Written by Adam Wiggins @ajwiggins85
Closing
is a make-or-break moment in sales. Choosing the right phrases to seal a sales deal is
crucial. And this moment is likely the final verdict determining whether or not
your efforts will amount to anything at all.
You're
not the only salesperson who feels apprehensive about the close. However,
without that feeling of risk, successfully closing a sale wouldn't be so
thrilling -- which drives salespeople to continually strive for more.
Because
sales professionals are expected to generate the best possible win rates for
their effort, a large number of closing sales techniques have been developed
over the years.
Here
are a few proven closing techniques, and why they're so effective.
How to Close a Sale
1. Now
or Never Closes
2. Summary
Closes
3. Sharp
Angle Closes
4. Question
Closes
5. Assumptive
Closes
6. Takeaway
Closes
7. Soft
Closes
To
close a sale with a prospect, there are many techniques you can employ. Here
are a few of them:
Traditional Sales Closing Techniques
Traditional
sales closing techniques usually employ some psychological tricks designed to
give that final nudge. Here are two of the most common.
1. Now or Never Closes
This
is where salespeople make an offer that includes a special benefit that prompts
immediate purchase. For example:
·
“This is the last one at this price.”
·
"We’ve got a 20% discount just for
customers who sign up today.”
·
“If you commit to buy now, I can fast track
you to the front of the implementation queue.”
This
technique works because it creates a sense of urgency and can help overcome
inertia when a prospect wants to buy -- but for some reason isn't pulling the
trigger. Of course, you should always establish value before offering a
discount or promotion.
2. Summary Closes
Salespeople
who use this closing technique reiterate the items the customer is hopefully
purchasing (stressing the value and benefits) in an effort to get the prospect
to sign. For example:
“So
we have the Centrifab washing machine with brushless motor, the 10-year
comprehensive guarantee, and our free delivery and installation service. When
would be a good time to deliver?”
By
summarizing previously agreed-upon points into one impressive package, you're
helping prospects visualize what they're truly getting out of the deal.
3. Sharp Angle Closes
Prospects
often ask for price reductions or ad-ons because they know they have the upper
hand -- and they also know you expect it. If you have approval from your sales
manager to do so, try the sharp angle close technique to catch these prospects
by surprise.
When
they ask, "Could you add on a few extra hours of onboarding at a
discounted rate?" reply, "Sure. But if I do that for you, will
you sign the contract today?" It's likely they won't be expecting this
response -- first, because you agreed to their request, and second, because
you've proposed closing today.
Modern Sales Closing Techniques
These
canned closing techniques probably seem a little old-fashioned. Perhaps they
strike you as a little too "salesy," particularly in light of the
rise of inbound sales.
In
particular, the idea of closing itself needs to encompass any and all
incremental agreements you secure throughout a sales process -- not just the
moment of final purchase.
In
a sales engagement, reps should endeavor to:
·
Discover the customer’s needs
·
Effectively communicate how specific products or services offer an
affordable and satisfactory solution to those needs
If
these two requirements are properly achieved, then there should be no barrier
to closure. The closing question can be asked directly at that point.
4. Question Closes
To
achieve these two foundational goals, it's imperative that reps ask prospects
probing questions. Effective salespeople focus on closing a sale as soon as a
conversation with a prospect begins. Through a series of questions, they
develop desire in the client and eliminate every objection to purchase.
One
can even close the sale in the form of a question, which allows the rep to
address outstanding objections while gaining a commitment at the same time.
For
example: “In your opinion, does what I am offering solve your problem?”
The
question allows you to discover whether the prospect is sold on your product
while keeping the door open for further selling. If the answer is ‘no’ it
remains their opinion (not yet the truth), thereby allowing you to continue to
sell. If the answer is ‘yes,’ then signing on the dotted line is the next step.
Here's
another question close: “Is there any reason why we can't proceed with
the shipment?"
This
question asks either for closure or more information as to why the customer
isn’t quite convinced. It’s win-win.
5. Assumptive Closes
This
closing technique draws on the power of positive thinking. If you believe, from
the first piece of email outreach, you will close this deal, it can have an
incredible effect on the rest of the sales process.
What's
important here is to closely monitor your prospect's interest, engagement, and
objections throughout. After a call or meeting, ask, "Did this
presentation align with your expectations?" If you've just provided
them with new information about your product or service, ask, "Does
this sound like something that would be valuable to your company? Does this
meet a specific need or pain point?"
By
keeping your ear to the ground -- and assuming good intent from the start --
you'll bring an authority and direction to your sales process that wouldn't be
there otherwise.
6. Take Away Closes
If
you have kids, you've likely noticed if you take a toy away from them --
they'll want it more than ever. Use this similar psychological practice on your
prospects.
If
they're balking on price, remove a feature or service and present the
discounted offer to them. It's likely, they'll be thinking about the part you
removed rather than the discounted price.
7. Soft Closes
The
soft close is a way to show your prospect the benefit of your product and then
ask a low-impact question to ascertain whether they'd be open to learning more.
For
example, "If I could reduce widget maintenance by 25% and increase
widget productivity by 15%, would you be interested in learning more?"
You've
clearly stated the benefits without making any demands or sudden requests.
If
the example above still seems too direct, you could ask, "If I told you
I could reduce widget maintenance by 25% and increase widget productivity by
15%, would that align with your company goals?"
This
removes their need to commit to you in the slightest, and gives you more time
to learn about their business needs.
Being
skilled at closing is arguably one of the most important techniques a
salesperson can master. Find a mentor or fellow salesperson who excels at it
and learn from them.
Want
more? Get tips on closing difficult prospects here.
And learn how to avoid sales closing mistakes here.
If you're still hungry for more techniques, check out these habits of highly effective closers.
And, when all else fails, see these ways to bring stalled deals back from the
dead.
Originally
published Oct 29, 2019 2:31:00 PM, updated November 26 2019
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