Closing the Sale: Assume the Close, But Never the Reason

Many organizations have increased their focus on selling during this past year's more challenging economic climate, and we are frequently asked to help business owners, service providers and sales people learn how to close the sale more effectively.

But while there are certainly many techniques and approaches involved in completing a sale, closing is not a stand-alone activity. Even worse, a seller who attempts to "close the sale" more aggressively without properly executing the entire selling process can do more harm than good.

The most successful sales professionals are able to make things happen not because they are silver-tongued or aggressive when it comes to asking for the business, but rather because they are diligent and proficient when it comes to implementing all the steps that comprise the selling process. In fact, it is often the effective movement from step-to-step that enables a sales person to develop the relationship, knowledge and confidence required to effectively complete the sale.

Clark Green, who manages a business development team at Infor, one of the world's largest business software companies, explains this perspective very nicely. "To be successful a Rep has to earn the right to go from one step to the next within the selling process," he says. "And along the way he or she must build a foundation on which to ask for the order."

Assume the Close...
The most successful sellers are able to consistently execute the entire selling process in a seemingly natural style. As a result, it is common for them to honestly expect customers and prospects to buy. This attitude is often referred to as "assuming the close," which simply means that we approach each selling opportunity with a tone, demeanor and attitude that implies, "I'm sure when all the facts and options are considered, you'll feel most comfortable doing business with me."

It's important to realize, however, that this expectation is not a result of over-confidence. Instead, it is the result of diligence in executing the earlier steps of the selling process - and of "earning the right" to progress from one step to the next before asking for the order.

If our qualifying, probing and listening techniques are well-executed, it is likely we'll be able to offer customers and prospects the right solutions to their needs - needs that are both expressed and identified. If we fail to execute these steps, then closing the sale becomes a guessing-game.

...but Never the Reason
Each potential buyer is different, and it is our responsibility as sellers to engage in a thorough need assessment before attempting to close the sale. The biggest mistake a seller can make is to assume he or she knows the "reasons" a customer wants or needs to buy - instead, the prudent sales professional conducts a thorough need assessment to confirm these facts.

During this assessment our goal is to identify a prospective customer's needs, priorities and best interests, and to offer solutions that satisfy all three. Ideally, we should never offer a solution until we are sure it is, in fact, the right solution - until we fully understand the reasons why a person or organization should buy our product or service.

Once we're sure of that, it becomes much easier to assume the close - and to close the sale as well.