The Art of Closing

CAN YOU SUCCEED IN SELLING WITHOUT BEING A GOOD CLOSER? 2

CAN YOU SUCCEED IN SELLING

WITHOUT BEING A GOOD CLOSER?

The short answer is NO, you can’t. There are so many salespeople out there who can’t close, who don’t close, who forget to close, who are terrified of closing, who are paranoid about being turned down and won’t put themselves in the turndown-risk situation, who are so negative and they expect a “NO” before they even start selling - ‘You don’t want any more widgets this month, I suppose, do you?’ If you are being paid to sell and do not close, you are working for the competition. Some people have difficulty in wanting or needing to close deals. The process gets longer and discussions never seem to end and the deal still doesn't get done. A few things have to be considered in order to be able to close:

Ethics

Professional salespeople don’t put their foot in the door or grab the customer’s tie and tighten the knot until they get a “yes”. The professional salesperson utilizes a philosophy which guides every aspect of his or her behavior and which naturally extends into their work. The entire approach is based on "non-manipulative" techniques which create win/win situations for both buyer and seller every time. The cornerstone of this approach is the salesperson's desire to develop a long-term customer relationship rather than a one-shot sale. However, strictly in the interest of furthering good customer relations, all salespeople are allowed to use three little white lies. “You’re right”, “It’s my fault”, “It’s been a pleasure to meet you”

The one in five survey

A comprehensive survey conducted by the Institute of Purchasing Management which covered all kinds of people who buy things-purchasing officers, production managers, office managers, directors and the whole range of specifiers – established beyond any doubt that only one in five customers will ever volunteer for an order. The other four out of five expect the salesperson to ask for an order so they never let a potential order go unasked for.

If the salesperson doesn’t ask, he or she goes away empty-handed. In order to win a situation the salesperson has to have product knowledge and knowledge of markets, customers’ business, competitors and selling techniques.

Nine times out of ten the client’s “NO” is not a real “NO”

Many customers are not very forthcoming about voicing their doubts, but they need to be encouraged and using the selling techniques you should be able to avoid the “no” answer attracting in any possible way your potential client. A professional salesperson knows how to deal with his customer’s doubts.

The cornerstone of this approach is the salesperson's desire to develop a long-term customer relationship rather than a one-shot sale.

The sales approach depends on several guiding principles:

The sales process should be built around relationships that require openness and honesty on the part of both client and salesperson.

People buy services or products most often because they feel understood by the seller - not because they were made to understand the product by an insistent salesperson.

People strive for the right to make their own decisions, even if they are poor decisions. If YOU solve a problem for someone, they resent the solution. If you INFLICT the solution on them they resent you even if they accept the solution.

If two people want to do business with each other, the details won't stop it from happening. If two people DON'T want to do business together, the details won't make it happen.

It's not what you do that makes you a professional. It's HOW you do it.