Closing the Sale
Getting a client to say, "Yes" can be one of the most difficult
things to do, or it can be as easy as merely asking for the order. If
you have taken the necessary steps and completed the groundwork, then
you may find fertile fields for sales growth await you.
I had a college professor named E. Victor Williams who had spent many
years working for a major farm implement manufacturer as a sales manager.
I really thought very highly of him because not only did he have the
academic credentials, he also had the practical experience. He sometimes
would wear a campaign button that read, "Nothing happens until
someone sells something!" This is so true! You can be the best
manufacturer with the highest quality products, but if you can't sell
your products, then you won't get to make very many.
Let's look at some things you can do to help close the sale and get
the client to say, "Yes."
- The first thing you must do is listen very carefully and ask open-ended
questions so you can help your clients identify their needs. You are
now prepared to show them that what you are selling will meet those
needs.
- As you are asking questions, listen for signs that they are ready
to buy. Some examples might include, "How long would it take to get
one?" "Is this the latest model?" or "What terms will you give me?"
- Never answer questions with a simple "Yes" or "No." Be prepared
to ask questions of your own. For example, the question about delivery
could be answered with, "When do you need it?" You could answer the
question about the latest model with something like, "Would you like
the latest model or would you be interested in something else if we
could save you some money?" If you choose your return questions carefully,
they can help lead to closing a sale.
- Sometimes it is helpful to set a deadline to get a person to make
a buying decision. If you are planning a price increase, encourage
your customer to place the order by a certain date to take advantage
of the reduced cost. This sends a message that you are working with
them to get a good deal—a message they will appreciate.
- Set yourself apart from other salespeople by becoming your customer's
new best friend. Constantly look for ways to serve your customers
better. Try to be a resource for the latest information, and be ready
to help them do a better job. Rather than being known as only a salesperson,
share your knowledge and become known as a resource. This will create
added value to your customers.
- Be accessible. If they can't find you when they need you, they will
look for someone else.
- Be enthusiastic, and let it show! You can do this with your voice,
facial expression or the way you move. A kind, genuine smile is an
invaluable asset for a salesperson. People want to do business with
those who are upbeat and positive. If you enjoy what you are doing,
it will show!
- When closing your sale, consider offering alternatives. People like
to have choices. You can use this to your advantage by saying, "Which
of these choices would you like—A or B?" With this close, you
are likely to make a sale of one kind or another. Even if you are
selling a single product, you can still offer choices of color, delivery
or terms, for instance.
- One final technique is the authorization close. When you have finished
your sales pitch, ask if the customer has any additional questions.
If he has none, make a check mark on the sales contract where the
client needs to sign. Pass the document over to him and say something
like, "If you will just authorize this, we can get started right
away." The word "authorize" is less threatening than the word
sign, so customers are more likely to sign when asked.
If you are prepared for it, closing a sale can be a natural part
of your conversation with customers. Work to refine it so that it
grows easily out of your discussion. Forge a relationship with your
clients. Believe in what you are selling, and implement some of
these techniques. Then watch your sales grow!
Send this article to a friend
Authored by: Rick Sparks, Business and Industry
Specialist, University of Missouri Extension
Source: Creating Quality Newsletter, Volume 11,
Number 6, June 2002
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