Enhancing the Customer Experience

It is interesting that the final step in the selling process has been termed "closing." Since the enlistment of a customer is actually the beginning of a new relationship and "opening" prospects to the benefits of your product or service. Unfortunately, many representatives use techniques that "close" the customer into a corner he can't get out of until he buys their product or service!

Many sales professionals do struggle with how to ask for the order. In fact, Closing is the most requested topic in workshops and training programs. While the "art" of closing is difficult to adequately cover in an article, this is an attempt to broaden your thinking about this critical component of selling.

Closing skills involve more than knowing how to ask for the order or getting the sale faster and easier. When sales reps ask about closing, they really want to know how to get business without that uncomfortable feeling that usually precedes asking for the order or how to get prospects to buy something when they really don't want it.

A lot of sales guru's will try to convince you that there is a set of magical words or phrases that will rivet the prospect into becoming a customer. Unfortunately, these techniques will work as well as saying "abracadabra" before each sales call! It is important to understand that closing is only one part of the selling process. Focusing on one aspect of selling, in this case closing, is a common and deadly mistake. In fitness, to reduce flabby arms or that bulging stomach, we have to work on the whole body. So it is in the case of selling. In order to improve a part of the process . . . closing, you must strengthen the whole sales presentation.

Did you know that 80% of salespeople refuse to close when the buyer is ready? Studies prove that customers are ready to close much earlier than the rep is! As investigations on closing continued, what researchers found is that too many salespeople are using "canned" presentations without listening to the buyer's needs and continuing with their presentations before asking for the sale. Or as I have observed in many a sales call, we tend to want to tell the customer everything including every classic story we can remember before we will let him have the product! Unfortunately, the result of not closing is that 60% of buyers become angry or begin to feel their time has been wasted and consequently reduce their interest in buying!

Difficulty closing or the inability to move the prospect closer to the sale could be a symptom of a bigger problem. Difficulty asking for the order is often a direct reflection of your relationship to your product. The lower your perception about the real value of your product, the harder it will be for you to sell it. How many times have you thought, 'I couldn't sell this if I didn't believe in it?' Closing with authenticity, sincerity and enthusiasm has everything to do with your relationship to your product or service. The stronger you believe your product can fill an important need for your customers and you represent one of the best (if not THE best) options available, the easier it will be for you to succeed at every aspect of selling . . . especially closing.

A quick way for you to evaluate your relationship with your product is to ask yourself these few questions:

? Does the product or service I represent really perform the way I and my company says it does?

? Is this product the best value for my customers money?

? How does the level of service my company and I provide compare to others on the market?

? Knowing what I know about my product, as well as the competition--would I buy from me?

Closing is not a series of manipulative phrases or word tricks aimed at clinching the deal. Helping the customer to a buying decision includes uncovering buying motivators and providing the justification for investing in your product over the alternatives. Closing is best accomplished through education--first on your part, by thoroughly understanding your product and your competition. Then by understanding your customers needs and educating them on how yours is the best offering to meet those needs.

I suggest you eliminate the word closing from your sales repertoire and begin using Agreement. Once you have carefully positioned your products as solutions customers needs, wants and expectations you need to come to a mutual agreement about what the next step will be in working together. The assumption that you will work together on my part is deliberate. As it should be on your part with the customer.

When selling equipment, after years of study of the best of the best in sales. There are six steps in delivering a highly professional and more effective closing sequence:

STEP ONE: Recommend the product and size or quantity you feel is most appropriate for the prospect. Your suggestion will come from the results of the answers from the Diagnostic questions. Be sure to back up your recommendation with an explanation. This can simply be a recap of key features and benefits.
For example, "Doctor, based on each of your objectives we have just disussed and the capabilities of this technology, I recommend the Schick system for your practice. It will accomplish everything you want in digital radiography and more. "

Be sure to use the words, "I recommend" when beginning this step. This is a very professional way of asking for the order and you will sound more like a consultant than a salesperson.

STEP TWO: Ask if there are additional questions or information needed We often fail to give the prospect a chance to ask questions to clarify his understanding of the product or cement his decision to move forward. As sales people, we typically 'close early and close often' putting the customer in a defensive position. Yea, right where we dont want him when we are trying to consumate an agreement! Step Two might sound like, "Do you have any questions about this piece of equipment or is there something I forgot to cover?"

I know some of you are thinking, if I give the prospect the chance to ask questions, he is going to slip and squirm right out of my hand and back out of the sale. If he does, it is not a reflection of poor closing skills...it is a reflection on poor selling skills. If the customer backs out at this stage of the game then you failed to bridge the gap between customer needs and your product in a compelling way that made buying easy!

STEP THREE: Describe the installation and delivery process Selling capital equipment and high tech products can be a bit overwhelming for anyone. So it is important to review the entire installation process and help establish realistic expectations on the part of your new customer. This is a good time to use the old adage, under sell and over deliver. More deals have been lost because of poor follow up than at this stage.

STEP FOUR: Explain the investment, price and payment options The most conservative approach is to provide two options for payment. Pay attention to buying clues throughout the presentation on what ways might be the best for this account. Don't assume he will use the payment methods he has used in his last equipment sale. Provide options and you will reap the pay off.

STEP FIVE: Ask which option is most suited to Prospect's needs Some people might call this a trial close, and I guess it is. But at this stage of the game, you have brought the prospect comfortably along in comming into an agreement in working together.

STEP SIX: Complete the paperwork for order processing and seek the prospects approval with a signature or down payment You may prefer to complete the paperwork or order form during the presentation. Although, some buyers may object or resist you in the process. Remember, the goal throughout every presentation is to build trust and make the customer comfortable with you. Filling out the order before you have come to an Agreement...may be considered premature and distance you from your ultimate goals in selling.

I recommend, you write these six steps down, carry them with you and practice this closing sequence. While we focused on equipment in this program, it will work and work well selling applicators to air abrasion. So forget the "magical moments" and "fancy phrases" of Closing. Because you have done such a good job developing the whole presentation, you can move forward, with confidence, into this beautiful assumptive close. This will be the most natural and comfortable end of a sales call you can have....and I guarantee it will work well for you, if you use it.