For as long as anyone can remember, perfecting the close has been an all-consuming obsession in the sales world. Judging by the multitude of books, articles, classes, and workshops available that focus solely on the sales close, it's clear that sales professionals in every industry are always searching for ways to hone their closing techniques. After all, the close is the single most important aspect of a salesperson's process, right? Well, not if you ask Keith Rosen, MCC, author of "The Complete Idiot's Guide to Closing the Sale" (Alpha Books, 2007).
"The new truth about closing is this: Having to close a sale is the result of a breakdown that exists in your selling process," Rosen writes. "If you find yourself having to 'close the sale,' it has nothing to do with what you're going to do and everything to do with what you've already done (or not done)!" In his book, Rosen disproves age-old sales-close myths and turns the traditional closing model on its head.
Instead of focusing on the close, Rosen teaches sales professionals how to alter their entire selling approach to fit each prospect's buying and communication style. He writes that with his methods, "you no longer have to push, manipulate, or rely on generic or gimmicky closing techniques that have lost their effectiveness in today's rapidly changing marketplace." Following are a few of the tips Rosen serves up in his guide.
Get enthused
Rosen claims that passionate, electric salespeople who genuinely believe in their products are the most successful. In order to convince a prospect to buy your product, he says you must demonstrate enthusiasm and conviction about whatever it is you're selling. "A prospect can feel your energy and become excited because enthusiasm is contagious," he explains. "If you can harness this special power, you have dramatically reduced the time needed to close more sales. After all, your prospects are going to want whatever it is you have that has inspired such a high level of conviction and confidence!"
However, Rosen warns not to get overly excited or preachy when it comes to selling your product. Your passion will naturally shine through as you share the details with your prospect.
Learn to love the sound of silence
"Many of us wait only a split second to respond to a person's comments, questions, or objections," says Rosen. "You actually lose more sales this way than you'd care to realize." Rosen says that you should learn to be comfortable with silence during your sales calls because it creates opportunities to learn more about your prospect. That's because if you're not talking, your prospect will most likely start talking to break the silence. "Chances are, if they talk more, they are going to tell you more."
Rosen says you should wait a minimum of three to five seconds before responding to a prospect. This pause not only encourages the prospect to share more information, but it also gives you time to truly process what the prospect is saying. Additionally, waiting a few seconds before you respond actually lends you some credibility. "It shows the prospect that you are not just regurgitating the first thing that comes to mind or shooting from the hip," Rosen says.
Tap into logic and emotion
For years, experts have debated about whether consumers use logic or emotion to make purchasing decisions. According to Rosen, prospects use a combination of both. "Although some prospects draw upon logic and data to make a decision, the way in which we deliver the advantages of what we are selling and how it will enrich their life or career triggers the emotional response," he reveals.
That's why you have to tune in to both the logic and emotions that may be driving your prospect's comments and decisions. Pay attention as you present the details of your product and determine which benefits seem to get the prospect excited or interested. Rosen says once you determine which topics hit close to home for the prospect, you should ask him or her more questions that will trigger an even bigger emotional response.
Although the close seems to be the most painful and challenging aspect of the sales process, Rosen says it doesn't have to be that way. As soon as you stop dwelling on the close and start focusing on turning your prospect into a customer, Rosen says you'll be halfway down the road to success. In this beneficial book, Rosen introduces "a new and more powerful, yet natural, proven step-by-step approach to closing more sales with truly less effort that will pay back huge dividends."
Amy Bell is a freelance writer and frequent contributor to the Agent's Sales Journal. Visit her Web site at www.writepunch.com or email her at amy@writepunch.com. "The Complete Idiot's Guide to Closing the Sale" can be purchased at .
