When it comes to closing, timing is everything. And that leads us to:
Rule #4. Always Be Checking. The best way to know when it’s time to close, according to closing guru Linda Richardson, is to return the old ABC adage from “Always Be Closing” to “Always Be Checking.” The idea is to constantly get feedback from the prospect about whether it’s safe to close. That way, when you do close, it becomes less of a “moment of truth” and more like a natural extension of the conversation that you’re having with the prospect.
At convenient points during the sales call (after you have positioned your message, responded to an objection, answered a question, etc.) ask a question that draws out more information and which reveals the prospects state of mind relative to the progress of the sale. Nothing elaborate, just normal conversational stuff like:
- How does that sound?
- How would that work?
- What do you think about…?
Asking for feedback not only give you critical information about the prospect’s problems and potential to accept your solution, but also increases your confidence when it comes to asking for the business or the next step.
When you’re checking, avoid leading questions like “Does that make sense to you?” or “Do you agree?” while nodding your head. Prospects will almost always respond to such questions by nodding along with you, without really agreeing. Instead, ask questions that encourage the prospect to provide you with vital information. Example:
INEFFECTIVE:
Rep (nodding): “We have the best framistat in the business. Do you agree?”
Prospect (nodding back): “Uh huh.” (Thinking: “Yeah, I hear you.”)
EFFECTIVE:
Rep: “Do you think our service program could satisfy your needs?
Prospect: “We need a global deployment for service.”
Rep: “I can see why that’s important. We have international partners who deliver our services. How would that meet your concern?”
According to Richardson, the best part about “always be checking” is that half the time the client will say preemptively close the sale for you by saying something like “So, when do we start?”
On Monday, I’ll explain the exact mechanics of how to close. You’ll want to read that post first thing in the morning, because it’s going to increase your closure rate for entire week… and beyond.
Important: Click the “thumbs up” symbol at the top of the post if you’re committed to becoming a great “closer.”
