Salespeople all agree about the importance of “ABC” (Always Be Closing), but there’s considerable diversity of opinion on how to go about it.
The best salespeople understand that working towards a close is part of a longer, more complicated process. Every step along the way involves further qualifying a potential customer (or expediently disqualifying them) and guiding prospects through the sales funnel.
It’s what happens at that point that can make all the difference.
As SalesForce Search notes, there are four essential closing techniques:
Each prospective client is unique, so selecting the right technique is important. Here are other closing tips:
The choice of a closing technique depends on each prospect’s specific problem, and readiness to seek a solution.
“Apprehension about purchasing from you may have nothing to do with your business, product, or service,” notes Salesvue. In such cases, reluctance may “stem from your prospect’s inability to identify the root cause of their pain.”
That’s why conducting thorough research ahead of the sales call (or during a strategic discovery meeting) is so important. With the right questions, you can lead the prospect to better understand their core issues or pain points, and then describe how your product or service offers the best possible solution.
Closing a sale is more likely when the prospect is persuaded you are an expert on solving their specific issues. Perhaps the best way to demonstrate that expertise is by sharing information of value, ahead of the actual deal.
Consider “giving away something of value early on,” advises sales strategist Marc Wayshak. This could involve “sharing key challenges you see in the prospect’s industry” or insights “on the prospect’s particular business.” You might even “do some kind of complimentary audit of their business.” Offering something of value helps to engage the prospective client and make clear how your solutions are ideal for their business challenges.
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Salespeople often see price as a key stumbling block to closing a deal. But price objections can be a misleading element in the sales process. A potential buyer who’s convinced that your product or service is the best solution for their business will likely move forward with the sales anyway.
Any objection revolving around price “is a myth,” notes business author Grant Cardone. Generally speaking, price “is never the issue,” but rather “how badly does the buyer believe the value of your offer exceeds its price.”
Strong closers understand this critical dynamic and focus their presentations on value, as opposed to price.
One common obstacle to closing revolves around making the sales pitch to the wrong person or groups of individuals. Sales cycles can be complicated, often drawing in different prospects within an organization. In such cases, it’s vital to identify the right person (or department), with the authority to agree to a deal.
To address this concern:
As businesses begin preparing for 2021, a better grasp of various closing techniques will become more essential than ever.
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