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The Art Of Closing The Sales

Kirjoitettu 08.03.18
Esseen kirjoittaja: Ville Mäkeläinen
Kirjapisteet: 3
Kirja: The Art Of Closing The Sale
Kirjan kirjoittaja: Brian Tracy
Kategoriat: 6.2. Myynnin ja markkinointiviestinnän taidot ja työkalut

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The art of closing the sale

The reason that some of the salespeople are more successful than other, is that they are learning all the time. They read books, listen to audio tapes, steals some lines from a colleague, tries something, modifies it, tries again… They know how to prospect, and how to ask an order. They feel more self-esteem, because they don’t hesitate of asking the order when it’s the right time. But remember, as in many other professions, selling skills are also learnable. It only needs practise as everything else.

In selling, personality is more important than sales skills. In some cases, a person with a good sales personality can even success and stand out on expensive market with low demand, when someone in low expense market with high volume product cannot make a sale. We prefer to buy from a people who cares about us.

Top sales people takes responsibility, they treat the company they work for as they owned the company

Many people don’t invest on their own skills and learning, they just go with the same lines and speeches day by day and they don’t understand that every new skill you learn is an investment for future

Difference between winners and losers: Winners always takes responsibility for their actions, losers always have a decease called excuse, because they always will try to come up with excuses why they failed and whose fault it was. Winners are solution orientated, they don’t consider failure as a possibility.

Winners success is tribute to hark work, they are not necessary more intelligent than other people, they are just willing to work a lot harder than the others

Losers say that they work hard, when they don’t. The difference is that loser always comes to a work a little late, spends his working time on chit chat with co-workers, drinking coffee, reading the paper and surfing the internet. Lunch brakes are delayed, and he leaves the work always little earlier. Successful salespeople prepare in the morning, arrives little bit early to get everything ready, works also during the lunch and leaves the office little late. They are willing to do what it takes to make the sale.

9 common objections

 

Unspoken objection. Customers has concerns, but doesn’t tell you what it is. Solution is to let the prospect talk more. Ask questions, lean forward, have an open conversation.

Excuses. We are happy with our existing provider, not interested etc.. Best sales people ignores, smiles and responses ‘’that’s OK, many people in your position has said the same, but however now they are one of our best customers and they recommend us to others. This shifts the focus out from product.

Malicious objections. Unhappy with their current situation. They will nag you, probably because having a shitty day or a shitty life. They imply that you charge too much, or that not good quality. On this point, you must understand that it is not your fault. You are just in cross section between customers anger towards some other factors. At this point, you stay very confident and continue with open ended questions.

Request for information. Best objection to hear. To this objection, you will have your guns loaded ready to make a satisfying presentation. Compliment the person for asking the question, say that ‘’that is a good question, thank you for bringing it up. Answer the question promptly and at the end, say that does this answer to your question?

Show off objections, sometimes customers are already familiar with your product and service, and will bring up harsh questions. When this happens, take the slow road. Show the customer how impressed you are of his knowledge to the product. Dominate the listening, let the customer dominate the talking.

Subjective / personal objections. They say, you look like really doing well in this business or like seems like you are making a lot of money. When this happens, you are probably talking too much of yourself. Customer is trying to bring you down little bit by criticising you or your behaviour. When this happens, start asking questions. Concentrate on discussing with or about the client instead of yourself.  Make the customer the centre of the attention. People always loves to talk about themselves

 

General sales restriction. Most common. In these cases, the prospect is afraid of you selling a product for him, he thinks that you are just one of the many salespeople. In these cases, you can say ‘’mr. prospect, don’t be afraid, relax. I’m not trying to sell you anything today. All I want to do is ask some questions and to see whether there is a way that my company could help you to achieve your goals or find a solution for your problem in a cost-effective way. OK?

 

Last objections: you have made your presentation, and the prospect understand the value that you are offering and how it will benefit him or his company. He is on the verge to make a buying decision, but still hesitates? He might ask that is this really the best deal I can get? Will I get my money’s worth? How to overcome this objection? Listen with respect. Assure him that your product is the best with the best price and that everyone else that is using the product now is very satisfied with their decision. You also should show him a testimonial letter, it is a handy tool to use. After that, you can often jump straight in to the closing question. ‘’by the way, when would you like the field work to be done’’? How many tickets you would like to take? Would you like the delivery this week or would the next week be better?  Whatever the answer he gives to these questions, you have probably made the sale. Then get the signature. Sometimes at the end when customer understands your product, he might still say for example that I don’t know whether I should get it know or during next week. At this point, very effective tool to use is to say like this ‘’Mr. Prospect, it seems that there is still some question on your mind that is causing you to hesitate about going ahead right now. Do you mind me asking what is it, is it the price? At this point, the customer must say that yes, it is the price or it’s not the price. Whatever he says, say that well Mr prospect, that is an important consideration. And besides that, are there any other reasons that causes you to hesitate the decision making right now? You will continue this until you get the real reason and when you answer correctly, you will probably get the sale. When the client says no, that was the last reason, you have probably made the sale.

Many times, people think that the price is the main question for making the main question. It is not true, unless the product is similar of its specs to similar product. Consumers don’t want the lowest price. They do not want to buy the cheapest there is, because they know, that the lower price often indicates lower quality. What the customer wants, is the best price. If a customer gibes you feedback of a high price, then you have failed to demonstrate the value

 

Other closing techniques that you should get familiar with:

 

Puppy dog close (give the puppy(product) for a week)

Ben Franklin close(write down on a paper benefits, and let the prospect write down reasons not to buy)

Fill the order confirmation close (start filling order confirmation in front of client, if he asks what are you doing, just say that bad memory, I will just take notes. Don’t worry, if you don’t make order, I will throw it to trash. If he doesn’t ask anything, then just ask details and fill order confirmation simultaneously.

Relevant story close / by the way close (Tell relevant story about a customer who was on the same situation but is now so satisfied)

Find a way to buy close (If client wants to buy, but can’t afford it, find a way for him to pay the product.)

Make a personal promise:

I was during this week on a phone with a client. We talked about our event for like 5 minutes, and I knew that he would like to participate, but was unsure of the dates, that will he have some other places to go. Many salesmen would have said on this point that ‘’okay, I will call you closer to the event’’. I knew the client wants to come, but I will have to help him to put the dates to his calendar. I said ‘’The ticket costs now 249€, but because you are an old customer, I can sell you the ticket for 199€. Put the dates in to your calendar, I will mark you as a participant to an event, but if you really know that you will not be able to join the event, then just contact me and I will personally make sure that you will get your money refunded with no additional costs. Is this OK?’’

Client immediately said ‘’that sounds good, thank you for a good service’’

 

Another example from my personal sales background:

 

During last week, I was on the phone with foreign customer that I’ve been having conversations for few months. My history with him is 5-10 phone calls, 1 online meeting, and I also made almost 20 000€ offer for him. I called him to ask about the offer, that is it OK. He was kind of hesitating and didn’t quite tell me what is the problem, so I used one of the Brian Tracys tools. I knew the prospect was warm, and understands the value and the benefits of our services. So, I asked, ‘’I know you really understand the benefits of our service and what kind of value it would provide for you, but it still seems that you have some question or reason in mind why not to go ahead with this?’’. The client said that because the decision making goes through the municipality, so he cannot make the decision alone and it has been hard for him to convince his colleagues since they were not in the meeting with me and I’m a foreign, so they are asking that why choose Finnish provider instead of local.

After that I told him our reference cases from his country, also went through a testimonial letter from his country. I also sent all the material I had, and couple of testimonial letters and references for him to go through them with his colleagues. Didn’t get the sales yet, but I will. At least I got the project moving forward, and got the real reason behind the hesitation.

 

That’s all for now.

 

 

 

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