Closing the Sale: A Close is defined as "to put an end to; to finish." In selling, this means the process used to bring your prospect to a decision, whether it be yes or no. Closing actually is a logical progression of ideas bringing about a decision.
When to Close: Since the close is the process of helping your prospect make a decision, you should keep in mind that everything you say during the approach and the call is directed toward closing the sale. You begin closing the sale when you first start talking to your prospect. From the very beginning, all of your talking, thinking, and action is directed toward closing. Remember, the ABC's of selling are extremely vital to your success. ALWAYS BE CLOSING.
The Greatest Close: The very best close is a really enthusiastic, assumptive presentation. By creating an excitement and desire for debt settlement services through an enthusiastic and assumptive presentation, a "yes" in the final close is almost assured. One of your purposes for closing is to help fulfill needs, problems, and desires that were established during your phone call presentation. Something to keep in mind is that most times you will have more knowledge than your prospect about how debt settlement will fill their needs, problems, and desires. Therefore, it is important that you use your tools of salesmanship to show them how debt settlement will fill their needs, solve their problems, and fulfill their desires.
Why Close? A basic human instinct is one that we are all aware of and that is to "put off `till tomorrow." One of the biggest problems people have is making decisions, and because of that, many things that could be accomplished never are. Another basic human instinct is that people FEAR making the wrong decision. Because of this FEAR of making the wrong decision, people will put off making any decision. Many times your prospect will want to get out of debt but because of his past habit of not making decisions, he will hesitate to make one at the end of your presentation. It is very important that your prospects make a decision--whether it be a yes or a no--so that you can react to that decision and close again or move on if necessary.
How to Close: The how of closing involves several specific steps. Among these are the trial closes, the use of third person selling, attitude, and knowing your "close questions."
Trial Close: It is much easier for the prospect to make decisions on minor points. That is the purpose of the trial close questions. The prospect makes a series of smaller decisions rather than being confronted by one large decision. Trial close questions give you an indication of whether the prospect is interested in enrolling or not--it tells you the prospects temperature.
Examples
- As I am explaining the program to you, I would like for you to be thinking about how we might help you long term…and if you feel like we can help you long term, I would like to invite you to become part of the program, fair enough?
- What’s more important to you? Lowering your monthly payment or getting out of debt quicker?
- Can you see how our hands-on approach to settling your debt could make life easier for you?
- Can you see why others have enrolled in this program? Can you see how it would help?
- If you had a professional helping you through the process, wouldn't it give you more confidence moving forward?
- Can you see how this program would allow you to get back on your feet? It would, right?
- Wouldn't it be nice to wake up one morning free from worry about your debt? Wouldn't you like to have that happen right away?
Eight Yes’s Secures a Sale: Statistics show that if you can get your prospect to say "yes" at least eight times through trial close questions then you will secure a sale!
Using trial close questions in the presentation is like going down Main Street through traffic lights. As long as the lights are green, you can keep on going. If you ever come to a red light, you have to stop. At the yellow lights, you either proceed cautiously or come to a stop…at that point, a change has to take place before you can proceed down the street.
The same is true in closing. Each trial close is like a traffic light with the prospect at the controls. As long as he gives you a "yes" (a green light) you can keep on moving with the presentation and progress toward the sale. The minute you hit a "no" (a red light) you have to stop, handle the objection and then ask more trial close questions.
Remember, when people see red lights or green lights, they pretty well know what to do. It is the human problem of what to do on the yellow lights that causes most of the trouble. The same is true in the close. In selling debt settlement, it is not the yes's or the no's that will cause you not to do well, but the maybe's.
When a prospect responds to trial close questions with maybe's or indecision…proceed with caution by explaining more and asking additional trial close questions. You hope all of your prospects are excited and say "yes" to every presentation. The important thing is that you gently bring them to a point of decision.
“The” Close Question: For every call you should establish "a" close question that is designed to induce action. It is imperative that you develop a close question, memorize it, and ask it to get "results" from every call you take.
Examples
- Rona, as I mentioned, getting out of debt can be a very simple process, shall we begin?
- Denise, there are 3 steps when someone enrolls in a debt settlement program. The first step is they think about it, you shared with me that you have been thinking about it for nearly a year. The second step is picking up the phone and talking to a debt settlement company. That’s where you are right now. The third step is that you actually enroll in a program. By saying that you want to think about it…is going back to step number one instead of moving forward with confidence to step three which is actually taking control and doing it. Denise, let’s go ahead and get you started.
- Lenny, I can understand you wanting to make the right decision. Just by calling in today shows me that you want to do something about your debt situation. Lenny, you shared with me that you wanted to (insert: goals, super objective). That is why you called in today in the first place, right? Well Lenny, wouldn’t you like to get the process started?
- Anthony, several months ago, I had a client who had a similar situation to yours. He was so sincere about getting out from under his debt. He had very specific goals and reasons for doing them, but he didn’t get started because he wanted to “think about it.” After putting it off, he called back and enrolled….and was openly upset with himself for waiting. Now Anthony, I don’t want to see you make the same mistake. Let’s go ahead and get you started.
As you memorize and practice your presentation’s close question's you will have confidence to get results. You can best serve your prospect by going through the close question word for word with each call. This accomplishes two things for your prospect. One is it helps him to make a decision. Secondly, it saves the debt specialist valuable time by getting the decision out in the open. That means you will be spending less time in the sale situation and it allows you time to serve more prospects.
The fear of asking a prospect to buy is one of the greatest mistakes sales reps make. Remember, even though you want your prospect to say "yes," the important thing is that you want him to say something.
It is extremely important when asking the close questions to have a completely positive mental attitude. Assume your prospect is going to buy and never doubt his intentions to do so. Your confidence and assumptive attitude will affect the prospect’s confidence and attitude in making a decision. By the same token, you want to help the prospect feel that it doesn't matter to you whether he buys or not (it is ``his" decision, not yours). You should be low-key, but at the same time, you have to do everything you can to help him see how debt settlement will help him accomplish his goals.
The purpose of the assumptive close question is to make it easier for the prospect to reach a decision. Direct questions like, "Do you want it?" put a lot of pressure on the prospect. It makes it more difficult for the prospect to reach a decision.
First To Talk Takes The Goods: Once you have asked the close question, "SHUT UP!" The first person to talk, after the close question, takes the goods. When you ask the close question you must allow the prospect a chance to answer. He will answer with an objection, or with a positive response. If it is an objection, handle it, give "one more reason to buy," and ask the close question again (based on the new information, the prospect can now make a "new" decision). If his response is positive, immediately start the sales process--do not stall. Stalling by continuing to talk questions his decision, rather than reinforces it.
If a prospect hesitates to answer then just wait. It may take a minute or two but do not talk and let him off the hook--you must ensure a response, one way or the other. If there is a pause, then the prospect is merely "balancing the budget" in his own mind. Allow him time to do so.
Handling Indecision: If the prospect is having a difficult time in making a decision then go into the physical action close and start filling out the forms to be faxed or emailed. By personalizing it…it becomes "his" and lends itself to quicker attention.
Roller Coaster Closing: Many new sales reps make the fatal error of asking the close question when their prospect is at an emotional low. You never want to close your prospect until he reaches an emotional high. In the presentation for example, everything you say and do from the approach to the price saving's buildup will help you bring your prospect to an emotional high--which could be likened to the top of a roller coaster. Once you start talking about money, however, your customer will drop to an emotional low--to the bottom of the roller coaster hill. It is here that many reps will close--causing "death to the sale." Before you can close effectively, you must get your prospect back to an emotional high, or back on top of the roller coaster hill. The best way to do this is through third person testimonials, by painting a picture, and reviewing your prospects super objective.
One More Reason to Buy: Perhaps one of the greatest lessons a salesperson can learn is how to close sales without any pressure. Pressure is felt when a prospect says "no" and then the salesperson attempts to close again without giving the prospect "another reason to buy." When the prospect says "no" he is really saying, "Based on the information you have presented thus far, I am not interested. BUT, if you can show me a significant benefit that I may have overlooked, I would gladly change my mind." You must give him one more reason to buy before closing again.
Examples
- Reading another positive client testimonial.
- Telling how CDMA has helped their prospects with the service.
- Demonstrating additional features of debt settlement, "Oh, I forgot to show you...," etc.
Once you have shown your prospect additional reasons why debt settlement will help him then, and only then, do you close again.
Tips to Remember
- Close with a strong positive mental attitude. Assume your prospect is going to buy and never doubt his intentions to do so.
- By the same token, you want to relax your prospect by letting him feel it doesn't matter to you whether he buys or not. "Everyone likes to buy... nobody likes to be sold." Create a "buying atmosphere."
- Never pressure your prospect with direct questions like, "Do you want it?"
- To be successful in closing, you must have the will to win. Selling is a win-win situation or a lose-lose situation.
- Always remember, "One more reason to buy."
- Continually reassure your prospect that he is making the right decision by enrolling.
- In every presentation, always ask for the sale by asking the close question.
- After giving each "one more reason to buy," always ask for the sale by asking the close question again.
- It is important that there not be a distinction between the presentation and the close. They should flow smoothly from one to the other.
- RELAX--At this point in your presentation, you can make your prospect uptight or relax him, depending on what your attitude and feelings are. If you relax, he will relax. This helps establish trust and confidence.
- Be sure to use third person testimonials.
- Don't make your offer too wordy and confusing--remember, "a confused prospect never buys." Make the close as simple as possible. Go low and slow.
Now, go close a sale. Today!
