Learning the ABCs of Successful Closing

Use the ABCs to:

Close on needs. As you probe for and your customer reveals needs, obtain agreement to confirm your understanding.

Close on priorities. Make sure that you and your customer both agree on which needs are most important.

Close on your product´s benefits that match your customer´s needs and priorities.

Since a buying signal indicates that your customer has accepted a benefit of your product and is ready for you to close, you might hear something like: "Well, your proposal sounds okay." Or, an objection, like, "I need time to think it over." Or, silence or a deep sigh.

Listen for the "I´d buy if I could" message, or the "that ´s an interesting proposal" message. The buying signal is often disguised as a question, comment or observation - especially if your customer is trying to hide his or her feelings.

To "Always be Closing, " add another precept: "Always be Ready to Close Early."

Some customers say yes immediately, and negotiate details later. When a customer is ready to buy, make sure you´re ready to close. Never let a sales call run longer than it has to.

Even with plenty of information about your product or service, some customers agonize over each detail. Yet these same customers may make a decision in your favor. Patience and perseverance bring their own rewards.

How can you be sure that your customer is actually sending a buying signal?

The answer is the "trial close," which reveals any remaining barriers between you and customer. The trial close helps you to gain agreement from your customer on an issue that must be resolved before the actual sale.

The trial close is a negotiation. The telmarketer says: "If I do something, or agree to something, will you buy my product"? You might say: "If I can guarantee delivery by the first of the month, will you place your order?´

If the customer agrees to your trial close, your job is easy. If not, you´ll need to retrench and probe to determine what obstacles are still in the way.

Try these five closing techniques:

The Summary Close. Use this close when you´ve uncovered a number of your customer´s needs and proposed a specific solution: "Your goal is to reduce overhead by 20 percent next year. You´re trying to do that by centralizing your copying services and updating your technology. Am I on target so far?"

The Assumptive Close. It´s often appropriate to assume that your customer has already made the buying decision and you already have the order. Just wrap up the details. You might say: "I´ll get that contract in today´s mail for your signature." Use this close with every customer - both as practice for you and to help the customer get over the difficult hurdle of making the buying decision.

The Alternative Close. This technique invites the customer to choose from two or more positive outcomes. You eliminate a negative choice while allowing the customer to feel in control. "Have you decided on monthly or quarterly billing?"

Which close you use, remember to use silence. Ask for the order, and then wait silently - no more selling.

If your customer agrees to your close, show that you´re pleased and appreciate your customer´s business. Then, follow your customer´s cues. Does he or she want to chat for a while or get right back to work? When the customer signals the end of the call, say goodbye and hang up - only after you hear the customer´s phone click.

If, despite your best efforts, your customer backs out, don´t´ let yourself sound discouraged or frustrated. "No" doesn´t necessarily mean "never." Sell your customer on future opportunities. And, make a date to review your customer´ situation later on.

"Your objective is to become your customer´s sole supplier of your product line."

Learning the ABCs of Successful Closing - To learn more about this author, visit John Brennan's Website.

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