In years past, those years when physically in
5 Steps to Selling Success – Step 5-Closing
stead of online shopping was king, there existed a plethora of books about closing deals. When floor traffic was plentiful and EVERY piano dealer was investing in weekend events and monthly promotions, closing was what separated the run of the mill sales pros from the top performers. Books such as “The Art of Closing the Sale”, “Secrets of a Master Closer”, and “Secrets of Closing the Sale” were all the rage.
The pervasive mind set, and still that of many, is that if you don’t close the deal on the spot before they “walk” that you have lost 50% of the chance to write the business. I don’t disagree that your percentage goes down if you don’t close the deal on the spot but the landscape of things, with all of the information readily available and selling going on online, has changed consumer behavior in some significant ways.
The psychological dependence that buyers used to have on the sales person has been neutered by the new online discovery culture. Sales professionals are no longer the only place to get information which means that BEFORE you get to the close, you have to prove that you being their specialist provides wisdom and context that information alone cannot. Data, you must acknowledge before you go for the close, is important but needs a shot of experience that only you can provide before you ask for the deal. Asking for the deal is extremely easier if you have properly executed the first four steps, which are designed to position you as the trusted advisor as opposed to the guy trying to “get a deal done” …although that is your ultimate goal. The trick is to help them make a good decision without them feeling like they are being “closed.” Closing them is, if you are a caring person, doing them a favor but many consumers have grown to be skeptical and leery even when there is no need to be.
The term “closing” has some undeserved negative connotations. Feeling like you have been closed can take away the gratitude that a consumer should feel when someone has helped them make a good decision for themselves. The history of slick and pushy sales people has created a barrier that you MUST eliminate before you get to the close, or it can come back to sabotage the win-win of you helping them while you help yourself.
There is a new threshold to be mindful of in the information age that you should not cross. If the exchange becomes strained or confrontational then you have breached a comfort zone; therefore, you must reestablish it. The only time a confrontational close is appropriate is when you are dealing with a customer whose culture or composition dictates that “sales is a game” and that negotiations are an essential part of the experience for them, the prospect. These occasional prospects, who want to feel like they “earned a deal”, have the view that buying is a conquest and you do well to dust off your hard closing skills and get ready to apply them because they enjoy the experience of trading. These days some cultures still do negotiate hard but by and large folks can be dealt with transparently and civilly. The exception is typically a personality type or culture.
Assuming credibility and rapport have been established, a good discovery executed, then on target recommendations provided, the close can often be the easiest part of the sales process. Don’t get me wrong, it is fun, exhilarating and nerve racking at times, but not hard when you realize that all those emotions simply mean you take the moment seriously and care about the outcome.
Here are some potential closing questions meant to be food for thought. A variation of these I’ve used in one SIC, circumstance or another:
“What day of the week would be most convenient for you to welcome your new family member home?”
“It seems as though you‘ve decided that this piano is the right one for you, is that the case?”
“I would be more than happy to begin the process of making this piano yours, may I?”
“Have you made a decision on which of these two pianos you’d prefer to make your own?”
and finally a close without a question (since you’ve asked SO many already)…
“It looks as though you’ve landed on this fine piano here, let’s get started on the little bit of paperwork so we can get it home to you.” After which you can easily segue into asking what day and time would be best for them etc.
Am I suggesting that you ignore all the historical writings about closing a deal? Absolutely not! You should gather all the information possible about your craft, BUT information without context is not wisdom, so beware of the idiosyncrasies of the current day prospect and be sure to treat them appropriately. Always value the relationship if you want to grow your reputation positively. There is not another element in your persona with more long-term value than the public’s perception of who you are and trust me – in this day and age of social media buyer experience, opinions are translated into ratings and most everyone pays attention to them, especially when determining the viability of someone to trade with.
The best closers have the ability to be smooth and non-confrontational. Your demeanor is always important so remember that human nature is more likely to sabotage a transaction here in the closing than anywhere else. It is natural to be internally excited and have the intention of speeding up the process closer to the finish line. DON’T DO IT! Act like you’ve been there and keep things as friendly as possible while maintaining your specialist positioning.
I heard an old piano pro named Norwin in Columbus, Ohio say that he has always employed, as should be, multiple closing questions. His word picture was fantastic – he called the technique his “velvet hammer.” He has the habit of asking for the sale in multiple, non-confrontational ways and continues to do so unless a “be back” is inevitable.
A note on closing, in closing: one of the most frustrating personal sales experiences is “the one that got away” and you don’t know why. The person stayed guarded and possessed an objection that you could not smoke out. That is why the tie-down questions along the way are so valuable. It is a terrible feeling to know you could have helped someone make a good decision for themselves but something… something you couldn’t quite put your finger on… allowed the hour glass to run out before you secured permission to send the new family member (piano) home with your prospect. Getting all the objections overcome BEFORE you get to the finish line can’t be overvalued. That is the wisdom behind the “5 Steps to Selling Success” method. It provides the best case scenario for a high closing ratio and a good buyer-seller relationship. So stay disciplined and ask questions in the proper order so that when you ask your closing question(s) you get the most desirable answer.
“It’s not about having the right opportunities. It’s about handling the opportunities right.” -Mark Hunter
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Jack is a thirty year marketing and sales veteran with an insatiable appetite for contributing to the sales success of others. After leaving Cox communications in the late eighties Jack has serviced clients such as: Goodyear, Allstate, Verizon Wireless, Steinway & Sons, and numerous independent businesses. His knack for creating targeted strategies has endeared him to clients who he has been privileged to service in many instances for over two decades.
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