Selling Skills: Close the Sale


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This is the third and final post in a sales series. The first post cov­ered prod­uct knowl­edge and the sec­ond post focused on fea­tures and ben­e­fits. You might be think­ing, “The final post has to be about clos­ing the sale.” You’re right!

Clos­ing the sale is the ulti­mate goal for sales reps. So, how DO you close the sale? The first step is to con­firm that your prod­uct or ser­vice meets the customer’s needs and then ask for the sale.

Meet the Customer’s Needs

The fea­tures and ben­e­fits post reviewed how to uncover a customer’s wants, needs, and desires. Ray Sil­ver­stein from elab­o­rates on under­stand­ing the cus­tomer: “By imme­di­ately demon­strat­ing to buy­ers that you under­stand their wants, you’ll increase their com­fort level with you, which is the first step to gain­ing their trust. Once a base level of trust is estab­lished, the buyer’s inclined to keep an open mind, instead of clos­ing the door.”

Now that the sales reps have gath­ered that infor­ma­tion, they need to explain how a prod­uct can ful­fill the customer’s wishes. Sales reps have to present the prod­uct in a way that shows it meets the customer’s needs. An arti­cle from Inc. Mag­a­zine says, “…you may be able to use your knowl­edge about the cus­tomer, their indus­try, or the prod­uct or ser­vice they want to buy in order to help move the process along and get the cus­tomer to commit.”

Ask for the Sale

Many sales are lost because the sales rep never asks the cus­tomer to actu­ally pur­chase the prod­uct or ser­vice. Read this blog post that goes more in depth about the costs of not ask­ing for the sale.

If ask­ing for the sale is an intim­i­dat­ing process for your sales reps, they need to under­stand that their effort up to that point is lost unless they fol­low through and ask the cus­tomer if he or she is ready to buy. If sales reps skip this step, cus­tomers may think the sales reps lack con­fi­dence that the prod­uct will meet their needs

Exam­ple of ask­ing for the sale

Sales Rep: Would you agree that this sun­screen meets your need to spend more time in the sun with­out get­ting burned?

Cus­tomer: From what you’ve told me, it sounds like it will.

Sales Rep: Excel­lent! What I would like to do is send you the rec­om­mended set for cus­tomers who travel. It comes with one large sun­screen and two small size con­tain­ers per­fect for day trips. Does that sound like the right pack­age for you?

Cus­tomer: Yes! I’m excited to take it on my next trip.

Ask­ing for the sale takes a cou­ple of steps accord­ing to CBS News, “First, give the cus­tomer a con­cise, pow­er­ful sum­mary that reit­er­ates the ben­e­fits of your prod­ucts or ser­vices. Once you’ve done this, make one final check — not for under­stand­ing but for agree­ment.” Ques­tions that con­firm agree­ment help the cus­tomer and the sales rep feel con­fi­dent in the sale.

Do your sales reps have a hard time clos­ing the sale? Do they for­get to ask for the sale? If you’ve iden­ti­fied areas your sales reps need to improve, invest in tele­sales train­ing to help them improve their sell­ing skills.

Republished with author's permission from original post.


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