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Now that was a lot of good information.
Greatly helpful
out of 10
13 votes
How many ways can you “close” a sale?
Regardless of the type of business you operate, your ability, or lack thereof, to complete a transaction can make the difference between survival of that business or its demise.
Written May 01, 2010, read 3920 times since then.
Sales is a science –
Consistent, successful selling is an art! -- IV
How many ways can you “close” a sale?
What does closing a sale mean for you? Are you sure that your definition is what it really means? Regardless of the type of business you operate, your ability, or lack thereof, to complete a transaction can make the difference between survival of that business or its demise. You must learn how to sell, and you must know how to close a sale.
An experienced, professional salesperson often has a list of closes. Most salespeople believe that the more closes they know, the better their chances of making a sale. There is some truth to that. Our appetite of accumulating stuff and always try to get a better deal does make us susceptible to being closed. There are varying styles and different methods of closing. There are specific names for these closes, such as 4-square close, drop close, negative close, small-yes close and of course the lost-sale close.
To be a successful sales person, you do need to understand the sales process and be equipped with the right tools. Yet, it is even more important that you know the kind of sales person you are. You need to be able to access your own database & resource center at will and understand how to connect with people and stay connected. This is the real key to sales success.
Are you a schmoozer or a closer?
Which one are you? What is your style of selling? This can mean the difference between making a sale once in while or making lots of sales all the time.
At first glance, both the schmoozer and the closer appear to be similar. Each provides information, answers questions, always listens, and is friendly, likeable and patient. Both are some of the nicest people on the planet. Each is affable, equipped with amazing people skills and is knowledgeable.
So what is the difference? It is a big one. A schmoozer would rather have a root canal performed without anesthesia than ask for the order. If the prospect decides to buy, a schmoozer gladly takes the order. However, a schmoozer never brings up the subject. This sales person does not want to pressure the buyer. In his/her view asking a closing question is inappropriate, rude and akin to applying pressure.
When you picture the schmoozer, picture someone who is always there, doing anything the prospective client even hints at - patiently waiting, hoping for the next sale to come his/her way. Yes, a schmoozer does make sales. Selling, after all, is essentially a matter of numbers, ratios and the perceived need for a product or service that is being sold.
In direct contrast to this, a closer approaches every interaction with the prospective client with a well-defined strategy that is designed for the sole purpose of completing the transaction.
- A closer asks closing questions from the start. He/she views the sale process as an exact science.
- The closer breaks it down into phases with specific, precise and well-defined outcomes for each phase that conforms to the larger outcome - making a sale.
- Every interaction is intended to move the prospective client in that direction. He/she obtains an agreement on each phase before moving to the next one.
- He/she anticipates and is prepared for all eventualities and has committed the required time, energy, resources and effort to become equipped with the needed skills.
- The closer has fine-tuned tactics and honed strategies that have been carefully thought out. And the closer has rehearsed them.
Close in a cooperative frame, not a confrontational one!
Too often, I see sales people get all geared up for the close, as if it were a competition, even a battle. They appear to believe that the more clever the angles they can come up with, the better their chance to close the deal. Unwittingly, and unnecessarily, they turn an all-important phase into a battle of wits. Sometimes it simply becomes a competition of who can ask more questions and who can answer each one. Is the last person standing supposed to win?
It is this confrontational approach that justifies the schmoozer’s apprehension.
Closing is not some crafty trick that you come up with at a certain point in the sales process to get the prospect to sign on the dotted line. It is also not some imaginary moment in the sales process when the two sides go to war. It is a carefully designed constitution of the entire sales process that ensures an efficient and mutually rewarding transaction.
A masterfully crafted sales presentation can almost eliminate the need for a close. It can make the entire interaction flow smoothly so it moves naturally towards a mutually expected conclusion – one that makes sense to all parties involved and one that places the prospect’s interests at the forefront – one that demonstrates respect for their decision making abilities! When a close is handled in this manner, it becomes the start of a new, warm and respectful relationship rather than the conclusion of an unpleasant experience.
The answer in the questions!
Here is the basic premise. When you box someone into a certain decision, they go there reluctantly and are usually looking to get out of the box. When you assist and support prospects in arriving at their decisions on their own, then they own those decisions. Not only will they stand by them, they will even protect them.
The most effective way to assist and support prospects in making important decisions is to help them define and understand the key issues and then provide them relevant information. This can best be accomplished by asking the right questions at the right time. It is important to stay away from crafty, closed-ended questions. Ask open-ended questions and respect the answers.
It is never too early to ask for the order either. I follow the principal ask early and ask often. Most of my presentations start with, “Before we get into the nitty-gritty of things, can you think of any reason that will keep us from doing business today?” This almost always leads to a very insightful and productive conversation and helps me define the rest of the conversation. I also frequently stop and ask, “Are we on the right track?” or “Is all this making sense to you”?
Converting from a Schmoozer to a Closer can be profitable.
Selling is a commercial activity. Your success at it can easily be determined by measuring your closing ratios. Higher the closing ratios, more money you will make. One can move from being a schmoozer to a closer in three simple steps.
- Break down your sales process and presentation into specific, well-defined segments.
- Develop clear and concise outcomes for each segment.
- Obtain complete, unequivocal agreement on each outcome before moving on to the next one.
Follow these simple guidelines and craft the right questions to ask at the right time, and you will be able to put a lot more money in your pocket.
Nadir Zulqernain, Ph.D. Mentor For Hire, SalesTrainer, International Business Protocol Coach. Student of human behavior. "Without continual growth & progress, such words as improvement, achievement, & success have no meaning." Ben Franklin
Learn more about the author, Nadir Zulqernain, Ph.D..
Comment on this article
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Posted by Michael Schuett, Renton, Washington |May 11, 2010 Nadir,
Excellent. As this gets read more and more, as it should be, I suspect that the articles rating will drop to somewhere around 7-8. I say that not because the article is not a 9-10. I say that because of the number of schmoozers out their who strongly defend their weak sales approach. They look at efforts like yours and like mine, in the several articles I've written on sales and closing, as promoting a subject that is somehow beneath them. A good closer is a "Professional". They are someone who takes pride in their work, and does what is sometimes uncomfortable in order to be successful. I might have added in your article that asking the closing question is often uncomfortable. No matter how polite, gentile, and appropriate the question may be it can be uncomfortable. The fear of rejection makes it so. And I believe fear is why some many are and promote Schmoozer sales practices. Good work Nadir. I hope this article is well read. I intend to promote it on my Twitter and FB profiles. I encourage others to do likewise.
Michael Schuett
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Posted by Richard Whitaker, Federal Way, Washington |May 13, 2010 Great article, Nadir. I always have believed that someone is going to buy. My prospect will either buy my service or I will buy their reason not to do business with me.
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Posted by Lisa Reese, Nashville, Tennessee |May 13, 2010 Nadir, you bring up some really great points. It is always helpful to be reminded of how important actually completing the sale is- both for the client and the salesperson. After all, you cannot help someone with your product or service without closing the deal!
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |May 13, 2010 Lisa, thanks for taking the time to read an then comment on the article. I am always amazed at how many people miss the key point that you have articulated so well in your comment.
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Posted by karl christopher, Seattle, Washington |May 13, 2010 if you want to learn about closing a sale, goto one of the big temples in cambodia, or to the beach in goa, india. the vendors on the beach know every sales method and close there is. i went. paid to much (the first year) the next month the CEO of my company called a meeting and talked about "closing sales" and every single method he wrote on the white board i heard on the beach in goa... from 14 year old girls and younger.
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Posted by Pamela Bellah, Issaquah, Washington |May 13, 2010 What was valuable insight for me (in addition to the reminder to close) is that closing a sale need not be anything more than a supportive informative process that eases a client to their own natural conclusion, by helping them define and communicate their own wants and providing key information. Perhaps not the main point -but it is the gem I left with. Thank you.
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Posted by Audeliz Angie Perez, Monmouth Junction, New Jersey |May 13, 2010 I'm both: A schmoozer and a closer! I have to be because some clients don't respond to pressure. Or they respond to pressure once I've built rapport and trusts.
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Posted by Tad Dobbs, Trophy Club, Texas |May 13, 2010 Nadir, Excellent article. I realize that I need to work on closing as I have a tendency to be a schmoozer. The information that you've presented in your article has helped me alleviate the fears that I have, and I'm looking forward to my next client meeting to become a closer.
Power Your Brand. Storm the Marketplace.
Tad
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Posted by Steve Porter, Bothell, Washington |May 13, 2010 Right on target. Assuming that we truly believe that our prospects will be better off working with us (do we all REALLY believe that?), then the only way that we can actually start helping them is by asking great questions to discover exactly what they need, and then proactively moving the discussion towards their decision to buy. It can be too easy to wimp out and become essentially an unpaid consultant, or passively accept their objections and hesitations. What you're saying is what marketing and selling is all about. Thanks!
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |
May 13, 2010 Comments like yours make the effort of writing such articles worth while - thanks, Pamela.
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |
May 13, 2010 As long as you get to be a closer, a little schmoozing along the way is fine, Audeliz:-)
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |
May 13, 2010 Tad, Your comment, the information that you've presented in your article has helped me alleviate the fears that I have is a huge for me. Its the most rewarding thing I can hear. So, THANKS. Being in Texas, you are a little out of the way, otherwise, you would have really enjoyed my event schedule for 5/26.
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |
May 13, 2010 Thanks Steve.
Believing in the product or service one is selling is a prerequisite for salesperson of integrity.
Unpaid consultant is an excellent way to describe it.
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Posted by Bill Miner, Kitchener, Ontario Canada |May 16, 2010 Nadir, This is much needed information - well done. Needed by schmoozers, those new to sales and for us "well experienced" ones as well! People often forget that the close is the logical step in the relationship of the sale. How many times have salespeople left the meeting promising to get additional information while the client is left wondering "What happened?". They were ready to buy, wanting to buy yet the closing question was never asked. Both parties know why they are meeting with each other and asking for the close is the respectful way of showing that the time spent was of value.
Great article.
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |
May 16, 2010 Bill, Thanks for your kind comments.
If one could put a dollar value on the situation you described, salespeople left the meeting promising to get additional information while the client is left wondering "What happened?". They were ready to buy, wanting to buy yet the closing question was never asked
I am certain it will be into 10's of billions in lost sales, each year.
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Posted by Jerry Franklin, Kent, Washington |Jun 02, 2010 Nadir,
I am not sure if you read any of these. Have been trying to reach you. Was listening on Tuesday for your radio show that you had advertised. Again I was disappointed that you were not on. Called the station as I assumed I had the date/time wrong. They said they pulled you from the air, that you were a fraud and scammed them. Can this be true?
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Posted by Joanne Warner, Kirland, Washington |Jun 09, 2010 Jerry, not a wonder he did not answer your questions--he is a great schmoozer.
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Posted by Matt Lawrence, Seattle, Washington |Jun 11, 2010 Let me take this opportunity to reiterate that Biznik is a community based on building relationships.
In order to have a thriving and healthy community we need to trust that we are in a safe space.
By all means, strong debate and critical comments in the public forums are welcome, and necessary. Comments which further discussion and which lead to insight and knowledge are imperative. Mean, snarly, snarky comments meant to debase one another are not productive, supportive or aligned with a community spirit. Check your selves at the door. Enter with an open and sharp mind, ready to engage and support.
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |
Jun 14, 2010 Jerry Wilson!!! What a smooth operator.
NO profile, NO personal or contact information and NO OTHER ACTIVITY, as if she doesn't even exist. Join Biznik and start wondering about the absence of my radio show, even after I had removed from my profile, as if it had been on the air for 20+ year rather than a small weekly show out of Tacoma. Sounds very concerned, not through a direct message or an email or a phone call, not even by starting a new post, rather using my old posts??? Your actions speak for themselves, Mrs. Wilson or whatever your name is and who ever you re pretending to be today.
As to your poorly disguised personal and vicious attack on me, as a specific question - I withdrew from my radio show for personal reasons - below are excerpts from 2 emails from the General Manager of KLAY, Bob McCluskey, that speak for themselves and tell us about your integrity; perhaps you are allergic to being truthful and honest, Madame?
1. June 7, 2010 - I'm not sure who this guy is but nobody here has spoken to anyone with regards to this subject matter. This is not something that KLAY would do or say in any circumstance.* Bob.
2. June 9, 2010 - I pray that your health improves every day so you can get out there and continue doing the great work that you do. Please keep in touch. - Sincerely, Bob*
Well, Madame Jerry Wilson, my work and contribution for more than 25 years, speaks for itself and stands on its own. I am very easy to reach; my life story is on my website and I am always open to having an honest and productive conversation on just about any topic with just about anyone and I do not hide behind false names. My work and the value of services that I provide is evidenced by two key groups;
Bizniks of experience and substance who have commented on this very article; and - by the
Testimonials on the /what-will-you-say-business-coach.html the substance and stature of individuals who have written those Testimonials speaks for itself.
I sincerely hope that there would be no need for to engage in such a futile, nonproductive and silly conversation again.
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Posted by Kelly Kyle, Redmond, Washington |Jun 24, 2012 Hello Nadir,
GREAT article. I would like to invite you to speak at one of our Redmond Rousers ROTARY club meetings. Please contact me so I can connect you.
Your information here is awesome, and on point for our members to hear. Too bad people feel the need to attack you. Glad you responded the way you did.
Thanks, Kelly Kyle - Club President 2010-2012 www.RedmondRousersRotary.org 425-765-5433
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Posted by Nadir Zulqernain, Ph.D., Kirkland, Washington |
Jun 24, 2012 Kelly,
Thanks you for your kind words. I look forward to connecting with you.
Article tags
- sales
- sales training
- bottom line
- closing
- business growth
- sales process
- questions
- right time
- right questions
- schmoozer
- closer
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