Whether you have seen the cult classic movie, Glengarry Glen Ross, or not you have certainly heard these lines –
A B C…A - Always…B - Be...C- Closing
Put that coffee down!! Coffee's for closers only.
We want the good leads.
We're adding a little something to this month's sales contest. As you all know, first prize is a Cadillac Eldorado. Anybody want to see second prize? Second prize is a set of steak knives. Third prize is you're fired.
This may have been the movie that single handedly stopped millions of people from going in to the sales profession……yet introduced some of the most repeated sales lines in history. Now, let’s talk CLOSING.
Q- What is the CLOSE?
A- First, Its not just the time to ask for the order. Sometimes the Close is simply the time to test the waters…something like, “At this point do you feel like we’re heading in the right direction?” Trial closes are critical to make sure you haven’t gotten off topic. Second, Closing is like a tennis match- may times you’re just hitting the back to them to see when and what the return looks and sounds like. It can be nothing more than you letting them know that you feel like you’ve accomplished what they asked you to and now they need to let you know if its game over or overtime.
Q- When do I start the CLOSE?
A- Literally from the time you leave to go the appointment closing starts because- if you are late for the appt. closing is tough; if you let your day affect you closing is tough; if you have not gathered the proper materials and done your pre-call research closing is tougher.
Q- How do I CLOSE? A- Ask and listen…just ask and listen. In other words, ask and shut up. And listen to understand, not just to hear. Don't be so eager planning your next Tom Hopkins worthy response that you miss the very heart of their answer. My kids asked my years ago, "Dad, why did you ask me that"? I told them, "Because I'd like to know the answer." If you thought it was important enough to ask about, give them the time and respect to make it worth their while as well. You play navigator and let them tell you what they need to tell, sometimes more than you need to know, but it they want to tell- you want to listen. You don’t have to have some magic phrase that leads them to your decision. If you’ve read my “Be”-Attitudes article, posted in the last few weeks, I can tell you that if you’re those 5 “Be”-Attitudes many times the Close will occur organically with nothing more than, “…what makes the most sense for us to do next”? They called you for the meeting for a very specific reason. Identify it, determine the impact of the problem not being fixed on its own, determine their budget (including the $$ the issue has cost them already and the running cost not to address it), your solution to resolve it and the ROI of that solution, and ask them to allow you to partner with them from this point on. One of my favorite closes is so simple and it should be stated to them when you begin your “reason for being here”. Right before you go into your presentation, tell them “I’ll commit this to you- by the time we leave today you won’t have to worry about _____ any longer”. When you are ready to ask for their trust and the opportunity to serve them restate this – “As I committed to you when we began our conversation…by the time we wrapped up our discussion you wouldn’t have to worry about that anymore. You feel the same way now don’t you?”…(Wait for answer) Great! What do we need to do to get moving to the next step with your team?”
One of the things I’ve noticed on Linked In is the great level of expertise within the community. Many of the items that are discussed or shared are not new, just great timely reminders for us. I hope this simple revisit of Closing has reminder you of the ways you have successfully gone to market in the past and gotten you refocused for the next opportunity.
If you’d like to discuss a more specific closing challenge you have reach out to me through LI or at kevinoneal921@gmail.com.
