Closing
A salesperson who knows how and when to use a closing technique will reap the benefits of increased sales. The question becomes when should one use a closing technique and which one? There are too many closing techniques to count but over the next few weeks, we will review seven that will help you get the, “I’ll take it” response more often. Before we start discussing actual closing strategies, I believe it is important to review some guidelines that are applicable no matter what closing technique you choose. The first question to be answered involves the timing of a close. A number of people will tell you that there is never a wrong time to close. I however, firmly believe that you must take the time to establish both trust and value, and remember trust and value can be established without saying a word and can come at any time during the selling process. As soon as those two things have been established is the absolute right time for a closing technique to be delivered.
A sale is much harder to make when trust and value are not present, thus in the ideal situation both will be present. A sale can still be made if only one is present but it becomes much more difficult, when neither is present it is almost impossible. Closing techniques work the same way, if both trust and value are present, the more effective your closing techniques will be. However, whether you have established both trust and value or not, you must ask for every sale when the merchandise has been shown. Just remember the act of closing a sale is much easier when both trust and value are present.
The seven closing techniques that we will discuss in the upcoming weeks are different ways to ask for the sale. Understand that a closing technique, when applied properly, is done without any underhanded deception involved. The bottom line is to get your customer to walk out of the store with the product that you are selling. We will begin next week by taking a look at the reflexive close. The secret to success in closing sales is to sell based on the reason the customer wants to buy.
FINAO - Brad Huisken - President, IAS Training
