As a small business, it is important for you to make the sale and drive your revenue up, but are you making the sales process too complicated for your customers? Are your customers saying no because they are genuinely not interested, or because they are confused? The easiest way to make a sale is to keep the process simple and easy to understand. Let’s take a look at some tips for closing the sale.
Less is more when selling
It is easier for a customer to say no if they don’t understand the information you are presenting during the process of selling your small business’ products and services. Are you using complicated terms or jargon that the customer may not understand? A confused customer is a customer who will say no, simply because they don’t get the points you are trying to make about your products and services.
When explaining the features and benefits of your small business’ products and services, the best advice is to keep the information simple and easy to understand. Explain things in way that the customer can process without difficulty. Keep the process as simple as possible and you will have a customer who is in the buying mood and will say yes to buying your products and services.
Sales tactics with a lot of details and complicated techniques are sure to bewilder a customer and cause their attention and interest to drift. When selling to a customer, you want to dazzle them with what you have to offer. Keep in mind that less is more, and you will be sure to get the sale.
Sales closes that work
When you have worked with a customer and are ready to close the sale, what techniques do you use? What works? There are several things to keep in mind. An alternate close, for example, offers the customer two choices, both of which result in a sale for your business. In this way, you are not asking for a yes or a no from the customer. You are asking which purchase they want to make. Their response will be one or the other, ensuring you a sale.
An assumptive close, meanwhile, assumes the sale is a done deal. You begin to write up the purchase and ask for the customer’s personal information as if they have already said yes to the sale. If they provide you with their personal details, they are in fact agreeing to the sale. This requires confidence and banks on your ability to have sold the customer on the value of your small business’ products and services.
A negative close, on the other hand, focuses on what might happen if your customer doesn’t buy your small business’ products and services right now. You have already discovered what their needs are and can emphasis that they will still have the same problems if they don’t buy from you. In fact, their problems may even get worse if they don’t take action now. Show them the cost of not purchasing your products and services, and how this can be a major disadvantage to them. This looks at things negatively, but can paint a dramatic picture for your customer that they will choose not to ignore.
There’s also the option of an emotional close, which may work for your business when you can identify ways that not buying your products and services will impact their lifestyle. Maybe it will have an effect on their time with their family or their personal life. Stress the things that you know are important to your customer and how your products and services can add value to their lives. They won’t want to miss out of these advantages.
Best-case and worst-case scenario closings define your small business’ products in a way that helps the customer understand the impact of buying. You look at the worst-case scenario if they don’t buy, and the best-case scenario if they do buy. The worst-case scenario will have very little impact on the customer (or even a negative impact) and the best-case scenario will have a major impact on them, showing them the benefit of buying your small business’ products and services.
A good salesperson will know what close to use with each customer they are selling to. At times you may have to use more than one approach to get the point across and stress the value of your small business’ products and services. Mix it up and stay in control of the situation. Anticipate how to react for each closing scenario.
Keep the sales process simple
When closing the sale, it is best to keep it simple. You have made your sales pitch and now it is time to close the sale. Paint the picture for your customer. Help them envision themselves using the product or service your small business offers. Use your words to help them relate and think about how they will enjoy what your small business is selling. This is your opportunity to get creative and paint a picture for the customer so they can see themselves buying and benefiting from the product.
During the sales pitch, as the person holding the information about your small business’ products and services, you want to control the conversation. You want to be able to tell the customer what they want rather than have them tell you what they need. Find their pain or need and appeal to their desires. Ask questions and anticipate their response. Your answers should influence their needs and direct their wants to what you have to offer. Keep in control and be sure to remain confident.
When you are selling to a customer, they may have objections. Don’t let these objections interfere with your sales pitch. Address them at the end when you have probably already covered whatever they might be objecting to. You may have already changed their mind with the rest of your sales pitch. Remember, you are in control of the conversation and have the ability to direct the customer back to the flow of your sales pitch.
Ask for the sale
You just can’t complete a sale if you don’t ask for it. The customer is taking their cues from you, and if you wait for the customer to say yes on their own, it just might not happen. You need to continue the sales process and ask for the sale. Be direct and clear. They might hesitate, but don’t jump on this as an opportunity to explain more about your business’ products and services. Give them the time to make their decision. The sale is not going to happen unless you ask for it every time.
After you ask for the sale, don’t accept any excuses that are offered. Be prepared to have responses to the most common excuses you hear. Maybe they don’t have the budget for your small business’ products and services. In this case, sell them on the value that your products or services offer. Maybe they need to check with someone else before they can make the buying decision. Take this opportunity to get the other decision makers in the room or on the phone so you can make your sales pitch to them, too. Whatever the objection, you should have an answer prepared. It is your job to make the customer feel like they can’t live without your product or service.
Using the assumptive close, which assumes your customer is going to buy from you, will not work if you haven’t done everything right from the beginning. You need to have controlled the conversation and truly discovered what your customer’s pain is and shown them how your products and services will solve their problem. You have to believe in the value that you are offering with your small business’ products and services and the benefits that they offer. Did you relay this effectively to the customer? Also, remember that you want to encourage further sales after the close. Did you develop a relationship with the customer that will ensure that they buy from you again? Customers will remember that good experience they had with you the first time they bought from you, and will return to you for their next purchase if their experience was good.
When closing the sale, always keep it simple. Remember that less is more, and this will help you close that sale every time.
About the Author
Kimber Clark has been the Sales Center Operations Manager at BizIQ for over a year. She oversees daily center operations, workforce management, employee development, efficiency improvement, training, and helps to make our team one of the best in the business.