This is a question that is put to me with some regularity: “why can’t I close more business? What am I doing wrong?”
Despite the type of business or size of the company, the issue of “difficulty with closing” is put to me by frustrated sales reps, sales managers (usually stated as “why can’t THEY close more business”) and business owners alike.
It’s simple, right? JUST ask for the order. But no, it’s not as simple as that; in fact, it’s not simple at all. Closing is actually one step in a complex sequence that done correctly will help you to win business.
But remember winning new business is the end result! Before you can get to the end there is an intricate sales dance that must be executed flawlessly. What you do first, and then throughout the interaction or series of interactions, will set you up for the “right” to ask for this business.
Follow these steps and you’ll find yourself in a better position to win increased new business.
• Make certain that you have clearly and succinctly explained your service or product’s core value proposition. What “improvements” will you make in your prospect’s business or personal life?
• Utilize exquisite probing to uncover your prospect’s wants and needs as well as to uncover potential hesitancies that will stand in the way of a successful “close”.
• Have a response for all objections and stalls. These are critical moments in the sales dialogue. If you are unprepared you might just lose the prospect’s interest and attention.
• Don’t proceed too quickly. Engage your prospect and allow time for a dialogue. The faster you move through the interaction, the less time to allow the prospect to visualize just how your offering can benefit them.
• Make certain that when you are ready to “ask” for the business it won’t come as a total shock and surprise. Remember that closing is the last step in the sales interaction. It shouldn’t come out of left field.
• Utilize trial closes to get a read on what your prospect is thinking and if they are in sync with what you are offering.
• Timing is everything. Think about your process and adjust as you move through the sales cycle.
At the end of the day prospects need and want you to attempt to close the business. If you don’t, they are left hanging and are uncertain about what to do and, when uncertain, their only recourse is to respond negatively.
So now take a close look at your prospect database. How many of them remain to be closed? What percentage do you think will turn into business and within what time frame?
Pick up the phone and start to deploy some of these tactics and see if you can improve your closing ratio. Start now!:)
