I was at a business development conference on the weekend and I exchanged contact information with another business owner. During our chat, she shared how she recently thought she was going to close a big deal and when it came to decision time she lost the sale. She knew it was the right fit and the customer was interested and interactive at the demonstration. She thought she may be weak in her closing skills and asked if I could help her be more effective. I told her that today’s customers are too knowledgeable for old fashioned closing tricks. Here are the 5 tips I shared with her.
- Ensure team members are in agreement. In many cases, there is more than one person from your team present at a closing meeting. Before the presentation, you want to review your team members and ensure they are in solid agreement regarding the solutions and strategy. You do not want anyone to impede the effectiveness of your presentation. When customers ask technical or financial questions that are better answered by other members of the team, you want them to have your back. You don’t want them to create tension, anxiety, or frustration. If the audience perceives that your team members are not all in agreement, you can lose the sale. Conduct a full “dress rehearsal” to test your agreement and responses to possible questions.
- Co-create a vision story of a day in the life of your customer. The clearer the vision of the solution, the more effective the close. Carefully crafted word choices create mental images and elicit the feelings, sounds, and some cases the smell or taste that make the promises of the benefits come alive. I encourage them to have the customer co-create the story for the greatest impact. Then they fully envision the success created by the change and it gives value to the effort you have to put forth to make a change. Include value statements and open ended questions. For example, “Our software package will reduce customer billing inquiries by 17%.” How will that impact your customer satisfaction rating, especially on billing dates? Allowing the customer to co-create the vision is a very moving strategy and it consistently moves the prospect to action.
- Use the customer’s own words. When you have completed your presentation, its’ an important transition step to summarize the unique business value of your solution and link it to the customer’s needs. You will have the greatest impact if you use the customer’s own words and phrases along with your words in your descriptions. Also, you’re more persuasive when you speak to a customer like you would to a good friend. Use your own style but remain respectful and professional. When you incorporate their language along with your style, it demonstrates that you understand them and will be a partner for success.
- Maintain your positive energy and stay confident – When customers ask questions or present an objection, don’t lose your composure. Maintain a positive mindset. Your energy transfers, so ensure the environment is positive.
When a customer expresses an objection or asks a question, they’re communicating how they’re feeling at that moment. Yes, I have experienced those customers who are testing the sales rep or “parroting” a concern planted by the competition. None of these dialogues, however, mean you will lose the sale. Customers want to allay their fears and concerns before they make a commitment. Remember, their job may be on the line with a wrong decision. If it’s their own business, they may be worried about the impact on their personal life. Patience, confidence, and clear responses expressed in a positive tone are the best course of action.
- Ask for the order. That seems so simple, yet customers in a survey I conducted for a client reported that many sales reps closed asking, “So, what do you think?” One customer said he was familiar with sales training techniques, so he waited over 15 minutes after that type of statement to see if the rep would ask for the order. Finally he told the rep his strategy and then said he knew the solution offered was a good deal and he would authorize the contract. However, the takeaway for the rep was to ask for the order or he may lose it. So, ensure that you use positive language, present a clear call to action and ask for the business. You earned it!
About the Authors: Phyllis Mikolaitis and John Switzer are sales coaches and developers each with over 30 years’ global experience. They are dedicated to taking you beyond the typical “how to” courses to the heart of persuasion techniques incorporating insights and stories to win the sale. Visit more on our site www.salestrainingsolutions.com.other to learn more about creating developing winning sales skills and storytelling to win sales..