In all cases, the closing line must be phrased in terms of the custom- ers’ needs and delivered in terms the customers understand. “My closing line needs to be direct. I must ask if they want to place the order – and ask in a way that coincides with their way of speaking and doing business. For example, if that firm operates with purchase orders, I might ask if they want me to follow up with their accounting office. If they use corpo- rate charge cards, I might say, ‘Do you want me to put that on your corporate charge today?’”
Another key to a winning close is silence – giving the customer time to think things over. After the sales manager concludes the closing and asks for the business, he simply says nothing. “I keep quiet. Even if it is three minutes or more, I’ve learned to be comfortable,” he says. “This is the time that gives the customer the opportunity to respond.” The sales manager agrees. “While I leave it up to each of the 14 people on my staff to determine their own style of closing, I do advise them to be explicit about asking for the sale and then to end the sales presenta- tion with a moment of silence.” He notes that the quiet interlude not only allows the customer to think about what has been said, but also leaves the next move up to the cus- tomer. “You don’t want to oversell, but, of course, we don’t want them to leave the meeting without an in- dication of the success of their bid,” he points out.
He admits that he has “enormous
return clientele.” What’s his secret? “Don’t promise more than you and your company can deliver. I often walk a customer through the service department before the close. I often say outright – and certainly want to convey to each buyer – that their buying experience is just the begin- ning of their relationship with me and my company.”
CLOSING BOOK SELLING POWER AUGUST 2016 | 7 © 2016 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
Don’t Leave Your Customer Behind!
Many salespeople get comfortable with the presentation and clos- ing stages of selling. That’s the fun part – going out and meeting new people, triumphantly walking away with an order or commitment, and watching your sales figures rise week after week. But be careful you don’t neglect the important task of nurturing the relationship with your client after the sale. It can mean future business to you. These three steps can help you keep in contact with your satisfied customer. 1. Study your accounts and determine where the current business is, where the past business was, and who the most viable prospects are. Ask yourself: Which accounts have yielded the most business? Which accounts have repeat business potential? When was the last time the client was contacted?
2. Determine who your key accounts are by looking at sales figures and customer satisfaction, and place them in order of priority.
3. Develop a strategy. Consider how you will reestablish the relation- ship – particularly after a long dry spell. Anticipate new objections. Determine how you will recreate the need for your product or service.
Keep up with your clients. Find out their business trends, reorganizations, motivations to buy, and personal information. You will enjoy a higher level of sales and income, and you will become a more professional salesperson. — LINDA A. JERRIS
LEAD SALES CALLS WITH INSIGHTS.
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