“My salesperson doesn’t know how to close the deal. He’s got all these quotes hanging out there but nothing is closing,” the business owner shared with me in exasperation. “What can I do to get him better at closing?” he asked.
It’s hard to answer that question without more information. But from my experience, employing better or different closing techniques is definitely not the answer. Usually, salespeople have closing issues because of one of two underlying issues – poor prospecting or inadequate relationship building skills.
Let’s first examine why using closing techniques will backfire. Closing techniques are just that – they’re techniques. They’re tricks or tips used to manipulate or pressure the prospect into buying now. Regardless of how overt or subtle the technique, any closing technique exerts some degree of pressure on the prospect to buy. And when pressure is exerted, most people back away.
That’s often why salespeople can’t get the prospects to return their calls after they’ve delivered a quote. The prospect doesn’t want to feel the pressure, so they avoid contact with the salesperson and hopes he or she goes away.
In addition, many salespeople feel uncomfortable using slick closing techniques, and so they avoid the proper follow-up activities all together. In essence, exerting pressure on the prospect also puts more pressure on the salesperson to get the deal. Ironically, both parties can lose out of a good relationship because of the use of sales pressure and bogus closing techniques.
In the case of the business owner who is frustrated by his salesperson inability to close the deals, there is often another complicating issue. The business owner (or sales manager) exerts pressure on the salesperson to close the deal, the salesperson then reluctantly exerts pressure on the prospect and the prospect backs away.
So if using the right closing technique is not the answer, what is? The first thing you need to examine if you’re not closing enough deals is your prospecting. There are many different types of prospecting and some prospecting methods are much more effective than others. In other words, some will yield you much better closing ratios.
You need to focus your energy and time on those methods that will get you the best results. For most salespeople with any track record, their highest value prospecting is going to be with existing clients and referral sources. If that base has not been established, more traditional methods like networking, trade shows and cold calling need to supplement your sales efforts.
Recognize, however, that your closing ratio for new business with an existing client is going to be significantly higher than your closing ratio from cold calling. That’s because you have already established your credibility with your existing clients.
Are the prospecting methods you’re using getting you the results you need? Are you tracking your results? Do you need to change the mix of your prospecting? How are you qualifying prospects before you contact them? How are you qualifying or following-up with prospects after that initial contact? Are your conversion rates where they need to be? Do you have a prospecting system or are you just winging it? The answers to all these questions will help lead you down the right path to closing more sales.
Beyond prospecting more effectively, there is also the whole issue of building better, deeper and more honest relationships with your prospects. If you’re doing your job right as a salesperson, you’re able to build a relationship where complete honesty is expected and given. That means, you can have a real conversation about the merits of your proposal, quote or recommendation without either party feeling pressure. You also are able to position yourself as a valuable resource and advisor, not a typical salesperson pushing to close a deal.
As you build your relationships in the sales process, you are able to enhance your credibility, test for mutual fit and get to the truth with your prospect. Both parties should feel comfortable exchanging ideas and information. Ironically, when you build stronger relationships without exerting sales pressure, you actually increase your closing ratios dramatically.
Closing Techniques Are Bogus - To learn more about this author, visit Will Turner's Website.
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