It never ceases to amaze me how many people still ask me, “What’s the best way to close a sale?”
It happened twice in two days last month, both from delegates on courses at Botty Towers – it’s what prompted this article.
So, lets be clear: other than cold calling (which you never need to do in the 21st Century) ‘closing’ the sale is one of the biggest misconceptions in business and in sales.
Sales nowadays is not about techniques.
It’s not about manipulation.
It’s not something that you wait until the end of your presentation to do.
It’s not something that requires perfect timing.
You don’t have to be afraid of being rejected.
To sell anything effectively in 2015 what you have to do is have an intelligent and engaging conversation with someone who is looking to buy you and your product or service.
It should be a conversation that involves value for them, a win for them, a visualized outcome, and an understanding from you that the sale is always made emotionally and then justified logically.
Now that’s a far cry from “closing.”
FACT: If the sale doesn’t start right, it will never end right.
That’s why thinking about “closing the sale” is the wrong thought process. You have to start by recognising that your prospective customer is making his or her decision AS the sales call progresses. In truth he/she has started way before. That’s why your marketing matters, your whole positioning in your market, your website, your vans, your shop-front…
If you’re really wanting to get the sale, there are questions you must answer for yourself in order to dramatically increase your chances.
Think about your last ten sales meetings/calls, and ask yourself…
- How prepared were you in terms of the customer? (What did you really know about them their circumstances, their priorities?)
- How friendly were you?
- How enthusiastic were you?
- How emotionally engaging were you?
- How intellectually engaging were you?
- How self-confident were you?
- How relatable were you?
- How compelling was your presentation?
- How different to all the other players in your market were you perceived to be?
- How valuable (to them) were you perceived to be?
- How believable were you?
- How trustworthy were you perceived to be?
Hopefully, this is making sense.
You see, closing the sale isn’t an action. It’s a culmination of all the elements that go into helping your prospect make a decision.
Getting a sale (or not) is a delicate balance between your words and your deeds – and their thoughts and their perceptions.
And a sale is ALWAYS made – either you sell them on yes, or they sell you on no.
SECRET: You give me a prepared, friendly, enthusiastic, emotionally engaging, intellectually-engaging, unique, valuable, compelling, believable, self-confident, relatable, trustworthy salesperson… And I’LL GIVE YOU A SALE! No close needed.
It is NOT the responsibility of the salesperson to CLOSE the sale.
It’s the responsibility of the salesperson to ENGAGE the prospect.
It is NOT the responsibility of the salesperson to CLOSE the sale.
It’s the responsibility of the salesperson to PROVIDE VALUE to the prospect.
It is NOT the responsibility of the salesperson to CLOSE the sale.
It’s the responsibility of the salesperson to PROVE DIFFERENTIATION to the prospect – to show clearly why their product/ service is different to all the rest.
It is NOT the responsibility of the salesperson to CLOSE the sale.
It’s the responsibility of the salesperson to EARN the sale.
I reckon there have been more words written about closing the sale than any other aspect of the selling process or the sales cycle. And most of it, to be frank, is complete bollocks.
The days of sales depending on your ability to push the prospect into a corner and make them feel pressured to make a decision are long gone. Selling isn’t like a game of squash where you try and beat your opponent (the prospect) so that you can claim victory. It’s much more helpful to think of it as a ballroom dance – where the two of you engage in a friendly, emotionally-engaging,
intellectually-engaging, valuable, believable, relatable exchange that makes you both feel good.
Do this properly and you eliminate all of the silly objections and stalls. “Price too high”, “need to think it over,” “we’ll meet next week and decide then” “call me next Tuesday” “send me a proposal,” etc. etc. etc.
You can’t get those responses when you’ve built a trusting relationship – and as you know, all success in business now, is about relationships.
I guess the key here is to be comfortable with yourself. If you’re in a selling situation and you aren’t feeling the love, or getting the mutual communication then the best thing to do is back off, and be truthful. Tell ‘em how you’re feeling. Truth will win you more sales than manipulation, I promise.
And as for ‘closing the sale’ – all you’ve got to do is build that relationship and at the right point ask if they’re going ahead…
