is prepared to handle resistance and ask for the order several times. The buyer is sending out green signals, so Martin does not stop, she continues to respond to the buyer.

The buyer finally gives the real reason for not buying when he says, “No. My supervisor will not let me buy anything.” By professionally handling John’s objections and politely continuing to close, Jane is able to talk with the real decision-maker – John’s boss. Since different closing techniques work best for certain situations, salespeople often identify the common objections they encounter and develop specific closing approaches designed to overcome these objections.

Assume, for example, that a buyer has a predetermined belief that a competitor’s product is needed. The salesperson could use the T-account approach to show how a product’s benefits are greater than a competitor’s product. In developing your sales presentation, review your customer profile and develop your main closing technique and several alternatives. By being prepared for each sales call, you experience increased confidence and enthusiasm, which results in a more positive selling attitude. You can help the customer and reach your goals.

Click here to view a video on 11 insanely quick tips to close more sales.