Feb 2010
Close More Sales The best salespeople don’t use special closing techniques at all. They simply focus on understanding their customer’s business and helping them achieve THEIR desired outcomes. Instead of talking about whatever product or service it is they sell, closers ask questions. They focus on the prospect’s issues and the gaps that need to be filled. Follow these guidelines and watch your numbers grow! In order to become a closer, you need to focus your sales efforts on three main areas: - Sales skills - Customer service, and - Time management. Each form a part of the sales process and each can be fine-tuned in order to give you better results, and better closing ratios. Start by honing your sales skills 1. Before you waste your time, qualify the ability to buy Only spend time with prospects and customers who have the ability and authority to buy. That means asking the right questions up front to make sure that you are spending your time with the right people. Ask the hard questions first, then spend your petrol money. 2. Move each interaction towards a sale You’re not contacting a client to chat. You’re contacting them to do business. (If you are calling them for a chat, do this after the money hours). So, be disciplined in managing each call – be it telephonic or in person. Keep up the pace by verbalising the next step. Too often salespeople close meetings with a comfortable exit. They say something like “I’ll write up…” “I’ll send you…” “I’ll call you…” – none of which set the next agenda. In order to keep the sale going, ask questions like “How does that sound?” “How would that work?” “What do you think about…?” If you don’t check for feedback throughout the meeting, asking for the order form at the end becomes an all or nothing situation. 3. Become more than a salesperson; become a resource Stay away from ‘just checking in’ with the prospect to see if they’ve received your information, email or brochure. Take some extra time and weave in a compelling reason for your call. Is there something that’s just happened that you can share with them about your product/service or about their industry? Is there a success story about a client you’ve worked with that you want to share? Before you pick up the phone or push ‘send’, think about how you can give the client something that goes over and above your product or service. It could be sending them a free newsletter that you know they’d be interested in, or introducing them to other people you know can help them in some way. Adding value with no additional cost equals exceeding your customer’s expectations. 4. Start selling results Feature and benefit selling is dead. Start realising that you are selling a solution, not a ‘thing’. BUT in order to provide a solution, you must first understand the problem. Prospects are more interested in what the product or service will do for them as opposed to what it just is. Your solution can be greater productivity, lower overheads, cash savings, or ease of business. Ask yourself what problems are solved by your product or service? Can it be quantified? When calling for an appointment, make sure you start the conversation by explaining all these things. If you are unsure where to start, use your past customers as a reference. Call them up and ask why they bought from you in the first place. Remember, people buy based on their reasons, not yours. 5. Don’t negotiate at the end One of the myths of negotiation is that it is the back and forth struggle with your customer in the final stage of the sale. But it’s not. It’s actually open dialogue that happens throughout the process. The first part is the customer agreeing that they are experiencing consequences due to the absence of value your solution could provide. This alleviates the ‘I don’t need it’ argument that could happen later. The next decision is about the financial impact of the problem - “the cost of the problem.” If you can’t help your customer measure the cost of the problem your solution will address, it may come up as a price argument later. Once you’ve both agreed on the cost of the problem, the next decision for the customer to make is whether the current situation is ‘bad enough’ for them to take action. Where does your solution stack up on their priority scale? Once you’ve agreed on this, you alleviate the ‘I don’t need it now’ battle that could ensue later. Then improve your customer service 1. Do your homework It’s fantastic if you can understand the client’s problem and provide a solution. BUT it’s better if you can anticipate their future needs. What changes are expected for their industry? Will the economy or technology have an effect on their business? What are some of the problems they will face this year? If you want to create a new purchasing opportunity, you need to dig deep and uncover needs that you client might not have thought about yet. 2. Be a problem solver You are in sales to solve problems, not just to make money. In fact, problem solving is the key to loads of cash. It means that when you start ANY sales process, the prospect’s problem is at the top of the agenda. And every time you meet with them or speak to them, you talk about their problem. It is imperative that you ‘revisit the pain’ throughout the process. As the sale progresses, you may lose momentum: This is because the original problem has worked its way down the priority list. It’s not top of mind anymore. In order to keep the process flowing, keep going back to the original reason – the purpose – of the sale. 3. Get their attention As we all know, buyers are faced with plenty. Every day someone is trying to sell them something. They’re bombarded with information and suggestions. It’s up to you to get their attention. HOW? Determine an advantage that your product/service will provide. Then be creative in crafting a message that clearly states what you can do for them. Learn to master the art of TIME management 1. Plan your territory Few things waste your time (and your money) more than driving (or flying) from one side of your territory to another. To combat this, develop a territory plan. First grid your territory by geography and day of the week. Next, only set appointments in each geographic grid on the days you will be there. Schedule all other activities around those appointments in that area of your territory. 2. Use technology to kill drive time There are dozens of new services on the market that allow you to spend time with your customers without being face to face. From video conferencing to webinars you can complete many of your sales process tasks without ever leaving your office. 3. Prioritise your time and efforts You can only do so many things in a day. And you don’t want to do those things that waste your time and money. As a start, spend the last 10 – 15 minutes of every sales day making a list of the top five things that need to be done tomorrow. This helps in two ways: - You go to bed knowing that you have a plan for tomorrow, and - You start the next day feeling focused and ready to face the tasks you’ve set out for yourself.