There are many factors that differentiate and often impact how effective one is in sales. While most trainers emphasize sales technique, and it is undeniably important, an even more important factor is whether the sales person "closes" the deal. No matter how superb one's presentation is, if the sale is not "asked" for, it will rarely come on its own. Of course, there are exceptions, but how successful one is as a salesperson is determined by one's closing ratio, or percentage of sales per presentations give. While a certain number of sales may just "fall in one's lap," the effective salesperson realizes that he must close in an effective way.
Each individual finds different techniques more effective for their personality, and their "comfort zone." It is important to understand that good closing technique does not necessitate being pushy, or overtly aggressive. In fact, quite often the opposite is true. Sometimes, it is as simple as asking, "What do you think?" or "Doesn't that make sense?" and then effectively listening and waiting for a response.
Salespeople must avoid the trap of interrupting, and in my three plus decades of training people in this discipline, I have emphasized a concept that I refer to as "Z.T.L." or "Zip the Lip." Simply stated, one should think of this as a sort of game, and after a question is asked by the salesperson to a customer or client, the first one to speak will almost invariably "lose," meaning if the customer responds he will buy, and if the agent speaks first, most clients will not buy.
Sales people should look forward to objections. I have given many courses on "Answering Objections," and often written about this. If someone states an objection, following a simple step by step, five step procedure, will generally effectively respond to the question. The fifth step in that process, is closing once again. These five steps are:
1. Restating the objection or question, and asking if that is indeed the objection, so as to have the ability to address the true concern. A simple way to do that is to say something like, "In other words, you are concerned about..."
2. Next, it is essential to empathize. One should understand that this is far different from sympathizing. Empathy is putting yourself in the other person's place, while sympathy is feeling sorry for them. A simple statement, like, "I can perfectly understand how you feel. In fact, I felt that way, and nearly everyone I have spoken to felt that way, until they realized a few things."
3. This step is to actually answer the objection slowly and carefully and thoroughly.
4. Then, follow up by recreating the need and "getting back on track," by saying, "In light of this... "
5. This fifth step is the one that for some reason many individuals in sales never get back to and do, yet, without this step, the probability of a sale being given is severely diminished. This step is the close, where you can say something as simple as "Doesn't it make sense to... today? Then wait for a positive response, and continue with the two or three option approach, thus avoiding the "yes or no" alternative. For example, ask which of the two or three options is best for them. Again, zip the lip, wait for a response, and then take the order.
Obviously, this is a simplification of the procedure, but outlines the necessity to become a "closer" and not just a presenter. When a sales person becomes a "closer," it means he is a success!
