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How to Close a Sale & Provide Ongoing Service

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  • 0:03 Working Toward the Close
  • 1:52 Closing the Sale
  • 2:33 Building a Partnership
  • 4:03 Lesson Summary
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Lesson Transcript
Instructor: David Whitsett

David has taught computer applications, computer fundamentals, computer networking, and marketing at the college level. He has a MBA in marketing.

What's the most reliable way to close a sale with minimum drama? Work the sales process properly throughout the deal. In this lesson, we'll examine what steps you should be taking to make a sale and what to do afterwards.

Working Toward the Close

In baseball, a home run doesn't count unless the batter touches all of the bases as he heads for home. In sales, unless you have followed a few key steps along the way, the close may not go as planned. First we'll look at those steps, then we'll talk about what to do at the close and how to keep the customer happy afterward.

Here are the key elements as you move toward the close:

  • Earn the right to ask for the sale - Closing a sale means earning the right to do so along the way. Being on time for appointments, answering questions promptly, delivering on all of your promises - these steps matter. Lay the groundwork properly so there's less drama at the end.

  • Identify the decision maker - Before you ask for the sale, you need to know who the decision maker is and what he or she needs your product to offer. The person you're talking to might not be the person signing the sales order. Meet the decision maker if possible.

  • Make sure you've identified their pain points - Businesses buy products that solve problems. What is your customer's pain point and how does your product help?

  • Create a sense of urgency - Attaching a deadline of some kind can help move the client toward a right-now decision. A limited-time offer will give them an incentive and make them feel like they're getting more value. Be careful not to pressure the client, though.

  • Handle objections as they come up - Try to anticipate what objections the customer may have so you can be prepared with an answer.

  • Always ask for the next steps - At the end of every meeting or call, identify the next steps and get the client on your calendar. If you have handled all of the objections and built more perceived value than your items cost, the next step may be the close.

Closing the Sale

You've rounded third and are heading for home plate. How are you going to score? There are many books full of traditional closing techniques for different situations, but many of these may feel manipulative in today's world. If you've knocked down all of the objections along the way and you have built sufficient value in the customer's eyes, you can end things with two questions:

  • Have we answered all of your questions about our product? - This will smoke out any lingering questions and help you move forward.

  • Is there any reason we can't move forward with this order? - You'll either get the close (a win) or more information about what you need to do to secure the deal (also a win).

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