A Closing Strategy for Success
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Free PDF Download How to Sell to the Price Driven Customer - By Gordon O'Neill |
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.
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Free PDF Download How to Sell to the Price Driven Customer - By Gordon O'Neill |
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About the Author: Gordon O'Neill Gordon O'Neill can best be described as an author, speaker and sales trainer. He is one of Canada's leading sales and marketing experts in the financial services, insurance, and commissioned sales fields. Through speaking engagements, Gordon has captivated thousands of sales professionals in these fields. Audiences find Gordon to be motivating, inspirational, and thought provoking. By drawing lessons from fascinating real-world examples, he educates and empowers decision makers. As a certified life coach and expert in neuro-linguistics programming, Gordon easily provides the necessary knowledge to make the best business decisions, utilizing his proven sales strategies. Gordon was born into business and started his sales career at a very young age. When he was only 18, he started a career in automotive sales at a large Chrysler dealership in Toronto, where he joined a team of more than 20 salespeople and quickly went from young upstart to top salesperson after just one month. Gordon maintained top status until moving into management. Gordon's unique career achievements include automotive sales and leasing, business management, financial services, insurance, tool and die making, construction, wholesale manufacturing, retail, and landscaping. His background has provided him with the rare opportunity to relate to many different business fields. Gordon also holds certifications in Project Management, Lean Management, and Six Sigma (Black Belt). Gordon's background and career experiences have moulded him into the sales expert that he is today, and he has helped transform the careers of many very successful salespeople. His book Sales Survival is coming out this fall. Sales Survival is a complete guide to a career in sales, including effective communication, sales techniques, customer retention, marketing strategies, and becoming the professional salesperson. Click here to visit Gordon's website.   Sales Techniques for the Telephone How to Sell to the Price Driven Customer The 3 Step Sales Process Feature Function Benefit A Closing Strategy for Success Create a Marketing Strategy to Attract Customers and Increase Sales |
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