Closing the Deal

There are hundreds of time-tested methods for closing a sale. But unless you ask for the order, even the most polished preliminaries aren't likely to bring home the bacon.

by Jason Zigmont HowToSell.net [February 25, 2000]

In my last column, Selling Value, I discussed how to sell value, using an example of a deal I lost. This week I follow up by examining a few of the hundreds of possible closes, and some of the deals I have won with them.

Many people think closing is the key to sales, but you have to remember that if you can't suspect, prospect, or give a presentation, you'll never have a chance to close the deal.

Fundamentals
As I mentioned briefly last time, you should 'Always Be Closing' (ABC).

The fact is, most sales people could dramatically increase their close ratios if they would simply learn to ask for the order. Over and over, I've seen salespeople do a great presentation, have the clients 'sold,' and just never ask for the order. Needless to say, in this scenario they don't often get the sale.

It's fundamental, then, to remember that, as a salesperson, you get paid only for the sales you actually close. Close, although it's spelled the same, doesn't count; only the ones who actually sign on the bottom line earn you commission checks. This is precisely why you need to always be closing. The only caveat I'd throw in is the one we covered last time: You should always establish value before closing.

Yes, but how . . . ?
The simplest way to close is by asking the customer open ended questions, such as:

• Does this fit your needs?
• Do you see the value in our product?
• Can you see how this will save you money (time, etc.)?
• What is stopping you from signing at this moment?

Keep in mind that when asking the last question, you need to be talking to the decision maker. If you are not sure if the person is the decision-maker, ask them.

Personal repertoire
There are hundreds of well documented closing techniques—not unlike chess openings. The one I use most often is known as the Assistant Buyer sale/close. (For more examples of closes, see Zig Ziglar's Secrets of Closing the Sale.)

In the Assistant Buyer sale/close, you try to put yourself on the other side of the table and help the client to buy your product rather then 'selling' them.

The Assistant Buyer close is quite effective, but it depends on two essential ingredients. You need to establish trust with your client and you have to believe in your product. You then honestly show them the difference between your product and your competitors' products and find the best fit for your client. If this is done right, your prospects are usually happy to sign, as they don't feel like they were 'sold' something.

What not to do
Salespeople in general have gotten a bad rep because of those salespeople who do 'hard closes' and 'used car' sales. If you have to do a hard close on a prospect, chances are in the long run it will come back to bite you as it isn't a win-win situation.

One of Zig Ziglar's sayings often comes to mind when I'm closing: "Sales is nothing more then a transference of feeling. If you can make the customer feel the way you do about your product, then your customer will buy your product."

That is the 'secret' to closing. It's not that hard to close customers if you believe in your product and the sale is a win-win situation.

Just remember to ASK FOR THE ORDER!

—End

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