Forget worn out manipulative closing techniques. If you sell B2B, seek long-term customer relationships and ongoing growth opportunity, then shift your thinking about closing the sale.
1. Broaden your definition of the close
Many of us still think of the close as the ink on paper – a signed contract. We get into trouble
because we’re aiming for the “close” when the customer is two steps behind us. As a result, we
unknowingly lose the customer’s trust. Selling is a series of closes, each one moving you to the next logical step in the buying process.
2. Plan for a close on every call
Efficiency in selling requires that every sales interaction end with a close, i.e. a tangible commitment to action from the customer. Understand what this will look like in this specific buying cycle, and plan how you will get there. Whether it is an introduction to another stakeholder, putting you on the shortlist, or signing the LOA, get clear on the next logical step and move to a commitment.
3. Earn the right
What you do prior to the close has far greater impact on your likelihood of (and comfort with) closing the deal than what you do at the close. Earning the right to ask for the business starts at the very first meeting. Demonstrate positive intent, keep your focus on the customer’s success, do a thorough “two-sided” discovery, and position your offering against what’s most important to this customer.
4. Slow down to speed up
Sales pros are often too eager, or are pushed by their customers, to present their capabilities or solution too early in the sales process – when they are not in a position to win. If you haven’t taken time to build a foundation of trust and/or you haven’t gathered enough of the right kind of
information, avoid jumping to the solution.
5. Connect the dots
People don’t buy your products or services. They buy what your products will do for them. Do not
assume the customer makes the connection between your offering and what they are looking to achieve. Prepare your customer to “hear” your proposal by reminding her of what she indicated as critical in this purchasing decision. Then connect the dots.
6. Oversell. Lose the sale
You’re enthusiastic about your product or service. Great! Enthusiasm sells. But don’t let your
enthusiastic urge to share all the “feeds and speeds” of your recommendation lose the sale. Give a fraction of the data and keep it to what’s relevant to this customer. Information overload, death by PowerPoint, and unnecessary words cause the customer to tune you out.
7. Enable your customers to close the deal
We often forget that a big chunk of the sales process continues when we’re not there. We rely on our client contact to make the sale internally to other key stakeholders. Be clear on the decision
making process, build strong relationships with influencers, and equip them to be powerful advocates of your solution.
8. The power of four words
“What do you think?” Whether you’re following up on a written proposal or ending a stand-up
presentation there’s power in these four words. Provided you shut up and listen to the answer.
Hear the customer’s perspective – without defending or interrupting. There are hidden gems in the answer – the opportunity to mitigate any concerns, and often a direct route to the close.
9. Got an objection? Get curious
Use your listening and questioning skills to get clear on the real issue / interest behind any objections that come up. Don’t jump to defend or rationalize your position – it will only shut your customer down, and even jeopardize the sale. If you disagree, bite your tongue. Listen to understand why the customer might feel this way and work with him to resolve his concern.
10. Ask
63% of sales pros don’t ask for a commitment to move forward. They wait for the customer to make the move. If you’ve done a thorough job throughout the entire sales process, and maintained a
customer–centric focus, then it will feel natural to ask for a commitment to the next logical step.
And the customer will be expecting it.
