10 Effective Strategies For Closing The
Too many people do all the legwork of meetings, preparation, pitches but don’t get that
all-important signature. Why? Because of fear of rejection – our greatest fear.
We all want to be wanted, to be loved, to belong. When that is threatened, we’ll do almost
anything to avoid it – we’ll agree when we don’t, we’ll do things we normally wouldn’t and we won’t ask for a
signature or a payment when the deal’s agreed ... just in case they say “No”. So, what can you do to get your deals
Know what you want
Before any sales conversation, be
clear where you want to be after the conversation with your customer:
I want to have this PR950 Lawn Growler
mower sold to him for £580 and paid for today.
I want to have Simon agreeing to start
working for us by 15th April 2010, on a salary of
Be clear about what
you want. Write it down and get as specific as possible – dates, amounts, people involved, specifications and so
Know what you’re prepared to give up ... and not prepared to give up
You may start with the lawnmower at
£580 but how badly do you want to sell it? You may offer a £20 discount, certain free accessories, free servicing
for a year or nothing at all.
If Simon says no to £40,000 – what
then? Can/will you offer him £45,000, an extra week’s holiday each year, a better company car, a better medical
plan ... what is your limit?
So now you
1. What you want to achieve, and
2. Where you going to draw the line and say no!
3 – Know who you’re dealing with
If you don’t know, ask them – people love talking about themselves. Is this
an individual, a company, a government department? What do they do? How does your product/service fit with
Is this a deal-maker or someone who will take their recommendations to their boss? Knowing this,
you won’t waste your time with trying to sell and get a deal – just provide him what he needs to take to his boss
... or find out how you can get to talk to the boss.
4 – Presentation
Sunglasses are not cool. Sunglasses make you look like you lack confidence
(at best) and suspicious/unreliable (at worst).
Don’t look people directly in the eye. Focus, instead, on their forehead – a
subtle difference but less confronting. Smile like you mean it!
5 – Have
your questions ready and don’t be afraid of silence
The best sales people are not those who talk a lot but those who listen a
lot. Before your meeting, work out some simple and direct questions:
- What are you looking for in a mower
- Are you able to sign the contract today?
- Does this fit your needs?
- Do you see the value in this product
- Can you see how this will save you money (time, etc)?
- What is stopping you from signing now?
Simple questions elicit simple answers. There is a delicate balance between
being direct and being pushy – only you will know what’s appropriate at the time. However, it’s no surprise that
you’re trying to sell a lawnmower or hire them so it will be no surprise when you ask your direct
Ask your questions and wait for your answer. If the answer is not immediate,
wait, say nothing and smile like you’ve got forever. Silence is
6 – Solutions,
not your products or services
Work together – sell a solution to the
client’s needs, not your product. To do that, you need to know their needs
7 – Ask,
Overcome their rejections with questions – “why” questions, mainly – and not
sales patter. Get to know them and their needs better.
8 – Be the
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 than 'selling' them. This needs two ingredients: You
need to establish trust with your client and you have to believe in your
9 – Close the
Actually do it! Ask for the order, produce an order form, don’t rush
anything, remain confident and make eye contact. The customer signs. The sale is made. That’s
10 – Thank them
for their business
Thank them for their business and explain the rest of the process/ follow up,
so that they know what to expect going forward. showing them that this is a nurturing, long term