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Closing the Sale
Closing – Doesn’t Mean the End
It could be said that ‘closing’ is an inappropriate term to
describe the final part of the sales process. It infers the
‘end’ of something, when, in many cases the relationship between
the salesperson and the customer is, hopefully, continuing. Even
staff in a retail environment should not think of their
interaction with a customer as a ‘one-off’ event. Instead, they
should see it as part of an ongoing relationship – turning every
customer into a loyal client.
This is better thought of as the next step in a logical
progression. It is the 4th or ‘Action’ step in the
AIDA sales process: Attention, Interest, Desire,
Action. It
should be a smooth transition, not a specific set of skills or
armoury of phrases to ‘close’ the customer. If all the other
steps in the process have been adequately completed, the
customer will be keen to buy. They will only need your
assistance in making this step as easy as possible.
4 Techniques
While there
are no ‘trick phrases’ that will work consistently, there are
ways that you can help the process take its course.
1. Once you
have a good idea of what a customer needs (using open questions
and clarifying with paraphrasing), you will then explain the
options available. This is the time to check which option the
customer prefers. For this you might use closed questions (eg
“So it looks like the best options are these two. Is there one
that you prefer out of them?”)
2.
Once you’ve clarified what the customer
wants, use closed questions to move to the next step. (eg “We’ve
got one in a box in the warehouse. Did you want to take one
today?” or “Did you want to book that in? What day suits you
best?”)This
is also known as the assumed close.
3. If there is a genuine reason
why they should buy now, be sure to point it out (upcoming price
rise, limited stocks, etc); but don’t bluff.
4. Just ask “Do
you want it?” The worst they can say is no.
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Dealing with the Premature
Price Request
Effective selling depends on timing. You should determine when
to introduce price – and this should not be before you’ve
gathered all the information you need. Customers will often ask
you for the price before you’ve determined –
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What is the
best product for their needs?
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What else do
they need to have it perform at its best?
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What other options might they have to
consider?
What you can do –
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Acknowledge their request
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Explain why you’re not giving a figure yet
(for example, you need more information)
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Show that you’re careful and considerate
and you want to get it right before you mention a figure
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Try to gauge their expectations ("What did
you expect to pay?")
It’s All About
Your Attitude
If you don’t believe the product is right for the customer,
you will probably have trouble closing. If you expect that you
will always have the cheapest price, you’ll have trouble
mentioning your price with confidence. If, however, you have
identified the customers needs so you know you’ve recommended
the right product, and you believe that it is good value
– then the closing steps of the sale will flow naturally. |
© 2005
Ryan+Associates Australia. Ryan+Associates Australia is a member of
Synergy Partners. |
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