Are You Missing the Close?

I think you'll find this article on closing of great value. Enjoy!

Are You Missing the Close?

By Robert Middleton

I tend to spend a lot of time writing about the front-end of marketing -- getting attention -- but not so much about the tail end -- the close. I'm becoming convinced that people are just as bad, if not worse, at closing than they are at getting attention. And this means that business that should by all rights be yours is slipping through your fingers.

And there's a lot of misunderstanding about closing. Closing isn't a one- time thing you do at the end of the sales process; it's something you do several times throughout the process.

But first, what exactly is a close?

A close is a question that asks for some kind of commitment. It asks for a decision (yes or no) or for a choice (this or that).

If you're not closing, you're "pouring from the empty into the void"; that is, just talking is going on. Information is being conveyed, questions are being asked, answers are being given, but no decision or choice is ever asked for or made. And the sale never happens.

Here are some opportunities for closes that you may be missing.

You meet someone in person and they show interest in your services. Instead of just exchanging cards, you use this close: "I have a report on improving teamwork. Can I send you a copy?"

You have asked and they will usually agree to receive your report. This first close paves the way for the next step in the process. And you have also put the "law of value" into action, which increases their level of interest in you and your services.

Add even more value by offering to assist in some way. You might be able to offer a resource, an idea or provide feedback of some kind. You make a suggestion and close by asking for a decision: "I'd be happy to review your brochure. I'll take a look and get back to you with some suggestions. Can you send me a copy?" Close accomplished, which gets you an automatic invitation to follow up.

Closes can also be used to screen out or qualify prospects and save you a lot of time and misunderstanding.

If someone calls and asks if you do a certain type of consulting, for instance, you answer with your Audio Logo and then close:
"What I specialize in is working with companies whose meetings are killing their productivity and who want meetings to actually increase productivity. Is this what you're looking for?" If the answer is "yes," you've saved a lot of time and can take the next step.

Closes can be used to nail down commitment when people are showing real interest, but haven't yet taken the final step. This is when you tell them exactly what to do.

They say, "I think executive coaching for our management team is a good idea." You say, "So do I. Here's the first step I recommend. (Name the step.) How does that sound to you? If they say "good," you have the sale.

My favorite close, however, is getting the prospect to ask you to close. If closing is the prospect's idea, then there is little or no resistance. I find this works well when I have a qualified prospect on the phone.

I spend most of the time asking questions, giving examples of results I've produced with other clients, and suggesting ideas they might try as well. I never explain how my services work until they ask. When they ask how I work they are really asking me to close. Don't miss it. It's time to nail down a decision or choice.

I usually explain briefly how my services are structured and how they are priced and then ask a very non-threatening question: "Does that work for your budget right now?" This is so much less stressful than directly asking if they'd like to work with you. If it works for their budget, then they have said they are ready to move forward.

Start looking for opportunities to close; that is, opportunities to ask for a decision or a choice. Several positive decisions inevitably lead to the final decision to work with you.

* An old sales saying goes, "Close early and close often." This is good advice, but usually misunderstood. It doesn't mean put on the pressure and make your prospects feel uncomfortable. It simply means asking for small decisions in the course of the sales process.

* Closes should never look formulaic. That is, when you close, you shouldn't look like you're using a technique. That's a turn- off and feels manipulative. Every time you ask a closing question you should sincerely want to know the answer. Your attention is very much on the prospect.

* Sales-closing techniques are neutral. That is, they are not manipulative in and of themselves. They become manipulative if your intention is to trick, deceive or cheat. So don't avoid using closing techniques just because you don't want to be seen as a "sales type."

* The opposite of closing is "order-taking." That is, you don't try to do anything to move the sale forward. You just wait to see what they want to do and then you tell them what you offer. Order- takers think they are being low-pressure and appropriate. They're really just missing the boat.

* In closing, timing is everything. It takes real listening and tuning into your prospect to close at the right time. You only get good at it by doing it a lot. The more contact you have with prospects, the better closer you'll become -- but only if you work at it!

"By Robert Middleton of Action Plan Marketing. Please visit Robert's web site at (http://www.actionplan.com) for additional marketing articles and resources on marketing for professional service business."

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Make it a great day and a successful week!

Ron S. La Vine, MBA, President

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