REGINA BVUDZIJENA
Following up on the last article on making use of social media platforms to advertise products and services, this week we have decided to take a deep dive in to how to convert leads into sales and how to actually close the sales. Some entrepreneurs are suffering losses not because their products and services are not good enough but because they are not using the right words to close the sales. If you want to master the art of converting and closing sales there are a few things you need to understand.
- Be prepared to dish out advice (take on an advisory mindset)
The best salespeople are trusted advisors. Most clients want to be advised on alternatives or better yet how good their purchase is, as long as it is within their budgets. Others don’t buy because they lacked proper guidance. A salesperson must be prepared to interact with the individual and offer personalised advice to enhance what they already know. And it is my understanding that sales is the number one most important skill for every entrepreneur whether you are starting out or at a point where you established.
- Listen actively and be proactive (add value) Successful sales people are genuinely helpful. Listen closely to what your prospective customer is saying and respond with solutions that meet those expressed needs. This is how you help prospects make their own decision to buy.
- The moment a client picks up that you are really not addressing their problem forget about closing that sale. You will definitely lose your credibility in delivering the service and the client will be scared that you might mess up the deal and that they will get something that they do not like or which does not match up to the money they have paid for it.
Incentive
- Everyone likes freebies! I cannot think of anyone who does not like free stuff. Offering a free gift or providing a special time sensitive discount is a great way to push leads to convert. The discount doesn’t have to be something outrageous and the free gift doesn’t have to have a high monetary value.
The average consumer simply can’t pass up a free offer or a limited-time discount.
Closing a sale is the most important moment in sales often referred to as the make or break moment and it often determines whether or not your efforts will lead to anything at all. Here are some techniques that have been developed over the years to assist in closing sales.
Closing is a make-or-break moment in sales. Choosing the right phrases to seal a sales deal is crucial. And this moment is likely the final verdict determining whether or not your efforts will amount to anything at all.You’re not the only salesperson who feels apprehensive about the close. However, without that feeling of risk, successfully closing a sale wouldn’t be so thrilling; which drives salespeople to continually strive for more. Because sales professionals are expected to generate the best possible win rates for their effort, a large number of closing sales techniques have been developed over the years.
Traditional sales closing techniques Traditional sales closing techniques usually employ some psychological tricks designed to give that final nudge. Here are two of the most common.
- The Now or Never Close This is where salespeople make an offer that includes a special benefit that prompts immediate purchase. For example:
This is the last one at this price.”
We ‘ve got a 20% discount just for customers who sign up today.”
“If you commit to buy now, I can fast track you to the front of the implementation queue.” This technique works because it creates a sense of urgency and can help overcome inertia when a prospect wants to buy — but for some reason isn’t pulling the trigger. Of course, you should always establish value before offering a discount or promotion.
- The Summary Close
Salespeople who use this closing technique reiterate the items the customer is hopefully purchasing (stressing the value and benefits) in an effort to get the prospect to sign. For example:“So we have the Centrifab washing machine with brushless motor, the 10-year comprehensive guarantee, and our free delivery and installation service.
When would be a good time to deliver?”
By summarising previously agreed-upon points into one impressive package, you’re helping prospects visualise what they’re truly getting out of the deal.
- The Sharp Angle Close
Prospects often ask for price reductions or ad-ons because they know they have the upper hand — and they also know you expect it. If you have approval from your sales manager to do so, try the sharp angle close technique to catch these prospects by surprise.When they ask, “Could you add on a few extra hours of onboarding at a discounted rate?” reply, “Sure. But if I do that for you, will you sign the contract today?” It’s likely they won’t be expecting this response — first, because you agreed to their request, and second, because you’ve proposed closing today. Modern sales closing techniques
These canned closing techniques probably seem a little old-fashioned. Perhaps they strike you as a little too “salesy,” particularly in light of the rise of inbound sales.In particular, the idea of closing itself needs to encompass any and all incremental agreements you secure throughout a sales process — not just the moment of final purchase.
In a sales engagement, reps should endeavour to:
Discover the customer’s needs effectively communicate how specific products or services offer an affordable and satisfactory solution to those needsIf these two requirements are properly achieved, then there should be no barrier to closure. The closing question can be asked directly at that point.
- The Question Close
To achieve these two foundational goals, it’s imperative that reps ask prospects probing questions. Effective salespeople focus on closing a sale as soon as a conversation with a prospect begins. Through a series of questions, they develop desire in the client and eliminate every objection to purchase.
One can even close the sale in the form of a question, which allows the rep to address outstanding objections while gaining a commitment at the same time. For example: “In your opinion, does what I am offering solve your problem?” The question allows you to discover whether the prospect is sold on your product while keeping the door open for further selling. If the answer is ‘no’ it remains their opinion (not yet the truth), thereby allowing you to continue to sell. If the answer is ‘yes,’ then signing on the dotted line is the next step.Here’s another question close: “Is there any reason why we can’t proceed with the shipment?”
This question asks either for closure or more information as to why the customer isn’t quite convinced. It’s win-win.
- The Assumptive Close
This closing technique draws on the power of positive thinking. If you believe, from the first piece of email outreach, you will close this deal; it can have an incredible effect on the rest of the sales process. What’s important here is to closely monitor your prospect’s interest, engagement, and objections throughout. After a call or meeting, ask, “Did this presentation align with your expectations?” If you’ve just provided them with new information about your product or service, ask, “Does this sound like something that would be valuable to your company? Does this meet a specific need or pain point?”
The Take Away Close If you have kids, you’ve likely noticed if you take a toy away from them — they’ll want it more than ever. Use this similar psychological practice on your prospects. If they’re balking on price, remove a feature or service and present the discounted offer to them. It’s likely, they’ll be thinking about the part you removed rather than the discounted price.
Being skilled at closing is arguably one of the most important techniques a salesperson can master. Find a mentor or fellow salesperson that excels at it and learn from them.
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