The biggest pitfall some companies face in closing is becoming “lost in the sale,” which occurs after they’ve addressed the prospect’s questions and concerns, and it’s time to close the sale.
The fact that it’s time to make a buying decision may not even occur to the prospect.
What happens when prospects appear to understand the value proposition and their questions have been answered, but they do nothing? Some salespeople will repeat the same information, the same reasons to buy, until the prospect says yes or closes the door with a firm no.
No smooth transition
Sometimes the salespeople may not be confident about how to make a smooth transition to asking for the business. They may not be sure how to direct that next step without turning off prospects.
So they take a wait-and-see approach as to what happens next, rather than continuing to control the selling situation with a smooth transition into the close.
Keep repeating
Once lost, they assume that if they keep repeating the reasons to buy, and repeat them fervently enough, the prospect will eventually say yes. This approach may work sometimes, but it may turn off today’s educated prospects.
These salespeople forget that telling isn’t selling. Professional salespeople don’t wait to see what prospects will do next. They guide the sales process with the right words and actions, and they do it so smoothly that prospects never realize they’re being guided to a buying decision.
A good start
Most salespeople know if they are off to a good start or a cold start right at the beginning of a sales call. They can tell if the prospects are warming up to them and if a level of comfort is being established
They can gauge how well they are doing during the presentation. They can tell if the prospect understands and agrees with what is being presented. Even during the question-and-answer stage, salespeople can usually tell if the prospect is receiving their answers in a positive manner.
If you ask questions but fail to show prospects you’re listening to their answers, your questions will do little to help close the sale.
After responding to questions and concerns, it’s time to ask your prospect to take action. The person who asks the questions controls the direction of the sales appointment. When your prospects ask questions, answer them clearly, and then complete your answer with a question of your own that asks them to take immediate action.
Re-establishing rapport
The first step in responding to a closing question or concern is to re-establish rapport. It’s usually a good idea to let the prospect know that you understand why he or she didn’t say yes right away. Your goal is to relax the prospect so you can prevent sales resistance from gaining strength.
The level of rapport you establish with prospects will directly affect your ability to close sales. Prospects are more likely to answer questions about their needs if they feel you have their best interests at heart. Well-established rapport creates a comfort level that leads to trust.
Adapted from: When Buyers Say No, by Tom Hopkins and Ben Katt. Hopkins is considered to be one of the world’s foremost experts on the art of selling. Katt is a multi-million dollar producer in corporate sales and has a long track record when it comes to “sealing the deal.”
