CLOSING- MARKET TO MARKET SELLING

Can you understand how the excessive use of sales closes may drive some prospects away from the purchase of your product? Its simple: The prospect realizes that he must answer to others in his organization -- or get rid of a trusted vendor -- which is less comfortable than your best closing techniques. He uses any one of dozens of techniques to postpone his decision, then stops returning your calls.
Customers have a decision process that helps to prevent impulse decisions. Sorry, but this is an unavoidable fact.
Industrial customers may be under pressure from sales psychology. Worse than appearing transparent and thoughtless, your excessive and repeated use of sales closes may permanently alienate your prospect.

You will be required to pitch the decision maker and others on your road to meet the decision maker. The decision maker may require steps in evaluating your product such as literature, meetings with subordinates, sample evaluations, process trials, price negotiations, comparisons to competitive products. They may use you, perhaps invite you in only to accumulate additional data that justifies their current supplier. You must contend with advanced corporate purchasing tactics.

Where do you start? First, realize that closing should be a way of working, not a script. Begin by understanding all of the steps that the organization will require to complete the sale. Then, agree on what you will need to accomplish at the current step; how you would be permitted to move forward to the next step. In other words, pre-qualify the customer's needs. This pre-qualification is basically your close -- done in advance! Your job is now to reach a mutual agreement that the customer's objectives are satisfied, clearing a step, allowing you to move step by step towards a check that clears the bank.

Believe it or not, you still have not closed. You will close only when your customer is completely satisfied. What's better than closing on a bank cheque? How about one of the greatest aspects of industry business: repeat orders?

My philosophy is to use one sales closing technique during any single meeting or phone conversation. Using too many closes in sales is a typical mistake; but, not using any is another mistake. Using one close during a meeting will help to move a deal forward. Using two closes may be helpful in very few cases. But, using three or more seems very risky to me -- in business to business product sales.

Furthermore, I use more of a conversational close, not a scripted close. For example, there are some purchasing agents who want to be asked for their order. If they seem to be this type, if they look interested, and if the time is right, why not simply ask for the order?

"Mr. ABC your needs are a wonderful fit for the capabilities of our Corporation. We are excited that your requirement fits with the phase transition with our corporation’s metamorphosis capabilities. During this time you have shown us your requirements and your concerns. We have shown how our organization is capable and focused on meeting all of your requirements. All of us at organization will work hard to make your program a success. May we have an order?"