Sales Minute

I was asked to speak at the Spartanburg (S.C.) Area Chamber of Commerce about closing more sales in September. They asked me to answer four questions in my presentation to local sales professionals. I thought these questions would be perfect to go over with shred heads and records management folks, too:

A: Closing the sale means securing a prospect’s commitment to become your client. Basically, it means your prospect has acknowledged the possible rewards of doing business with you outweigh the possible risks.

A: The close starts as soon as you create a "buying atmosphere" instead of a "selling atmosphere." My favorite sales trainer, Jeffrey Gitomer, says, "People don’t like to be sold, but they love to buy." You create a buying atmosphere by engaging clients about their businesses, not by talking about your business. If you have asked questions about your clients, you have handled all possible objections proactively, not reactively. Once you have built "know, like and trust" feelings, then you can ask questions to move the deal forward.

A: There is no "magic" time. Only you know when you should ask. You’re the one leading the conversation. If you have created a buying atmosphere, your prospects will talk themselves into buying your services.

A: Don’t ask for the sale too early. First, remove your prospects’ perceived risks of doing business with you and handle their objections before you ask for the sale.

Don’t talk the entire time. (Remember, your prospect should talk 80 percent of the time.)

Please don’t ever say, "What will it take to get your business?" That translates to, "I am too lazy to build a relationship with you and show you value. Just tell me how low I need to go to get you as a customer."

Show your prospective clients how you can provide them with more profit, more productivity, more customers and fewer hassles and they would be foolish not to do business with you.