Riddle: Three frogs are sitting on a log. Two decide to jump off. How many are left on the log?
Answer: Three, because deciding to do something is not the same as actually doing it.
Everyone feeling good at the end of a meeting is not by itself advancing to a next step. Closure
only happens when your PROSPECT agrees to DO something at a SPECIFIC TIME, which then advances the sales process.
Essential First Step
Research shows that one of the top reasons salespeople don’t close is because they have not clearly thought out their Objective for a meeting or telephone call and the desired, appropriate Action Step they want the prospect to take at the end of the conversation (assuming a successful visit/call). Instead, many salespeople simply go to “see” or “talk to” prospects. Then they wonder why a sales relationship isn’t moving forward!
In Practice
An Objective is a goal. For example, I want my client
- “To understand the power of my product/service.”
- “To get excited about a new program we are introducing.”
An Action Step is a specific action your prospect agrees to take which indicates that you have achieved your Objective. For example, an Action Step could be to
- Schedule a second meeting next Tuesday at 10
- Sign a contract today
- Add your company to an approved vendor list today.
- Pilot a test program beginning Monday
- Grant permission to say the prospect endorses your site/service to a decision-maker you are seeing later
Test Yourself
What would you say in the following scenarios to CLOSE the call. Assume the conversation is winding down…
1. Your prospect says, “Can we do a test program?”
If you simply say, “Yes.” that is not closure, because there is no prospect action step. An appropriate, specific Action Step would be, “Yes. We can do that as early as next week. Would you like to do that?” Your client then has to commit or decline.
2.The discussion has covered many topics for over an hour.
If you simply move to the next step, “So, should I put you down for X?” you might get a positive response. However, given that the conversation has been wandering all over for an hour, a more natural, less pressuring, response would be to
- Summarize
- Get agreement from the prospect and then
- Move to the next step.
For example, “We’ve covered a lot of ground here. Sounds like you like X, Y and Z. Is that right?” (Client: “Absolutely”). “Great. Then the next step would be for you to send us…and then we’ll have you up and running by Friday. Okay?” (Client: “Let’s do it.”)
3. Your prospect has just said, “This sounds great. I had no idea you had this capability to handle all my HR needs.”
If you simply say, “Great.” then you didn’t close. You only affirmed their enthusiasm. When someone is obviously positive about your product/service, then you can be direct or assumptive in closing. For example, “Great. Does this mean you would like to move forward?“ or “Great. When do you want to begin?
He Who Says It Owns It
The above notwithstanding, here’s a very effective and respectful way to close out a sales call. Unless they are jumping up and down in their seats begging you for a contract, ask your prospects what they liked about what you both discussed as it applies to their situation.
Expect some silences as your prospect reflects on the recent conversation. Typically, prospects will say they liked some number of features and benefits of your product/service Whatever they say, their remarks tell you how broadly your message was communicated and accepted.
If they omit what you think are key selling points, gently remind, or ask, them about those. Often, they will agree, or, indicate that those are not the most meaningful for them, which can lead to a deeper discussion.
When prospects state the value of your product/service, they believe what they say far more than what you say the value is for them.
It is then very simple to say, “Great. Then, when would you like to start?” or, “Terrific. What’s our next step?”
If they raise objections, that will be disappointing, but the good news is you are still there to deal with those last lingering doubts, which, after you deal with them, allows you to move the call forward to an appropriate next step.
Summary
Closing is not trickery. It should be the natural outcome of a good prospect-centered sales conversation, always remembering that nothing happens until the prospect agrees to do something at a specific time.
Anne Miller
Words Matter – Make What You Say Pay!
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