Closing Is The Key To Selling

A now retired but well-respected sales trainer once said the three most important things to ensure a successful sale are: close,close, close.

There are numerous closing techniques with great names such as the Half Nelson, the Full Nelson, Puppy Dog Close and the Last Ditch Close. While it helps to have a catalogue of techniques to use in different situations knowing three basic methods will get you started. 1) The direct close: 'Fine, let's complete the paperwork', or 'Let's do the cheque now'. 2) The alternative close: 'Do you prefer to pay by cheque or cash?', 'Do you want red or green?', 'Do you want twelve or thirteen?' 3) The major/minor close: 'Will you be requiring ten extra handbooks to go with your course, or 12?', 'Do you want metallic paint on the car?' , 'Would you like a set of shoe trees to go with your shoes?'.

There is a golden rule to closing: once you have asked any form of closing question to conclude your business, SHUT UP. Many sellers can't bear what they perceive as the pressure of the silence and start talking again, even though the only person suffering the pressure is the seller.

However, some prospects just can't or won't make a decision with one of the fundamental closes. Some will procrastinate. Others hope the decision will be made by somebody else. Others actually fear making buying decisions.

If this happens, it is likely you are talking to the wrong person and have been wasting your time with a slick presentation. A simple question when setting the appointment is 'Would there be anybody else, who might be involved in making the decision to purchase?' . This gently ensures that the prospect is your MAN - the one with the Money, Authority and Need.

It all comes down to attitude and determination to ask for the business. Persist and find out how best to show the prospect that your product is perfect for them. If they see you as a consultant you have a much better chance than if they perceive you as a peddler.

Don't make the mistake of leaving a brochure at the end of the presentation in place of closing the prospect. Usually the only person that benefits from this on a regular basis is your printer! Leaving brochures only leads to procrastination on both sides. Distributing sales literature is all activity but no achievement.

It is vital to be realistic about some prospects. There are time wasters, and there are some wallies! Don't waste your time selling to them but always leave with a polite parting and leave the door open for future contact