In sales, closing is that moment when all the conversation, fact-finding and interactions lead up to decision time. The job of the sales professional is to skillfully and conversationally move a prospect to understand that the solution is a perfect fit and to accept that the sale has been made.
In order to be predictably successful at closing, there are a few key maxims that are worth remembering.
Here are a few principles of closing:
- Make it part of a sales process – When closing is part of an end-to-end process, it just works better. A sales person who designs a process that includes steps that help create closing urgency, results will be much better.
- It is how you get there – The snappy language that you use at closing time will be more effective when you pay attention early on and all through your sales presentation. Everything that you do and say should be designed to help support identifying the need and connecting it to the solution. Closing is easy when the dominant buying motive (DBM) is obvious and the solution supports it fully.
- Make it a natural next step – A sales guy or gal with a well-defined sales process (that they share with the prospect) will benefit because closing will be the next natural (and expected) step. If the solution is a good fit for the DBM, the sale is virtually complete.
- Avoid yes-no choices – Providing more than one alternative solution makes closing far more effective. Then it isn’t yes or no, but which one.
- What you say is still important – Motivating sales language is the hallmark of the sales pro. It leads up to and through a successful close. Make it well-considered and practice it until you know it like the back of your hand.
At the end of the day, closing includes all the events and steps you take that lead you to the decision. It is all about what you do to provide a solution that neatly fits a customer’s DBM and helps smoothly transition to a buying decision.