For this occasion Augusto Diego Berard, brings us as a central theme: "The closing", which he calls as the act by which an agreement is reached within the sales management.
by Augusto Diego Berard*
There are two types of closure: partial or total. The partial closure is the agreement of a part of the business and leaves the door open, to continue advancing towards the total agreement of the operation.
Sales management involves negotiation and depending on the complexity of the agreement to be reached, partial closures are specified, until reaching total closure.
The total closing of the sale occurs when the customer pays for the product. If there is no effective payment of the sale, there is no full closure.
The purchase order or the delivery of a check in part of payment, does not imply a total closing of the sale. Only cash or the crediting of it to the bank account do.
Many sellers celebrate the moment they receive the purchase order or a check in part of payment. Disappointment comes if the check is unfunded or the purchase order is voided.
In sales, reality is marked by cash and not promises of payment.
Sales scenario
In the negotiation, both parties seek benefits and a conflict of interest occurs, motivated by obtaining them.
The best negotiator will take the largest portion of the cake. The skill of the professional salesperson will make the difference between a good and a bad business.
In the process of sales, emotional and psychological factors intervene. You have to know how to listen and read what the opponent wants to say, to identify the objectives that he pursues.
Harvard University professor Willian Ury, a renowned lecturer and negotiator, says that you have to "go up to the balcony" to get a rational and perspective view of all negotiations. He suggests not getting romantically involved with the business, so as not to lose objectivity.
Mental attitude of the seller
Closing sales, from the seller's point of view, begins in the east mind. The seller has to be totally convinced of the benefits that their products provide and must win the battle inside, before contacting the customer.
If the seller is afraid, he must recognize it internally and face it with action. Fear of rejection is one of the problems faced by all businessmen. It is a fear that paralyzes and does not allow progress. The successful salesman is the one who overcomes his fears and launches himself with a winning attitude to the conquest. The help of an experienced sales coach is of great importance, for all those salespeople who want to improve themselves and continue to grow.
The positive mental attitude is what makes half of the job successful in sales. It is earned before you start working.
A positive person, manages to achieve what he proposes. He knows and feels the closing of the sale beforehand. It transmits that feeling to the client and his environment, generating trust and good thoughts. He attracts fortune with his mind.
In these cases, the closing of sales is the natural result of a well-conducted process.
Customer behavior
The moment the customer receives the contact from the seller, the negotiation and the first partial closing of the sale begins.
If the customer perceives an unsafe salesperson, the customer will dominate the negotiation and get better benefits for himself.
Non-professional salespeople seek customer recognition, providing benefits, even against their own interest. This occurs, for example, in sellers who give up a part of their commission for sales, to obtain the order. They do not dare to face the negotiation with height and determination. They always say yes to customer orders and they take advantage of the situation.
A non-professional seller, grants greater discounts, payment terms and bonuses. It is the obligation of the commercial manager of the company, to detect this type of situation, to correct them and train the seller.
Causes why sales are not closed
Many sellers complain, and say they fail to close.
Closure is not something magical. It is the consequence of a whole integral sales process well carried out. If the closure fails, it is necessary to study the entire process that is carried out and detect the errors that are commented.
Detecting errors in the sales process is complex in many cases. Mistakes are made, due to lack of professionalism and / or ignorance.
If it becomes difficult to recognize mistakes, it is suggested to consult a specialist external to the organization, to provide their point of view. Always an external vision and in perspective, generates changes and improvements in business processes.
Some mistakes of the sellers
Talk instead of listening: the salesperson who speaks and displays a monologue in front of the client, does not know the needs that he has and for this reason, does not close sales.
The one that closes sales the most, is always the one who listens best: In the presentations, you have to take a cordial rhythm and according to the candidate with whom you are negotiating. Adapt the behavior, according to the client and the situation of that single moment.
Budgeting is not selling: many salespeople leave the interview, with the commitment to send a quote. They come to the company and tell their boss that they did well and that they have to send a quote.
They never or rarely sell. They waste many hours of the day, putting together wonderful budgets, which only serve the benefit of the client. The mistake made is not having collected information in the personal interview with the client and not having asked.
Consulting on what idea of prices you have or what budget you received from the competition, is basic and decisive when selling. You have to use subtlety, and get to know the client's motivations thoroughly.
The proposals have to be clearly differentiated from the competitions and the client must perceive them as unique and tailored to them. In the interview, you have to ask.
Send a quote, it does not sell. Budgets have their moment within the negotiation. Many times, the budget is used by the client, to compare prices of their current suppliers and to negotiate improvements with them.
The customer who just wants a quote and doesn't provide information, just looks for advantages for himself. He doesn't want to buy.
You have to overcome the fear of asking. Side with the customer and help them make a purchase decision. Advise you and show you the differences that the products provide with respect to the competition.
The price is unimportant, if the advantages and benefits of the products are demonstrated.
Some closing techniques
Assume the sale as carried out: The seller visits the customer and throughout the interview, he is relaxed and convinced that the sale has materialized.
It gives rise to no objections and only tries to finalize the details of the operation. Ask for the money naturally and put together the payment receipt without hesitation.
Faced with the attitude and behavior of the seller, the customer feels sure of what he is paying and closes the operation, satisfied with the purchase. Winning attitude and behavior, which only allows YES as an answer.
Deliver the pet for the client to take care of
Every purchase decision carries risks and stress. For the customer to fall in love with the product and become fond of it, you just have to leave it in your office, to try it and know its benefits.
When the seller returns, to pick up the product, he just has to ask how the customer is going to pay and take the money. The purchase decision had already been made before.
This closure is used in many direct selling products, and is very effective.
The customer becomes fond of the pet and does not want to return it when its owner appears.
Only two alternatives: ask and close the sale, giving option to alternative A or B and taking for granted the positive purchase decision.
As the shutdown approaches, ask: Are you going to pay by card or cash? Do we deliver the product to your home or office? Are you going to take 20 or 40 units?
Ask the customer for help: The seller makes every effort to convince the customer to buy the product and does not succeed.
It applies all the closing techniques and still does not get a positive response. Finally, the interview ends, after 25 minutes of negotiation. From this moment on, the customer lets his guard down and bids farewell to the seller with a cordial greeting.
He puts the pressure he suffered aside and is glad he didn't buy.
The salesperson takes the first steps outside the customer's office and begins to take distance. Suddenly, he turns around and comes back.
You ask the customer: dear customer. I have not been able to finalize the sale of my product and I would like to have your help. The client is surprised by the proposal.
The seller goes on to say: I ask you to help me understand the reasons for your refusal to buy the product, so I can improve my presentations and be of use to other potential customers. I would like to have your valuable opinion...
At this point, the customer is going to start talking and telling the real reasons why he didn't buy. With this information, the seller readjusts his proposal and ends up closing the sale.
Last minute discount
To achieve the closing of the sale, a special and unique discount is granted. The validity of the discount proposal must be credible and consistent. You can resort to this closing technique, rarely a year, to avoid losing the credibility of it.
Example: Mr. Customer, if you buy 50% more units today, you receive a special discount of 10% on the total purchase. This discount is granted, for "stock renewal".
*Augusto Diego Berard is a renowned business consultant. If you want to contact him write to the email: [email protected] or visit the website www.pampamarketing.com
