Tips for how to close a sale
Closing the deal can be difficult, but focus on the benefit to your customer and you can succeed.
Closing can be the most challenging part of the sales process. Each customer comes with his or her own variables, as does each product and industry. Increase your chances of closing by controlling the variables on your end, and making sure you put yourself in the best possible position to close.
1. Present with the intention to close
Present your proposal to the customer and then ask for the order. This will increase your chances of completing the sale. Make sure in your proposal to present details such as cost, and present the product so the customer can see the value. Failing to follow these basic steps reduces your chances of closing.
When developing your sales pitch, keep the information coherent and concise. Speak clearly and confidently so your offer suggests optimism, pride, and credibility. Don't lecture or overload the client with information. Instead, encourage a conversation by asking for your client's feedback, in addition to sharing your own views.
2. Stress the problem and solution
When you are in the closing section of a sale, and the customer stalls or raises an objection, acknowledge his or her point, but return the focus to the problem your product solves. Regardless of what you offer, people often buy for one reason — to solve a problem. If the customer says the price is too high, acknowledge their comment and then return to the problem that your product or service solves. When you focus on the problem, not your price, you can substantiate the value of the product or service and close.
3. Treat the close as a benefit to your customer
The close is valuable to the customer, not just to your company; you must always operate with this belief. The closing is where the customer makes a decision, gets the product, and receives the benefits. The close is the first time you are actually able to help the customer. This distinction can separate a good salesperson from a master closer. If you don't close, you have not created value.
4. Always offer your buyer choices
Never go into a close with one offer. Give your buyers choices so they know they have enough information to make an intelligent decision. Without choices, buyers may be desperate to get information from other sources, such as your competition or the internet. Offering choices reduces pressure, creates the perception that you are a consultant, and allows for comparisons.
5. Treat the close as a possibility
Never believe your buyer is unable to close — even when he or she cites budget, timing, taxes, or planning concerns. I understand there are situations beyond everyone's control, but that doesn't mean you can't complete the deal.
Closing sales effectively is a process. Let your customer talk it out, and make yourself available to help with the final decision, which is hopefully a close.