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Guest post by: Wayne Berry Become an Author

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CLOSING - IT WILL MAKE OR BREAK YOU!

Over the last 29 years I've trained tens of thousands of sales people across more 14 countries and I am convinced that more than 80% of sales people "blow it" and lose the sale at this vital point in the sales process.

Why? Well there are many reasons and I'd like to share some pointers here with you now that will make you a better closer.

Closing the sale is a vital skill. It's not a time for 'ham-fisted' clumsy closing tactics from a by-gone-era. It's time to use skill and precision and it's possible to double your current conversion with a few refinements"

Closing is not a time for tricky tactics

Closing a sale involves more than telling your prospect to sign on the dotted line. In fact, a bad closing attempt can ruin an otherwise excellent business presentation and dash any hope of making the sale.

Closing really starts at the opening

A successful sale is the result of small commitments gained from the prospect right throughout the whole sales process. It's not some magical question asked at the end of the sales call.

It comes as a result of building rapport, trust and credibility with your prospect all the way through your communication process. It will also only occur when you've taken the time to ask questions that help you understood your client's needs both logical and emotional and then made the right recommendations.

I see many sales people who do not understand this and try to close way before they have gained enough information, trust and credibility with their prospect. As a consequence they blow the opportunity that might have existed to do business, make a sale and perhaps even a nice commission.

Coercive, manipulative questions can also blow the sale

A prospect subjected to coercive questions isn't likely to maintain a long-term relationship with you. No one likes high-pressure sales tactics.

Relationships are built on trust, which is something that can't be established when you're asking glib questions and getting forced responses. Yet I see sales people who have memorised the "101 Clever Ways To Close The Sale" fall flat on their face at this crucial time, because they are trying to use old fashioned coercive closing tactics that have no place in today's selling.

Timing is important when it comes to closing

Recognizing when to close is perhaps more important than knowing how to close.

Knowing when to close is largely a matter of knowing when your prospect is ready to buy, which he or she will subtly indicate by doing such things as leaning forward and listening intently, writing notes while you speak, agreeing with all your points, requesting another person join the conversation.

These are called Buying Signals

And these are just a few of them. There are many more and you need to know how to recognize them.

Once you see a Buying Signal should you close?

Well yes you should "shift gears", but asking a "Closing Question" right now could be the worst thing you could do at this time. Sounds a bit strange I know, but this is where I can probably help you to..

Double your chances of closing the sale

I said earlier that often it's just a slight adjustment to what the average sales person does that can turn them into a "Top Gun" in sales and double their conversion ratio. This is one of those subtle adjustments which is understood by very few sales people.

Have a great week. Make it a great week!

Wayne Berry CSP*

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