How to Be Ready When It’s Time to Close

The actual closing of the sale is by far the most important step in the selling process. That’s why it’s critical that you know how to be ready when it’s time to close. Without that final commitment, you haven’t sold anything, have you? When you’re a pro, closing should be the most natural part of the process. Everything else you do leads to that point.

I teach lots of techniques for prospecting, meeting people, qualifying, presenting, demonstrating, and addressing concerns—and they’re all important. But, unless you can close, you’re like a football team that ca4.1.1n’t sustain a drive long enough to score.

The biggest complaint I hear from most salespeople is that they don’t know when to start closing. Those people just don’t understand the simple fact that a true Champion salesperson is closing all the time. He or she is constantly trying test closes and will go into the final closing sequence anytime they sniff the sweet smell of success (such as when they hear the client start talking as if they already own the product or when the client relaxes his or her body language or even when they begin asking more questions).

The problem with too many salespeople is they get so wrapped up in the steps in their selling sequence that if the prospect wants to go ahead with the purchase before they’re finished presenting, they lose their momentum and go tripping awkwardly into the close, which can cause tension and make the buyer hesitate or decide to re-think their decision.Believe it or not, there are buyers out there who will get sold fast. If you keep talking instead of closing, you’ll run the risk of un-selling them just as fast. So, during every step of the selling cycle, you must keep one eye on the prospect at all times watching for cues as to their readiness to go ahead.

Okay. They’re ready. Where are your closing materials?

To become a top professional in selling, you must always have your closing materials with you. You must be ready to close anywhere and at any time. I’m sure you’ve heard of sales being closed at lunch, on the golf course, or at the health club. I even have a student who closed a sale in a barn while the farmer was milking cows.

The salespeople who closed those sales and kept them closed were ready, willing, and able when the client was. They were able to change gears and move to their paperwork smoothly. The salespeople who lost those sales didn’t have their closing materials, or tried to manipulate the ideal closing setting and the client cooled off by the time they were ready to take the order.

Why make things so hard on yourself? A supply of closing materials should take up permanent residence in your briefcase, club locker, car trunk, home and office desk. Keep these forms handy everywhere you go.

Careful thought must be given to the how and when you’ll produce your closing materials. Many prospects will tighten up and try to change gears if they see you pulling out forms or reaching for your tablet. Don’t risk upsetting the emotional balance that’s tipped in your favor. Keep a clean, crisp form under a few pages of your presentation binder, notebook, or time planner at all times. It will be easily accessible and not require a lot of motion on your part to get it out. Nothing should distract your attention from the client’s every word or movement when you can see that they’re ready to close.

If at all possible, get into the habit of writing brief notes during every presentation. Your prospect will get used to seeing you writing and not be put off when you begin writing on the actual agreement.

Copyright Tom Hopkins International, Inc.