Before we talk a little about the 5 closing techniques that will help you direct your efforts to close even more sales, I would like to introduce you to the holistic view of the process.
Although the name “closing a sale” says a lot and we don’t need to think much to understand the importance of this stage of the process in making the sale itself, it is always good to remember that it, by itself, cannot be constructed well without the previous steps: prospecting, qualification and nutrition.
As one of our consultants (Lucas) put it very well in his texts, there is a book called “The Challenger Sales: Take Control of the Customer Conversation (without translation into Portuguese)”, by the authors Matthew Dixon and Brent, where the same surveyed nearly 6000 sales professionals and came up with 2 key insights. The first insight comes from the following quote:
“53 percent of B2B customer loyalty is a product of how you sell, not what you sell.”
Is it clear why the process as a whole is so important?
Gathering a fair amount of important information about the lead’s profile, such as business type and information about the market, company size and past deals, can help build a much more efficient argument at the time of closing.
During the qualification and nutrition process, it is extremely important to know how to ask the right questions so as not to waste time and be sure of some things, such as:
- The lead has the ideal buyer profile, that is, it fits the persona that was defined for our business;
- He understands the pain he has and knows it needs to be resolved, otherwise he won’t be able to, for example, climb;
- He recognizes that you can be that solution he is looking for.
Once these three steps are validated, we can say that the lead is ready to buy and, therefore, all that remains is to convince him that your solution is the right one for him.
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- The Direct Closing
- asking the right questions
- Summarizing the strengths
- Creating a sense of urgency
- Anchoring through positive feelings
The Direct Closing
The direct close technique involves a direct order from the buyer to make the purchase. Sounds simple, doesn’t it? It really is, but there’s a really big feeling behind it.
If you understand that the lead is very excited or interested in what you have to offer, this can be a great technique. Ask direct questions like:
- Can I send the contract to be signed today?
- Now that everything is settled, can I send you the contract for you to sign?
- Now that we’ve lined up the most important points, I’ll send you the proposal in a few minutes. I’m counting on your return today. Do you believe it’s possible?
You can never be too careful when applying this technique. It can turn out to be a double-edged sword: either thing will go really well, or the lead will understand that you’re trying to push the envelope and give up on the purchase.
Asking the right questions
This is one of the most used closing techniques on a daily basis. In addition to being a much less intrusive technique than the direct closure attempt, here you can use questions like a thermometer to understand if the client is at the closing point and clear up any doubts that may have remained.
- Is everything I said within what you think is ideal for solving your problems?
- Are there any other points that were not mentioned that you would like to raise?
- If I told you that we are experts on every point discussed, would you be willing to sign the contract?
This type of question serves to clear any doubts that are hovering in the lead’s head. So, in addition to giving you scope to work around the objections he might have, these questions will help to show that you really have the solution he needs at that moment.
Summarizing the strengths
Here it is important to have had fairly reasonable intelligence throughout the previous process. After you’ve understood all the problems the lead has and talked to him about how you solve them, now it’s time to boil the whole conversation down to these essential points, showing him that you are, yes, the solution for all your problems.
For example, in the case of a complex B2B sale where you sell a business automation software that will make your customer’s life much easier, you say the following:
“Now that we’ve agreed that our solution can help you reduce human error during the process, more than doubling your productivity, reducing process complexity and making it much easier to comply with more bureaucratic requirements, do we agree that are we aligned? In your opinion, what is missing for us to close?”
Creating a sense of urgency
This is the part where we use fear, doubt, uncertainty and responsibility to create urgency and close a deal.
When we talk about fear, we are talking about goals, the disruption of a process and the consequences that they can generate both in the short and long term.
For example, if a person does not have a very efficient qualified lead generation process, what might be the possible consequences of this?
- The bottleneck in the sales process that can spread to other phases of the sales process;
- Not being able to reach the goals at the end of the year;
- Not able to climb in the future;
- Losing market share, etc.
Did you understand the logic?
All these points can be addressed to create a greater sense of urgency, transferring all the responsibility for not being able to resolve the situation (if he doesn’t hire your solution) to the lead.
Anchoring through positive feelings
In sales, you use anchoring in two ways:
- Associate your solution with good feelings;
- Associate buying indecision with feelings of fear, doubt and uncertainty (we just talked about that up here, remember?)
It’s easy to understand what to do, right? But in practice, this can be a little more complicated than you might think. First, you don’t have the caller’s explicit permission to create anchors, so if he realizes you’re doing it, things can get quite difficult.
One way to bring positive feelings to the surface, for example, is to try to make the lead remember a case where he managed to have a really important problem solved by an external solution and how good it was for him. From there, it’s just a matter of associating what you deliver with the same type of feeling.
Could it be that after this text it was possible to better understand what is your case and how this is being done out there?
I hope the text was informative and, if by chance, you understand that you need a hand in your company, please contact us through the website or through firstname.lastname@example.org, and I will be more than happy to answer you.