Tool Box
Issue No. 21 - February/March 2005
How to Close Sales
by Craig Stubing
Sam was a wise and experienced salesperson who was often asked the question "What is the best way to close a sale?" Sam's answer to this question was always "The best way to close a sale is to 'open' it properly first".
This answer always lead to a request for more information to which Sam would respond:
"The main reason that salespeople have trouble closing is that they don't lead up to it properly. Closing is simply the natural conclusion to a sales discussion - provided the discussion was opened properly and handled properly to its conclusion.“
The best salespeople, when in a sales discussion, put themselves in a position where they can make a relevant and acceptable recommendation to their customer. This may take a little extra time; however, it's the secret to successful closing.
Here's a four-step process that you may like to use to help you get your opening right and make closing easier. The first two steps, where the sale is opened, are called Relax and Discover / Discuss; the final two steps are called Recommend and Close. Let's look at each step.
Step 1 - Relax
The purpose of this step is to create the opportunity for relaxed and clear communication. Use small talk (mention referrer, mutual friend or mutual interest if you can) to help establish rapport.
It may also be helpful to (i) establish the credibility of yourself and your company and (ii) explain your agenda for the discussion and the amount of time the discussion is likely to take.
From time to time you may feel a bit pressured yourself so make sure that you relax also.
Step 2 - Discover / Discuss
This step is critical. You must use it to 'tune in' to the customer's needs and wants so that you can later make a relevant and acceptable recommendation based on how the features of your product will provide 'satisfying' benefits.
Take the opportunity to discover more about your cus...
