Why do sales people fail to close ? This is a question we spotted on a forum recently and it is an interesting question. With over 140 responses so far it has clearly got the juices going.
The key reason why sales people don’t close effectively is out of fear. They either don’t ask the question at all, or ask it at the wrong time.
For a sales person to close at the right time, all they need to do is understand where they are in the process and trust themselves and the process.
As a rule of thumb it is a good idea to open the prospect up by asking them some open questions (so that’s your 7 ‘W’s.) Then just listen attentively and pick up on both what they are saying and how they’re saying it. This will allow you to decide which aspects of your product or service are most relevant to them. You support this with some benefit statements explaining clearly and concisely why this is what they need – and then you watch for buying signals. Once you get a buying signal, the close should be the natural and logical next step.
And it should be remembered that the close is simply a question that’s all. No great drama, it’s just a closed question.
If they decline at this stage you merely go back to asking questions to uncover more about their needs. To ask the question at the wrong time means you’ve not used the above process accurately enough.
Finally, remember that “everyone lives by selling something” so there should be no great shame attached to going for the close.
Like most things be relaxed, remember you’re a human, relate to them as a human and the close and successful selling should become a natural ‘next step.’
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