A Closing Strategy for Success
Closing is arguably the most important step in the sales process. It is your Grail, your target, the meaning of your quest. It is the undertaking that you strive for.
After all, what is a sale without the close? Simply put: it's non-existent.
I once watched an orientation video featuring the great story Glengarry Glen Ross, in which they outlined their foolproof tactic for directing a sale as follows: ABC
Or, in more detail, Always Be Closing.
This is a terrible closing strategy.
If you are always closing, you are not listening. Closing is an end-stage proposition, not a state of mind you can expect to carry you throughout. It is a place you want to arrive at, not a country whose flag you secretly harbour at all times. Trying to end a sale at every juncture is rude and transparent, and your customers will not only quickly realize your plan of attack, but they will be offended by your lack of interest in their needs.
Remember that not only do you want to close a sale, but . Glengarry Glen Ross may not have the best closing strategy, but it does include some logic. They even got honourable mention in the movie Jerry Maguire. Their theory is based around always driving toward the end, and that could not be more accurate.
You must think of a sale (and especially the close) as a bicycle. The rear wheel is YOU, the salesperson. It is the all-powerful "creator of velocity", from which all sales and income radiate. It discharges money, prestige and traffic. Simply put, the bike doesn't roll without this driving force.
This brings us to the front wheel, which is your customer. They will roll if you push them correctly. They are there to be directed; their very function is to be propelled by the back wheel. The front wheel believes itself to be in control, because it decides which direction to take (what to buy). But the back wheel can and does guide it, this is YOUR job.
You should think of the sales tools and tips included in these articles as your pedals. If the bike flows seamlessly, and each part does its duty correctly, there is very little evidence of where the accelerating force originates, and centrifugal force is assumed. This is also true with a sale; allowing the customer to believe that he is in control, while silently directing his motion. That is the higher plane you are striving for.
Let's be clear you're not striving for a trick, gimmick, or swindle. You are directing the customer to help them find the right product, with the required features at the correct price point.
The ability to gently direct the customer is crucial because often times the customer comes to you with preconceived notions about what they think they want. It is your job to show them all of their options and help them make a purchase that satisfies their wants, needs and requirements, resulting in the right sale for the right customer.
Once you can do that effectively, you will find the things you want shockingly close at hand.
Suddenly you're creating customer satisfaction... This promotes customer retention... Which results in building leads through customer generated referrals... This will increase your sales and results in ultimate success.