Some sales people are having a hard time closing the sale, often because they are not doing what should be done. Improve on the closing techniques and you will improve on your sales batting average.
1. Target the right market
If you are selling something that does not cater to all, do not sell to all. You have to target the right market so your efforts will be focused. Start with the group where most of the people in the group will likely buy what you are selling. When you have saturated that group, then go to the next with lesser potential buyers. You just cannot sell a ski set to someone who lives in a desert unless he plans to go to the Alps, nor can you sell shampoo to someone who is bald unless it is meant to be a gift for someone else.
2. Do not sell; help instead
People do not want to be sold to but they want to buy. They do not want to pay; instead, they want to invest. Different approach, same result: a sale, but the latter is more appealing, thus, more acceptable. You do not sell a house. You help the person own a house. You do not sell a mobile phone. You help the person be able to get what mobile phone fits his needs.
3. Avoid questions answerable by yes or no
Questions can be leading. It is a powerful tool used by sales people, if used correctly. While questions that get the ‘yes’ answers are good if you mean to get the approving moments (series of yes answers to magnetize the buyer), if there is a possibility of a ‘no’ answer, then it is not good. Like, “Would you like to earn more,” would earn you a yes answer 99% of the time, but, “Would you like to buy my sewing machine,” would likely give you a no, 99% of the time, unless you asked a seamstress.
4. Highlight the benefits, not the features
Features are what the product is made of. Benefits are what good those features are to the buyer. “This Swiss knife has a toothbrush attached to it.” That’s a feature. So what? “As long as you always bring your Swiss knife, you always have your toothbrush with you so anytime you need it, you have it in your pocket. If you just happen to eat some onion bagel, you can easily go to the washroom and brush.” That’s the benefit.
5. Listen to objections and find solutions
When something is still misunderstood, there would be more objections. This is not just to shut you off. You have to listen to what the objection is. “The place is elevated. I just cannot go up.” That is an objection usually for real estate. You have to find a solution to make the climbing easier. “You can have walkalator installed, but at least you will not be affected by flood, in case it happens, you will be the last.”
Closing a sale is often ruined by the sales person. Listen to the client. Target your market, help them, guide with your questions, show the benefits, and offer solutions.