How to Close Better
The number one question that I get from business owners, sales professionals, and just from people in general is “How do I close better?” The thing is, there isn’t a one size fits all way to close. But if you take my message and apply the concepts, you will be on your way to becoming a better closer.
Closing happens from the result of a series of small things and small steps tat must happen during a “sales conversation.”
- You must have rapport. Your client must trust you, and if all your doing during the conversation is worrying about the close, this probably won’t happen.
- You have to be able to ask questions that uncover the problem. If you know that your product meets a particular need, then you want to make the client realize they have that need.
- You need to be able to clearly address, show, and demonstrate how your product fits the need. You have to paint a picture of exactly what this product will do for the client.
- Earn trust through under-promising and over-delivering. Being able to deliver earlier than promised makes the client feel valued and leads to closing more sales.
- Being on time to appointments and phone calls. If you show up late or don’t make a call on time, you may not close because you begin to look unreliable to clients.
- Asking pre-closing questions. Always check to make sure you’re on the same page as the client. If they aren’t seeing the benefits of your product, you need to ask more questions.
- Ask for the sale. The number one most obvious secret to closing better is to actually ask for the business you are seeking. Once you’ve painted the picture, ask for the sale.
Remember that sales is more than about closing the sale. Always operate with honor, value, and integrity, and put the client first.
This is the number one question that I get from business owners, sales professionals, people who are scared of selling, people who have been in sales, people who have not been in sales. You name it, I get this question all the time. “How do I close better?”
I’ve been in sales for nearly 25 years and in a professional sales role for 10 of those. I’m sure I take some of my actions and things I do for granted because I’ve been doing them so long and they just are second nature. When I first was asked this question I really put a lot of pressure on myself, “Hm, how do I tell somebody and give them a fool proof strategy and give them tips and keys and everything on how to close better?” I really racked by brain for a long time because I thought, “Okay, well who am I as a coach or a mentor or a sales person if I can’t even teach somebody how to close?” I really thought about this for a long time.
What I realized is that what I know and believe deep down in my heart is that there isn’t a one size fits all way to close. Like I can’t- I don’t feel right if I sit here and I give you, “Okay, say these four things and you’ll get a guaranteed close.” That feels fake to me. I teach people how not to be salesy. That feels salesy to me if I’m sitting here going, “Oh, this is how you close.” I just don’t believe in that because I believe a few other things I’m about to share with you.
If you’re looking for that one secret tool, that one thing that’s going to hep you triple your closing ratio, that one thing you’re waiting for me to say, then go ahead, go to the next blog, move on because you’re not going to find that one secret sauce that you apply it today, you’re going to close 55 sales. That’s not happening, alright? But what I will tell you is that if you really take in this message I’m sharing today and if you apply the concepts and you understand where I’m coming from, that you will become a better closer because as you’ve heard me say in the previous post, “Sales is Whack” is that sales is not about flipping on a switch: now I’m in sales mode, now I’m in closing mode.
I believe that closing happens from the result of a series of small things and small steps that must happen during a “sales conversation.” What I mean by sales conversation is that from the point that you start conversation with a potential client to the point that they come on board or they say it’s not for them. That’s a sales conversation. I teach people all the time to reposition in their minds how they view sales because it’s not this big event everyone makes it out to be.
Closing and how to close better is a series of things that happens over the course of the sales conversation.
Number 1: you must have rapport
Rapport= having that trust that comes with dealing with a potential client. Your client must trust you. So for example, if all you’re doing is worrying about the close and how do I get them to say yes and all you’re thinking about is that… and you’re asking for the business too soon before you have trust- forget it. It’s not happening. So if I gave you that secret formula on how to close and you used it before you had trust, I mean it would never work for you. So you have to have that rapport in there and you have to have trust with your client, okay?
Number 2: you have to be able to ask questions that uncover what the problem is.
If you know that your product serves a particular need. Let’s say your product is chapstick and you know that your chapstick helps people with dry lips. You meet somebody and you ask them if they have dry lips. Well maybe they don’t think they do and they’re like, “No, I really don’t have dry lips.” But then it’s your job to ask a series of questions based on what you know your product can provide to somebody.
You may ask them questions like, “Hey, have you ever noticed about midday maybe your lips are a little itchier and they’re a little scratchy? You have an itch on your lips and you maybe lick them or you drink some water to help out with that?”
And they may say, “Oh yeah, yeah, actually I did notice that.”
You reply with, “Well can you think about what it would be like if you didn’t have to do that? And you wouldn’t have to have those little cracks that start to come?”
And they respond, “Yeah, you know what, that would be nice. Now that you point it out, I guess I do get dry lips”
I mean that just a really silly example but you would ask questions around what it is that you offer and the problems that you solve to uncover those problems.
After you ask the question you have to be quiet and you have to let the client speak or the potential client or the prospect. Let them talk. Once they’ve answered your questions, just keep asking more:
Why? Why do you feel that way? What would happen if it weren’t that way? What would happen if it were fixed, if it were better? What would that look like?
After you’re done asking the questions and being a consultant to them, it’s good to repeat back their issues and problems to show that you were listening and also clarify to make sure that you understand. So you say, “Hey, client, I just want to make sure that I got this right….”
Number 3: you need to be able to clearly address, show, and demonstrate how your product or service fits their needs.
So you have to be able to relay it back to how you can help them live better, feel better. What is it that they’re going to get out of it? You have to be able to paint that picture.
So let’s say you’re working with someone on how to change mindset. Well, you can’t just be like, “Oh, I’m going to change your mindset.” They’re going to say, “No, I don’t want my mindset changed.” But if you’re working with someone and you tell them that a result of your work together, they are going to have more clarity. They aren’t going to be frustrated because they don’t have clarity. They’re going to be clear, they’re going to be focused which means they’re going to get more results, which means that they’re going to sell more. Which means that they’re going to grow their business, which means that they’re going to have more vacation. So you have to paint the picture of how your solution fits their problem and can make their experience better.
Number 4: Earn trust through under-promising and over-delivering.
So let’s say you’re tell your client you will email them or send them something Friday at 5pm. Even though you know you can get it to them sooner, you’ll tell them Friday at 5. Then you’ll deliver Thursday at noon. You could even give them a little call and say, “Hey, that thing that I’ve been working on for you, I’m actually getting it to you today because it’s really important to me and I want to make sure you have these resources.”
Stuff like that will help create the experience for somebody, which will lead to the ability for you to close more sales. It’s all these little steps that go together.
Number 5: Being on Time to appointments and phone calls:
If your first impression, you’re not even on time? Forget about closing. If you show up late or if you’re late to a call and you want to know closing like how do I close better? Well, time out. Hello, you’re not going to be able to close because you’ve got to recover from that if you’re late. So you’ve got to be on time.
Number 6: asking pre-closing questions.
Checking in to make sure you’re on the same page. If you’re explaining a solution to them, you can say, “Do you see how this benefits you?” And if they say, “No, I don’t really see how it benefits me”. Well then you know that they haven’t attached it to something and then you have to ask more questions. But if you didn’t ask those pre-closing questions and then you went to close, you would have no idea if they were on the same page as you. So all these little things that go together, okay?
75% of sales people, business owners, coaches, mentors don’t ask for the sale.
Number 7: ASK FOR THE SALE!!!!!!!
If you want to close better, the number one most obvious secret to closing better is ask for the sale. Oh my god, you have to ask for the sale. You have to ask for the business. I’m telling you, 75% of people forget or they’re afraid to ask, alright? And naturally when you’re in a conversation it should be obviously that it’s time to ask for the business. If you’ve lead them down the path, they’re on board with how you product or service can benefit them, they see the value. You’ve painted all the pictures, you’ve done everything right, all these little things that I’ve shared.
You’ve done all that then it’s kind of like, alright, well get out your credit card. Let’s move forward. Do you want to pay cash or credit? It should be a natural progression. Alright, let’s get started. In order to get started, I need you to go fill out this form. I need you to sign this contract. I need you to set up this appointment with Susie to get you all started. When do you want to start? It should be obvious that you lead right into the close, okay?
But if you’re feeling uncomfortable or you’re afraid or you forget, give yourself reminders. Like in your notebook, just put a big thing in there that says “close the deal” so that way maybe you’re looking through you final notes and there’s that post-it note that’s like, “oh my god, yes, I’ve got to close the deal”. So you have to remember to ask.
The big thing about selling, closing, all of these things is that it’s
80% mindset and 20% strategy.
If you don’t feel like and you don’t assume the sale, and what I mean by that is using your own conviction about your products to just already go in there with the vibe that I know that my product will help you- Not in arrogance, I’m talking about already going in knowing that your products will bring value to those who it’s a good fit for.
So when it is, there’s nothing that’s should hold you back from offering it to that person because that’s not- If you don’t offer it to somebody who could genuinely use it and you forget to ask for the sale, shame on you because you’re being selfish because you’re making the decision for them. You have to be willing and able to give them the opportunity to say yes or no what you’re providing.
So remember these things when it comes to closing the sale. Here’s what I pretty much am saying. Closing is an actual step in the process. Please stop looking for ways to close the sale, okay? Treat people right, treat them with respect, ask the questions. Find out how your products or services can fit their need. Paint the picture on how it will. Operate with honor, value, and integrity. Don’t ever sell something to somebody that they don’t need or you know that won’t benefit them. Be on time. Under-promise, over-deliver. Do all of these things that I’ve just shared and then closing will be just a natural act for you.
The biggest thing is remember to close the sale. (::HINT HINT:: THIS IS YOUR MONEY MAKER, IF YOU DO THIS, YOUR SALES WILL EXPLODE, THIS IS THE SECRET SAUCE…!!!!) I