Closing is the process of helping people make decisions that will benefit them. You
help people make those decisions by asking them to buy. The close of the sale is the
next logical sequence after your presentation. At this time, you finalize details of the sale (earlier, your prospect was convinced to buy). Constantly look and listen for
buying signals from your prospect to know when to close. It is time to close the sale
any time the prospect is ready, whether at the beginning or end of your presentation.
As you prepare to close the sale, be sure you have presented a complete story on
your proposition and that your prospect completely understands your presentation.
Tailor your close to each prospect’s personality and see the situation from the
prospect's viewpoint. Remember that you may make your presentation and close too
early, which causes a prospect to say no instead of "I don't understand your proposition
and I don't want to be taken advantage of." This is why you should never take
the first no. It is another reason to use a trial close immediately before the close.
But, no matter when or how you close, do so in a positive, confident, and enthusiastic
manner to better serve your prospect. Learn and follow the 12 steps to a successful
closing.
Plan and rehearse closing techniques for each prospect. Develop natural closing
techniques or consider using closes such as the alternative, compliment, summary,
continuous-yes, minor-points, assumptive, T-account, or the standing-room-only
close. Consider the situation and switch from your planned close if your prospect’s
situation is different than anticipated.
A good closer has a strong desire to close each sale. Rarely should you accept the
first no as the final answer. If you are professional, you should be able to close a minimum
of three to five times.
Do not become upset or unnerved if a problem occurs when you are ready to
close. Keep cool, determine any objections, overcome them, and try to close again--you can't make a sale until you ask for the order!
