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We have looked at why salespeople don’t close successfully (8 points covered in part 1)

Now let’s look at the four essentials of closing:

1. Listen for buying signals.

Be awake, be aware, be proactive and be a salesperson. You should be so hungry for the sale that if a buying signal crops up, you immediately capitalize and get a commitment on it. A buying signal shows that the customer is interested in your product or service and is ready to buy. Some examples of a buying signals are queries about delivery dates and times, payment options, company back-up, colours, quantities, sizes, discounts etc. Learn how to identify signs of interest and even learn how to elicit buying signals if the customer does not bring them up himself.

1. Close early and often.

When is the right time to close? As soon as the customer indicates they are ready. Don't be shy to close early. A professional salesperson has the ability to close in such a way that the first closing question is never seen to be “do or die”, and that the door is left open for further closing. By closing at the earliest opportunity and at every chance thereafter, the salesperson increases the possibility of making the sale. The customer realizes that you are there to do business and not just to do a presentation or leave your price list, rate card, business card, brochure or quote.

1. Increase your repertoire of closing techniques.

If you are only able to close in one or two different ways, your closing attempts will become repetitive and you will be "blown" after exhausting your limited repertoire.

Always close enthusiastically and positively.

Show the customer that you are capable and excited about overcoming his objections and satisfying his doubts in you, your company, your product or service.

1. Always have a final close which presents the customer with a possible fear of loss.

Often, when it comes to the close, the customer has doubts, even though they know that your product or service is right for them. By presenting this "final" close you give the customer a reason for buying now. It could be a price increase, delivery date, stock shortage, availability of colour, size or style. Using any one of these "final closes" means that if the customer delays their decision, they could lose out by not getting what they want - when they need it. You need to have a list of "final closes" to help the customer make the decision to buy now.

Besides making sure that you practice these four essentials in closing, you also need to be sure that you have done everything else, up to the point of closing, in such a way that you have created a good base on which to close. Groundwork, building up like and trust, a good presentation and a product or service commitment are essentials in making closing easier. Remember that closing is the natural conclusion to everything that has been presented up to that point.

If you have done everything properly and professionally from the start of the sales process then the customer will expect you to ask for the business! Closing is something you do all the time.

The more "yes's" you get along the way, the easier the final close becomes.

Expect to get the sale

Believe that the customer wants to do business with you. A sale only happens when you make it happen! It’s your responsibility to sell, sell yourself, your company, your product, your service, your price and the “good feelings” that the customer wants during the sales process. When you make a sale, everyone benefits, you benefit, your company benefits, your family benefits and the customer benefits.

If you don't sell, everyone loses

A customer is reliant or a good persuasive salesperson to help them make the decision to buy.  Imagine if a salesperson never encouraged a customer to buy, nothing would happen.

(NOTHING EVER HAPPENS UNTIL A SALESPERSON SELLS SOMETHING!)

Customers appreciate and respect a salesperson that is confident in themselves, their company and their product or service.

The onus is on you to initiate the sale

Remember, the onus is on you to initiate the closing process, don't be shy to be a salesperson, the customer expects it, appreciates it, and needs it.

Should you wish to find out more about Ray Patterson, visit
www.raypatterson.co.za