Closing Techniques for Sales Professionals
In any sales call, this is the most critical stage, the reason we are having the call. Every sales call should end with a commitment – either a “yes, I will buy,” a follow-up appointment, or the provision of information – or a “no, I won’t buy.
To summarize this stage:
- We need to reiterate our offer and the benefits from the customer’s point of view.
- We need to go through another round of argumentation if concerns are expressed or non-verbally signaled by your customer.
- We briefly summarize the results of our discussion, regardless of the outcome.
- We agree on the next steps with our contact person.
Buying Signals
Buying signals are verbal or non-verbal statements made by customers that usually signal that they find the offer interesting and want to buy by asking for details in the offer.
Common verbal buying signals include the following
- Asking about delivery times
- Asking about prices/discounts
- Asking for references
- Asking about warranties
- Asking about service
- Written agreement
Examples of nonverbal signals include
- A nod of agreement
- An attentive look
- Listening carefully
- Leaning forward
- Moving closer
Important: The customer, not the salesperson, decides whether the price/value or need/satisfaction ratio is balanced.
Test purchase intent with control questions
Use phrases such as
- Is it in your interest that …?
- Is there anything against …?
These questions serve as a check on the customer’s willingness to buy. If your prospect has no objections, the chances are good. If they answer, “That’s not necessary,” or “You don’t need that extra,” you’ll have to dig a little deeper to determine the objections.
Closing Questions
List the strongest arguments again and summarize the solution. Then ask:
“Is this what we want to do?”
It is essential to remain silent until the person has spoken. If they are reluctant to agree, you can ask them the following questions:
“Dr. Neumann, you have seen the quality of our microscope. What more can we do to ensure you will use it in the future?”
Or
“Are there any requirements we need to meet before you can use it?”
Ending the conversation
A good sales conversation should always end with a question. Here are two examples:
“What other question should I have asked you that I haven’t already?”
Or, alternatively:
“Did I miss anything? Have we covered all the important aspects and details for you?”
If we have thought of everything, that is an OK. Otherwise, the customer will now tell us what else is important to them.