According to Brian Tracy in his book “Advanced Selling Strategies” 1995, there are 10 requirements prior to a closing that should be met. Before you ask a customer to make a buying decision, there are a few questions you must ask yourself. Any attempts to close without these requirements being first met may cost you the sale.
1. The customer must want what you are selling
2. The customer must trust and believe in you and your company
3. The customer must need the product or service you offer
4. The customer must be able to use the product or service. You can’t expect someone who is computer illiterate to run be anything but baffled and frustrated with most of the better software available.
5. The customer must be able to afford it.
6. The customer must completely understand the full nature and scope of the offer. They must be clear about what they get for what amount, why, and how to use it.
7. You must be eager to make the sale. You must be positive and confident about the benefits your customer will enjoy. Be determined to help the prospect get the product or service and help them start to enjoy it.
8. You must have sound closing skills. By reading this article, you either are trying to get sound closing skills or realize you need to make them better. Closing skills don’t come overnight, but as you progress, realize that skills are needed, and don’t be afraid to use them. Rehearse what you’re going to say and have an idea where you’re leading the customer before you get there.
9. You must be prepared to hear the word “NO” and still continue selling. What will you do or say if the customer says no, or wants to delay. Plan ahead.
10. Finally, be prepared to remain silent after asking a closing question. He who speaks first loses. Think about it, you ask a decision question like, “Would you like to make a deposit of 25% or 40%?” SHUT UP! Let them answer. If they answer either way, it’s sold. If you can’t stand the silence, and talk or say anything, you’ve lost it. Now you have to start your closing sequence all over again. Another thing, recognize that it’s time to stop selling now that the customer has made a decision. So many salespeople miss this, and keep talking and selling. If you miss this for too long, you may as well go home. Not only did you miss the decision, you’ve frustrated the customer. It’s hard to make a decision. Once you’ve helped them make one, at least be kind enough to recognize it, and congratulate them. Talk about how great it’s going to be now that they own your product or service.
Don’t forget to welcome them into your family.