The constant search for prospects with enhanced Salemanship skills is fraught with dangers and mistakes. If able to overcome the pitfalls of choosing the right candidate your company is able to increase the rate of successful and happy clients.
Here is some sound advice from my favorite consultant:
If there was ever an art in sales, it is how to transition from the presentation to the close. Volumes have been written about this and yet it is still one of the most misunderstood concepts in sales. At its best, it can be awkward, at its worst, it can be painful. In our business, we aren’t “sellers” in the classic sense, but there still comes a point when me and the team have to make that transition from presentation to closing (just like you!) and here are ten things to keep in mind as you begin to rack up sales in 2018 and make it the best year ever!
- Smoothly transition from presentation to close. If you have been rolling right along in a friendly style, then shifting to an adversarial style to close is just harsh. Remember, closing is a part of the presentation, not an exception to it.
- Qualify your audience and make sure they know they are a good fit. Simple phrases like “Here’s who this works for…” or “The ideal scenario is…” and make sure they see that they fit that description.
- List the benefits of the product or service. In the presentation, you undoubtedly discussed the features(Right?), now you need to switch to benefits. The feature is the “Rich Corinthian leather” – the benefit is “it is super comfortable.” They aren’t the same and one man’s benefit is another man’s liability.
Auditor: Someone who arrives after the battle and bayonets all the wounded.
Economist: An expert who will know tomorrow why the things he predicted yesterday didn’t happen today.
Lawyer: A person who writes a 10,000 word document and calls it a “brief”.
Reveal any bonuses and volume discounts. If you have an add-on, now is the time to discuss it, but NOT as a retort to a pricing objection. Like benefits, you are using this to sweeten the deal, not close the sale.
- Reveal the price. Don’t make it too hard for them to buy!
- Reveal the justification. This is not about objections, this is about restating specific value points. If your price is higher (or lower) than similar offerings, then why is that?
- Mitigate risk. Again, you are still building value here – showing how they cannot lose in this deal because of the success rate of your customers, the guarantees offered, or the monthly pricing structure and lack of a contract.
- Summarize the offer. You might have been talking for more than an hour in a larger presentation, so being able to effectively summarize the “whole enchilada” in a specific bulletized screenshot or powerpoint is a great way to bring it all together.
- Give your call to action. This is where most closings go awry – you need a specific point in the presentation where you ask for the business. It could be simple, “All we need to get the process started is your name right here on the agreement and my team is ready to get started.”
- Shut your mouth. I can’t emphasize this enough. The first one to talk after number 9? They are the loser.
Don’t think too hard about all this – the best time to close new clients is to have a powerful marketing strategy that reassures them that you and your firm are ready and capable of providing the products or services they need. “Hard” closings aren’t for everyone, but following this simple formula will put more money in your pocket.