Always Be Closing: The Art of the Grand Finale

The three most important words for any business are: sell, sell, sell.  Good salespeople are constantly looking at situations as opportunities to complete a sale.  They never forget to bring contracts with them, never forget to ask for the deal, and never forget to get the client to sign on the dotted line. Just like the iconic line from Alec Baldwin in Glengarry Glen Ross, good salespeople understand the art of ABC: Always Be Closing.   If they want to survive in the industry, salespeople need to understand what it takes to get to “yes!”  There are dozens of techniques in the world of sales, but these are just a few things to keep in mind in order to close deals.

Know Your Prospect

Everyone wants to feel unique and important and good salespeople understand that selling is all about building trust and rapport with the client.  Take time to talk to the client and find out what is motivating them.  What are their concerns? What are they trying to achieve? Taking a genuine interest in your client and their needs will go a long way towards closing the deal.  After all, people like to buy from people they like and trust.

Be Authentic

People can smell a greedy salesperson from a mile away.  Clients can sense if you really care about them or you are just trying to get their money. Therefore, it’s important to convey to the client that you have their best interest in mind.  Avoid coming on too strong, as this is likely to backfire.

Define the Problem

Let’s face it…client’s don’t look to make purchases because they enjoy spending money.  They come to you because they have a problem that needs a solution.  It’s up to the salesperson to determine what that problem is and play to that by offering a solution.  For example, people don’t’ stop by car lots because they want to enjoy the afternoon outdoors.  They come to a car lot because they need a new car.  Maybe their car is too small or has too many miles on it.  Whatever the reason, the salesman will try to determine their motivation for buying and select a car that provides everything the person is looking for.  The fact is, even if someone wasn’t planning on making a purchase that day, they are enticed to commit when they feel like they have found a solution for their problem. 

Know Your Competition

No matter what you are selling, there will always be someone else selling the very same thing.  What is it that sets you apart from the competition?  Familiarize yourself with your competitors and be prepared to explain what makes you different.  You need to be able to convince the client that even if your price might be a little higher, they are getting better quality and service when they choose you.  This doesn’t mean you should insult the competition, as this could cost you the sale.  Rather, praise the competition for their strengths and point out where you can outshine them.

Create a Sense of Urgency

You should always attach a deadline to the deal to push the client to commit.  You might do this by offering a discount or special if they sign up now.  The goal is not to rush the customer, but rather give them a little extra incentive to move forward and commit.