Kevin Boyle

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As a life long student of human behavior I learned a long time ago that we as salespeople need to “lay” the foundation for the sale to occur. If we do a good job of laying down that foundation, (by successfully using these five sales closing techniques) then all we really need to do is then just “ask for the sale”!

So where do we start?

1. Narrow people’s options to two choices.

Your job as a salesperson is to qualify your prospect so you have a clear sense of what it is your client wants or needs. After qualifying your prospect, start to narrow down the options to the two best choices. This gives your prospect a sense of empowerment, “I have the power to choose what’s best for me.” When people have too many options, it confuses them and then they worry about making the wrong decision; they are less likely to pick any of the choices you have presented to them, and it is easier for them to put off making a decision–I mean, there’s no rush, right? Wrong–that’s a good way to walk out without closing the deal.

No matter what you have seen or read on other sites – your best shot for “closing” someone is on your first or second visit. If you can’t close someone after your first or second visit Your chances of getting the sale decrease dramatically!

 
2. Give your prospect a reason to buy today.
 
In my mind, one of the biggest mistakes that most smaller organizations and companies are making is not giving their customers a reason to buy right now, thus missing out on a very powerful motivational tool. To get your prospects saying yes to the deal, run a special, a promo, or an offer with a specific date as a deadline. It is simply human nature to put off making a decision today that can be made tomorrow.

In fact, I’ll even go one step further: A company or sales manager who does not give its salespeople this powerful motivational tool is crippling its sales force. I have worked with many successful sales organizations, and the key difference I have found between them and the not-so-successful, struggling sales organizations is: successful ones are always running specials with deadlines.

As salespeople, we need to move fence sitters, and the most effective way to move people who are unwilling or can’t make a decision is to use the “take-away” close. Quite simply, the prospect needs to know: “If I don’t act now, I will miss out.”

3. Summarize and trial close.

Your prospect needs reassurance that you fully understand the nature of his/her problem and that you can provide a cost-effective solution. When I summarize, I parrot back to my client-to-be exactly what he/she has told me that he/she wants. One of two things will happen here: 1) We will have more consensus and understanding and it will open the door for me to ask outright for the sale; or 2) I will get an objection.

 
4. Use the “ART” approach for handling objections.
 
If your prospect has concerns, he or she needs to know that you have the knowledge and the expertise to successfully resolve any situation that may come up. The extremely effective tool that I utilize for this is called ART. Acknowledge: I’ve been there; Relate: I (and/or others) have felt the same as you, told in a mini story; Target: I’ve found this works better than that. Then you ask a question. For example:

ACKNOWLEDGE: “Bob, I can certainly understand how you feel about getting your money’s worth.

RELATE w/ mini story: Like you, I’ve attended seminars in the past and walked away quite disappointed, so I know what’s it’s like to spend money and not feel like you’re getting what you paid for. Why don’t you speak to these people (show them a list of names, their companies, their title and phone number). People who I have coached, who came to me with questions about how to build their business, and increase their sales and now their seeing real results because of my help.

TARGET: If you spoke to a few of these people would it take care of any of your concerns and allow you to make the decision to go ahead with your sales training or tell me Bob, is it something else?”

 
5. Use the “What” Question.

Sometimes people just aren’t comfortable being honest with you. They hide their objections behind vague responses or general statements. In my opinion, there’s nothing to lose and everything to gain by just saying, “Bob, I get the sense that there is still something bothering you. So let me ask you:

“What is it? Is it the price?” (It’s important when asking this, that you have listened carefully to the client and his/her concerns.)

“What is really concerning you?”

“Bob, I understand that you need a win on this, but I can’t give it away–so tell me, what would be a win for you?”
 
“What’s it going to take to put this thing together?”

At this point if you are not moving forward with your prospect, is there really a good reason not to put all your cards on the table?
As you can see the 5 steps to a successful close is really about laying the ground work for a successful sale to occur. I know how I help people. I know how I have had impact on my clients and their business. I have their phone numbers and contact information with me at all times, and I have their permission to use their names as referrals.

This knowledge gives me the confidence to sit down in front of anyone and tell them with complete confidence that I can help them improve thier sales and build their business.

This in turn gives them the confidence to use me.

Kevin Boyle
Author / Public Speaker / Sales Trainer and Coach
“The Secrets to Sales Mastery”

ps – Did you enjoy this post? Do you have any tricks or tips on how to close using any of the techniques I explained in the five sales closing techniques? Please feel free to add your comments!

Other Blog Articles on Sales Techniques;

The Choice Close (like a kid in a candy store!)

The Take Away Close (how to survive a break up)

Cold Calling, does it work? You bet it does!

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