4. Each point of agreement be- tween you and the prospect takes you closer to a favorable buying decision. When you’re on the brink of a sale, remember that you’ve not only closed success- fully on each point leading to the buying decision, but that each of those closes has helped simplify the final close for you as well as helped simplify your prospect’s last decision – the decision to buy. Take the pressure off yourself by remembering that the sale has actually been made or lost long before it’s time to sign the order. If you’ve handled the rest of the sale effectively, this last step is only a necessary formality.
5. A successful close naturally fol- lows a well-planned presentation. The final close simply represents the last logical step in a long se- quence of carefully planned and executed events. Look forward to it as the exciting conclusion and long-awaited payoff of your weeks and months of effort. Let the close happen in its logical selling order, and, by closing the sale, allow yourself to enjoy the return on your investment of time and effort.
These observations should help improve your closing attitude; but,
SELLING TIP
Speak Your Customer’s Language When I know my customers have been using my competitor’s products and are used to their item numbers and product names, I know that this “language barrier” sometimes prevents me from getting the sale. Since my cus- tomers don’t have the time or motivation to learn another manufacturer’s nomenclature and item numbers, I make it easy for them. In the margins of my price list, I add a column and use it to place our competitor’s item numbers next to my company’s equivalent products.
This tactic helps my customers understand just what they’re getting for their money and how my products com-
pare (favorably) to what they already have. My customers have told me that this is the best thing I’ve done to earn more of their business.
— BILL CULLEN SELLING POWER FEBRUARY 2016 | 13 © 2016 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
to help ensure success, make sure you’ve handled the other phases of the selling process effectively. Re- member to search for and qualify prospects carefully, and always probe extensively to uncover a prospect’s needs and buying motives. Your attention to these elements of the selling cycle will help ensure that your selling agenda and presentation are customized to suit your prospect. Remember to consider your pros- pects’ buying anxiety, and help allay any buying apprehension they feel by reassuring them of the potential benefits to their businesses. Use the close to make sure you’ve addressed all objections and concerns. Then, ask
for the order. Don’t let prospects’ un- certainty cost you their business – it’s up to you to help them feel comfort- able about their decisions. Closing doesn’t have to be an anxiety-filled obstacle to a sale. Instead, make it an eagerly antici- pated opportunity to help you meet a company or personal goal, get a referral, help your customer, and in- crease sales. With the right attitude and attention to detail, you can help reduce closing anxiety while increas- ing closing success.
CHECK OUT 2015 SELLING POWER 500
NETWORKING FOR SALES PROFESSIONALS
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