The difference between top and average salespeople is not their knowledge of closing secrets or special techniques.
Here are seven characteristics of top closers:
- They believe in what they sell. Top closers start every presentation by assuming that prospects will buy from them. A passion for their products or services is their most effective selling tool.
- They accentuate the positive and eliminate the negative when they’re closing. Prospects respond far better to positive messages than negative ones. Top closers work hard to keep out negative influences. They remain upbeat, even when dealing with pessimistic prospects.
- They don’t allow themselves to get depressed, even when a sale fails to close. They maintain enthusiasm by repeating positive affirmations to themselves, such as, “I will close the sale because I have the best product.”
- They focus on prospect needs. The difference between convincing a prospect to buy and convincing him or her to buy now can come down to a strong understanding of buyer needs. They use benefit statements to create belief in their products or services.
- They speak in terms of value for the prospect. Top closers help prospects see not only the ROI they’re likely to receive, but how much the absence of their product or service is costing the prospect today.
- They listen first, sell second. Instead of making assumptions, top closers ask questions to uncover why prospects buy and how their buying process works. They take notes during their presentation to make sure nothing is lost.
- They show patience. They consider the longer buying cycle as an opportunity to educate the prospect. They recognize that prospects who turn into the best customers may be under cultivation for two or three years.
Changes in the marketplace that impact closing
Closing today is a lot different than it was even a few years ago. Here are seven significant changes in the marketplace that have dramatic influences on closing:
- The marketplace has become more crowded, competitive and mature.
- Trust is more essential than ever to close the sale.
- Purchasing has become consensus-oriented and is no longer based on relationships.
- The capacity to sell value rather than price is more critical today.
- Customers are looking for advisors and business experts who deliver results that exceed their expectations. They are not interested in salespeople who are only interested in selling a product or service.
- Buying decisions are being made at higher and higher levels, because of the strategic importance of purchases.
- Good closers develop strong relationships with prospects.