Being a Better Closer

Some sales people are known as “closers.” What makes some so much better than others at closing has to do with their drive as much as it does with their skill. Deals don't close by themselves. Top closers have demonstrated that they are focused on all the details required for success:

- they are thoroughly prepared, doing extensive homework for every edge they can find;
- they are responsive, following through on every promise that they have made;
- they have listened well, using these insights to develop a customer-focused strategy.

Closing isn’t a bag of tricks – it’s not quick talking or pushing someone into a solution. It has more to do with what you do before, during, and after the sale than the words you use to ask for the business.

There are 3 phases of closing that can help increase your close ratio:

1. Prepare to Close – Avoid “Product Dumping”

• From the start, keep your eye on your goal. Know your long-term objective (developing a lasting business relationship), but focus on the short-term target for every contact.

• Always have a specific actionable objective for every contact that spells-out what you want to accomplish at the end of each call.

• Know who your competitors are, and how the client and other decision makers and influencers feel about them. Most importantly, know how your client feels about you compared to your competitors.

2. Understand Their Needs – Sell Solutions

• Make sure you really understand your clients’ needs. Ask questions and listen to understand the clients’ objective(s), not just the current situation. Ask about business needs and their own personal situation within the business.

• Clarify decision criteria. Drill-down for specifics. Learn what drives their actions.

• During the sales call, check throughout each call for feedback from the client. Every time you position an idea – ask for a reaction to know where you stand and make adjustments.

3. Ask for the Business & Follow-up

• Confidently and concisely summarize your tailored solutions. Highlight the key points that the customer saw as positive and differentiating.

• Show commitment and ask for the business. Note that many (less successful) sales people actually never explicitly ask for the business – be a solid closer; always ask for their business.

• Stay on top of your deals. Don't be passive and don't wait for the client to get back to you. Send follow
  up e-mails and make calls. As you learn more, continue to refine your solution. Be proactive and persistent.

As a sales person, you work hard. The bottom line is that if you have done your homework and demonstrated value - then you have earned the right to ask for your fair share of their business!