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 Entrepreneur.com 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.
