The key to increasing your closing ratio is to have multiple closing techniques.
Why are some salespeople successful at turning the rejection into a sale?
For many it’s as simple as having 3-5 closing techniques they feel very comfortable using.
Too many salespeople are so afraid of closing that they only have one or maybe two different ways to ask for the order. You have to work at it. The closing techniques you use must be comfortable to you. This means you have to use them on a regular basis.
Before I share with you a few of the better closing techniques, let me challenge you to first break out of your rut and always push yourself to make sure you’re using different approaches as a way of keeping your skills sharp for when you do need them. This is no different than the golfer who never practices with their wedge. When it does come time for them to use their wedge to get out of tough trap, they won’t know how to do it.
Same thing can happen with closing sales. You must practice various closing techniques before you need them.
A few of the better closing techniques I recommend include:
Biggest need: Positions your offer as the best way to satisfy the critical need they have. “You do have a huge need and this is the best way to help you deal with it.”
Option close: Provide the customer with an option to allow them to feel like they’re making the decision. “Would you like the blue or the black model?”
Assumptive close: This just builds off of the positive feedback the customer has provided to you throughout the call. “Who should I talk to about getting the purchase order?”
Timely close: Plays off of the need to get the order in by a certain date to ensure it can ship on time or be able to take advantage of a discount. “We’ll need to get the order in by the end of the day if we’re going to be able to ship it by your deadline.”
Best choice: Builds off of the buyer’s ego and their comments. “You clearly are looking at the best package.”
Bandwagon: If a customer is not confident, this approach helps them feel safe. “This is the best choice as it’s the same one everyone else is buying.”
Signature: A great approach for a customer who is very process driven. It merely entails giving them the contract to sign when it’s time to close the sale
Clear the desk: For the busy buyer, this plays to their ego and their workload. “I know you’ve got a lot of other things you need to get to, so let’s go ahead and get this order taken care of right now.”
Early adopter: If you’re selling into a competitive industry, this approach works well for buyers looking to gain an edge. “If we order right now, you’ll be the first one to do so and you’ll have a big advantage.”
These are just a few of the many closes you could use. The key is to know when to use them and when not to use them.
An example would be the “bandwagon” close — it would work well if you’re selling to a government entity, because they will feel safe knowing others are buying it. On the other hand, a government entity would never respond positively to the “early adopter” close, due to the risk involved.
If I’m selling to a customer I know has a hard time making a decision, then I’m certainly not going to use the “option” close, but would most likely use the “best choice” approach.
Top performing salespeople are comfortable using different closing techniques. Let me challenge you over the next few weeks to start increasing the number of different closing techniques you feel good about using. Ultimately, more closing techniques result in more profitable sales.
Copyright 2011, Mark Hunter “The Sales Hunter.” Sales Motivation Blog.