Closing is a vital part of selling, yet no closing technique will overcome a poor sales process. For example if the customer sees no benefit in your solution, or does not think it is a worthwhile return on his investment, or if they think your solution is no better than other cheaper alternatives, they are not going to buy from you. Therefore in order to be in a position to close the sale, you need to consider the following checklist.
1. Have you given good reason to buy i.e. benefits that match the customer needs and requirements that you have identified during the consultation phase of the sales process?
2. Have you identified and satisfied their criteria for purchase? For example they might need a supplier who can provide a 24/7 help line, or one with the correct accreditations. Additionally it must fit with their budget expectations.
3. Have you demonstrated feasibility and provided evidence to reassure them that you can deliver upon the claims you have made? Some customers may be happy with testimonials from other existing customers whilst others may require independent proof backed up by verified data.
4. Have you demonstrated a return on investment and or a financial justification that includes a clear cost benefit to the customer? Decision makers will need a clear proposal that provides a strong business case to go ahead. They will need to know exactly what benefit they are going to get versus what they are going to pay.
5. Have you differentiated your company and your solution from the competition? Have you highlighted the benefits of your unique selling points to prevent them from seeking a lower cost alternative from one of your competitors?
6. Have you established all of the customer objections and or concerns? Have you actively searched for any barriers to the sale that might prevent the customer from proceeding? For example, you may ask “are there any barriers to going ahead?” or “What concerns if any do you have?” This is particularly import if the customer appears to be uncommitted toward your solution.
7. Have you answered all customer objections and concerns? Have you provided the customer with suitable responses that address all of their objections and concerns?
8. Have you established the next steps and or the implementation programme? This will include items such as how the order is placed, delivery schedules or the steps to implementation of your solution. Sometimes this part can aid point ten on this list. For example if the lead time to delivery is three months, this could be used as a reason to go ahead now.
9. Have you followed-up regularly? In longer sales cycles, you must follow-up regularly and maintain regular contact. The customer’s situation can change. They may also be considering a competitor who is in discussions with them and who might influence the customer that their solution is the most appropriate. In addition the customer’s purchase priority may have waned since your last conversation. You cannot assume that nothing has changed in the meantime. The longer the period without a customer decision, the less likely the decision will be made at all.
10. Lastly have you developed a sense of urgency to make the decision? This encourages the customer to make the decision using reasons such as time as scales and is achieved by gaining commitment and trial closing techniques. For example you may say “To be able to install the product during your quiet period, we need to finalise the order this week.” Without any sense of urgency decisions tend to stall as other events take priority in an organisation.
If you can answer yes to all of these ten points, then you are in an excellent position to gain the order. Developing closing sales techniques will enhance business performance.
