Editors Introduction.
Ben gave this very interesting and informative speech which contained a number of points that were of direct interest to me and which I thought others might also benefit from. Ben has kindly provided the transcript and agreed to this being published…
Closing in for the Kill Mon 18 April 2011
You’re at a meeting with an important prospective client, it’s a dead cert and signing on the dotted line is almost a formality. It’s going to be great when you clinch this big deal.
However, there are times when the client is still unsure or they may be nervous about signing an order. This is understandable, given that they may not have used your product or service before. In this situation, the use of certain closing techniques may help them decide in your favor.
You do not have to be pushy to be successful in sales. Hard selling and pressure tactics can be counter-productive, damaging trust. A ‘consultative’ approach is more likely to bear fruit, where both client and sales person benefit from the deal.
You still need to gain the client’s commitment, and the best way to do this is just to ask for the business in an assertive but polite manner.
Spotting buying signals
Recognising the right moment to ask for the business is a true test of the skill and judgment of the sales person. The best time will vary depending on the type of person you are dealing with and how the sales appointment has progressed. Many buying signals are obvious, eg the client repeatedly nodding in agreement or a positive tone to their questions. However, some buying signals may be less easy to spot and are often hidden among objections.
Dealing with objections is one of the most essential things a sales person can learn.
Treat Objections As Questions
You should learn to treat objections as if the customer was saying, “I am not sold with the information you have thus far presented. Could you please give me more information, so that I might make a positive decision?” Once you learn that this is what the customer actually means, you are 80% there.
Far too many beginning salespeople use an objection to begin a confrontation– starting sentences with “stop words” like “BUT.” How many times has it been said that, “the salesman won the argument but lost the sale.”
Maybe this is what Jesus had in mind when he said, “Agree with thine adversary, whilest thou art in the way with him..” (Matthew 5:25) This doesn’t mean that you have to agree that he’s right and you’re wrong, it just means that you can agree with him that you understand his point of view.
When an objection occurs, always use the fundamentals of FEEL, FELT, FOUND. It gives you an extra cushion of time and allows the prospect to identify himself with others.” Example: “I see how you FEEL! Others FELT the same way too until they FOUND…” (use appropriate example)
Customer: “I don’t know if I’ll buy this Apple Mac because I’ve heard Windows is better.”
Sales Person: “I see how you feel, others have felt the same way too, until they read the recent reviews in PC Magazine.”
Methods for closing the sale
You may need to try different ways of getting the client to agree to buy your product or service. If you sense that asking directly for the business won’t work, you could try:
- Giving them an alternative – eg “Do you want the green or the red one?”
- Assuming they will sign – eg “What day is best for us to deliver the goods?”
- The ‘conditional’ close – eg “If I could satisfy you on this point, could we proceed with this order?”
In all cases, make sure you allow the buyer time to say “yes”. If there is a pause after you have tried a closing question, let the potential client speak first. The client often needs a few moments to confirm to themselves that they are happy to go ahead.
Take your time
Whatever happens in the negotiation, remain assertive but polite at all times. Outline the benefits and why it is worth the cost.
So in summary then,
- Treat objections as questions,
- Agree with thine adversary and
- Let the client speak first.
