| There are well-defined moments in the sales | | | | You must ask for the order at this point in the |
| process when you absolutely must ask for the | | | | sales process. Don't think about it ... just close. |
| order. You can't afford to have these precious | | | | Since this is the first time you've asked your |
| moments slip through your fingers but | | | | prospect for the order, this closing attempt is |
| unfortunately, that's exactly what happens to too | | | | called the Initial Close. Your prospect has two |
| many salespeople. I have some advice that will | | | | possible reactions to your Initial Close. Your |
| protect you from becoming one of those | | | | prospect will either give you the order or give |
| salespeople. The key is to make closing automatic | | | | you an objection. Obviously, if you get the order, |
| and you do that by knowing exactly when you | | | | you've accomplished your goal. On the other hand, |
| must ask for an order. | | | | if you get an objection, you still have some work |
| "Always Be Closing" | | | | ahead of you. The answer is found in solid sales |
| Unfortunately, too many salespeople were mislead | | | | training |
| into believing that "Always Be Closing" represents | | | | Overcoming Sales Objections |
| the "ABCs" of salesmanship. Frankly, nothing could | | | | It is not end of world if you get some objections |
| be further from the truth. You can't always be | | | | after your first closing attempt. In fact, you |
| closing because asking for an order is only one of | | | | probably will get some objections after your Initial |
| the steps in the sales process. At a minimum, | | | | Close. Most prospects feel it is their duty to have |
| before you ask for an order you need to | | | | some objections for the person attempting to sell |
| establish some rapport with your prospect, | | | | them something. So relax and don't panic. Now |
| uncover a need for your product and present | | | | that the objection has surfaced, you just moved |
| your solution. "Always Be Colsing" may sound | | | | one step closer to the order. Keep in mind that an |
| great in a movie but it is meaningless when you're | | | | objection is not rejection. An objection is only a |
| in your sales territory, attempting to sell | | | | request for more information. Your prospect is |
| something to someone. | | | | confused and unclear about something you said or |
| Often, salespeople that think they should always | | | | something you failed to mention. By addressing |
| be closing are, in reality, never closing. These | | | | the sales objection, you give your prospect new |
| salespeople do not understand the sales process | | | | and additional information. Armed with the new |
| because if they did, they would know when and | | | | information, your prospect is able to develop a |
| how to ask for an order. Well-trained professional | | | | new and favorable opinion about their decision to |
| salespeople don't have these problems because | | | | purchase your product. |
| they follow a well-defined sales process. These | | | | Objections should not be ignored and must be |
| professionals know exactly when the only thing | | | | answered in a way that completely salifyes the |
| left to do is close the business. | | | | prospect. The salesperson should not get |
| Fear Of Closing | | | | defensive or start debating the sales prospect. |
| I also work with another group of salespeople | | | | The goal is not to win an argument. The goal is to |
| that need help with their closing skills. These sales | | | | get the order. |
| reps need to overcome their fear of closing. | | | | The "No More Sales Objections" Close |
| After all, you can't be sales rep and have a fear | | | | Once all sales objections have been successfully |
| of closing, just as you can't be an electrician and | | | | addressed, you must close the prospect and ask |
| have a fear of electricity! Salespeople close and if | | | | for the order. As with the Initial Close, don't even |
| you are not closing you're not a salesperson... you | | | | think about it and make this closing attempt an |
| are just a conversationalist. Salespeople that fear | | | | automatic part of your sales process. I refer to |
| closing just keep talking and hopelessly praying | | | | this closing attempt as the "No More Sales |
| that at some point, the prospect will ask for an | | | | Objections Close". Once the prospect runs out of |
| order form to sign. Guess how often that | | | | objections, the salesperson must ask for the |
| happens? | | | | order. Don't think about it ... just close the sale. |
| In my work, I've uncovered many factors that | | | | Salespeople should always be direct and confident |
| cause some salespeople to fear closing. Some | | | | when closing a sale. The salesperson's confidence |
| sales reps don't want to face the moment of | | | | makes the prospect confident about the decision |
| truth. Other salespeople fear they may appear | | | | to purchase. Once all sales objections have been |
| "pushy". There are also other salespeople that | | | | successfully addressed, the salesperson must |
| assume, without any data to support their | | | | confidently assume the prospect is ready to do |
| assumption, that the prospect is not ready to sign | | | | business. |
| an order. I help these salespeople by making | | | | Also, you must remain silent after you ask for an |
| closing an automatic reflex reaction to certain | | | | order. The sales prospect must be the next one |
| events in the sales process. When closing is | | | | to speak. There could be an uncomfortable pause |
| automatic, you don't even have to think about it. | | | | while the prospect thinks about the final decision. |
| You automatically ask for the business. This | | | | If you interrupt that pause, you greatly diminish |
| process helps most salespeople overcome their | | | | your probability of receiving the order. |
| fear of closing. | | | | When You Must Close The Sale |
| Initial Close | | | | As you now see, there are two moments in the |
| At some point in the sales process, you'll ask your | | | | sales process that call for a closing attempt. The |
| prospect a series of questions to uncover a need | | | | first attempt is after you've presented the |
| for your product or service. You'll then present | | | | benefits of your product. The second time is |
| your product and explain how the product | | | | after all sales objections have been successfully |
| addresses the needs you've uncovered. Once | | | | addressed. Implement this process and make |
| you've presented all the benefits your prospect | | | | closing sales automatic. |
| with gain by using your product, you must close. | | | | |