Closing Ability Separates the Successful from the Unsuccessful
Closing is the natural conclusion of a well-handled sale, yet it is often seen as an anxiety-laden moment of truth. Here are some observations to help you anticipate closing as a logical, reasonable, and achievable step in the selling sequence.
Your closing attitude affects your performance. Your emotional state will show during a presentation. If you are nervous or face the close with dread, these emotions can jeopardize your sale. Your prospect will perceive your emotions as a lack of confidence or honesty. Viewing your close as a golden opportunity positively influences your prospect. If your emotional state is that of self-confidence, your positive close will be enhanced by your up-beat attitude.
Closing begins with your initial contact with the prospect. Don't associate "closing" exclusively with the end of the sales process. Closing is an integrated part of the entire selling process, not a separate event tacked on to the end. Begin closing as soon as your sales opportunity begins.
A successful sales process contains many preliminary closes. Salespeople must close prospects to set appointments, agree on the prospect's needs, and decide which program best meets their needs. Remember your successful preliminary closes to help boost your confidence when it's time to ask for the order.
Each point of agreement between you and the buyer takes you closer to the successful buying decision. Remember that each point of agreement simplifies the prospect's final decision to buy. Review each point of agreement as you wrap up your presentation.
A successful close is simply the last logical step in a long process of carefully planned and executed events. You should anticipate the final close as the payoff on your effort.
Allay your prospects' buying anxiety by reviewing the benefits of what they are buying from you. Use your close to make sure you've addressed all objections and concerns, then ask for the sale. Your positive attitude will help the prospect feel comfortable about the decision.
Make closing an eagerly anticipated opportunity to meet your goals!
