The "No-Close" Close

Having recently surveyed a number of people regarding their selling skill needs, one skill in particular keeps popping up. Everyone wants to be better at closing sales. We want higher revenues and more sales closed. Yet, many people are uncomfortable closing - they don't think they have the skill set to be successful in this area.

What is it about closing that makes it difficult?

Closing is a natural process in the sales cycle. In order to achieve our sales goals we must “ask” for the sale. Sometimes, the idea of asking for business can make people uncomfortable, particularly when the salesperson is also thebusiness owner. Think of closing as just an extension of the discussion you’ve been having with the prospect. Selling is simply having a conversation.

Here are some basic tips:

- Avoid closing anxiety by building a close throughout your presentation.
- Create a presentation that allows you to learn yourprospect’s needs, concerns and “hot buttons”.
- Ask a series of questions to determine the fit betweenyour product and these areas.
- When you feel you have enough of a fit, ask a question such as “What do would we need to do to move forward?”
- When you respond to an objection, immediately ask for the business.
- Summarizing areas of agreement makes it easy to get to“Yes”.

Building a close throughout your presentation requires some pre-call planning. I like to write down some phrases and questions in advance. I always make sure I build in a number of response checks. These questions allow me to discover if the buyer and myself are on track. It saves me time and lets me tailor my presentation to their responses.

Response Checks
- Make sure that you are in agreement on minor points.
- Uses open ended questions to test buyer’s understanding.
- Solicits extended feedback regarding the buyer’s level of comprehension and support.
Examples:
“In your opinion, how do you feel this will work?”
“What do you think about this approach?”
“What are some of your thoughts regarding this idea?”

When we feel we have enough information and know that our buyer seems to be onboard with the idea of using our products and services, it's time to use a trial close.

Trial Close
- Used after a prospect gives buying signals.
- Usually a closed ended question
Examples:
“Does this offer the solution you’re looking for?”
“Do you see this approach doing the job?”


Done correctly, your close will seem to be “no close” at all.