How to Close More Sales
Before you can expect to close a sale, you must first earn the right to ask for it. You do this by delivering on your promises, following up on customer requests and demonstrating professionalism. Show up for appointments on time, be prepared and approach each interaction with a genuine eagerness to serve the customer. When you focus on helping the customer rather than just making a sale, you naturally earn the right to ask for their business.
After any customer call—whether in person or over the phone—ask what needs to happen next. If the customer is unsure, make suggestions that move you closer to the desired outcome. Remember, the next step could very well be to close the sale.
Focus on Progression
Each step in the sales cycle should bring you closer to partnering with your customer. In every communication, keep in mind where you want to go and focus your efforts on progressing towards that goal. Without a clear direction, you risk taking steps that move you away from closing the sale. Stay focused on your purpose throughout the entire process.
How to Close More Sales
In most sales processes, your customers will make requests—whether for more information, a lower price, a product demonstration or customer referrals. Expect to be giving a lot during the sales cycle. A useful rule of thumb is to always ask for something after giving something. For instance, if a customer asks for a demonstration, ask for their commitment to move forward if the demo proves your product meets their needs. This is known as a pre-close, a strategy that positions the customer to agree to the sale once their needs are satisfied.
Demonstrating Value
In a price-sensitive market, the winner is often the one who can show more value than the asked-for price. Remember, value is determined not by the market but by your customer. Demonstrate that your product or service offers more intrinsic value than its cost and the sale will likely be yours.
A common mistake inexperienced sales professionals make is promising something they can’t deliver. For example, if your product requires shipping, be honest about the delivery time. Don’t promise an unrealistic delivery date just to make the sale. It’s far better to set a realistic expectation—even if it’s longer than necessary—so you can surprise the customer by delivering earlier than expected. This will make them feel you’ve gone the extra mile.
Over-Delivering and Building Trust
If you follow the previous tip, you’ll have plenty of opportunities to over-deliver. Delivering earlier than promised or exceeding expectations builds trust and makes customers feel valued. However, if you over-promise and under-deliver, you’ll erode the trust you’ve worked to build. This creates a diminished sense of value in the customer’s mind, making it harder for you to close the sale.
Dealing with Competition
In every sale, you will face competition. This may come from another company or from the customer choosing to make no decision at all. Avoid the temptation to put down your competition. Doing so puts the customer on the defensive and may cost you the sale. Instead, praise your competition where they are strong and then highlight where your company outshines everyone else. This positions you as confident, knowledgeable and respectful, which will resonate positively with your customer.
