Closing the Sales Starts at the Beginning

A large percentage of salespeople mention 'closing' the sale as their biggest challenge. They often feel that everything seemed encouraging until the last moment. Then they couldn't 'close' the deal. Unfortunately, much of this has to do with the old fashioned idea that the 'close' is somehow a separate part of the sales process, something to be done after presenting all the reasons why the person should do business with the rep. There is too much emphasis on 'closing' in the traditional sense. Closing the sale starts at the beginning of the call, not at the end! What? How will they buy from me unless I can close the deal? Here's a much better way:

Build trust and display empathy right from the beginning. Trust is built from a combination of sincerity and competence. If you build trust carefully and slowly, you will be able to take your prospect on to the next stage of the sales process without annoying closing techniques. However, if you rush this, the buyer may 'go through the motions' but your chance of securing a sale will be significantly diminshed. Empathy is an intimate understanding of the feelings, thoughts and motives of another. One dictionary says that empathy is the 'identification with and understanding of another's situation, feelings and motives.' It has also been described as the ability to put oneself in the other fellow's place. So empathy requires first of all that we comprehend the circumstances of someone else and second that we share the feelings that those circumstances incite in him. Empathy will help you to know how to proceed depending on the information the prospect has given you.

The customer should sense that you understand and care about helping them solve their problems, not that you are just looking for a sale. Until they know that you care, they won't care what you know. You must truly believe that you can satisfy the prospect's needs. You must see the benefits, features and limitations of your product or service from your prospect's view; you must weight things on the prospect's scale of values, not your own; you must realize what is important to the prospect. Your prospect must always be the centre of attention.

When you have developed trust, displayed empathy, and spent time figuring out how you can solve the prospect's challenges, they will be far more likely to listen to your explanation of how you can relieve their pain. Then the 'close' is a natural progression in the conversation, rather than a process where you use the bulldog approach (bite their ankle, and don't let go until you somehow get 'yes' for an answer!).

Don't get me wrong, you still have to have the courage to ask for the business, you still have to help people make the final decision. However, it's a lot easer, it's more professional and you'll 'close' more sales when you 'start at the beginning'. When your approach is built on trust and empathy, it's a lot easier to simply invite prospects to do business with you.

What Is Your Offer?

How do you feel when you are a customer, and the salesperson's primary approach is all about their company or product, but very little about solving your problem or helping you in some way? Wouldn't you rather that they take the time to find out what you really need, and offer a solution for you? Most of us would prefer a personalized approach. So...in your selling efforts, what's your offer?

Here's what you need to concentrate on in planning what you present: What 'pain' can you alleviate? Or, how can you save the person time, money or hassle? Or, maybe you can help with two out of the three. Or, maybe all three!

Before, and during each client meeting, keep asking those three questions over and over again. How can you save the person or company time, money or hassle? If you are accustomed to 'pitching' your product in the conventional 'data dump' method, be willing to change your approach. Your offer should be tailored to the client's specific needs, based on your research, and carefully listening during conversation. Seek to gain the person's confidence in your ability to identify their current situation, and what the desired situation is that they would like to attain. Then your offer will be something that will really help them, instead of just what you wanted to sell them.

Take the time to think about what your offer actually is. What is it that you actually do or provide that 'relieves pain'? (Usually this is figuratively speaking, unless you are in health care!). Make clear exactly what you are going to do to help them. Give the person solid reasons why your solution is best for them. Pay close attention to how prospects respond to what you offer, and how you present it. Be willing to make the effort to adjust your approach. A 'customer-centered' process will always win you more business, and more loyal customers who are likely to do business with you in the future.

So, can you explain in 25 words or less what your offer is? Give it some thought...