I used to be in your shoes. A long time ago, I struggled with closing. I had a little voice telling me all the reasons why I couldn’t do it.
But you know what?
I found that if you lay down the proper foundation, closing is a natural end to a conversation.
Let me tell you what I mean by that…
There are certain basic elements that must be in place in order to close a deal. If you have these basics down, closing is more like arranging to deliver goods than closing.
Why is that?
Because if you’re laying down the basics correctly, you’re priming your customer for closing.
Here’s a breakdown of what it should look like:
Assess Needs Accurately
First, you need to show an understanding of where they’re at in their world. You do this by restating their problem.
Why is this step necessary if the client told you their problems?
Restating the problem helps both you and the client to focus.
The person you’re talking to has a million other things going on in their life. But when you articulate the problem you bring the focus back to you. It also helps you focus as well.
Ask Question to Close
All of your conversations with the prospect should set you up for closing. And that includes the questions you ask.
So, it’s not enough to state a problem. Follow it up with a question like, “Do you recognize this as being a problem in your business?”
The prospect’s response may be something along the lines of, “Yeah, Of course.”
You can also ask questions like:
Is there anything you’d like to say about that?
Does this make sense to you?
These are trial close questions. They get the person to start saying yes and agreeing with you. But, that’s not all.
The questions also allow you to see if you’re on track.
Solution or WIIFM (What Is In If For Me)
After all that, it’s time for the solution you have configured for them. But don’t stop there.
Try framing the solution in two parts: feature and benefit.
The feature may include creating metrics and understanding where the numbers come from. But the value or benefit comes from maximizing the areas they’re already good at and coaching them in the weak areas.
Take these basic, but necessary steps and closing is just a matter of delivering the goods. With your trial close questions, they’re already saying yes.
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