The questions many sales professionals ask are: “When to close a sale? How to close? How not to be pushy?” I still remember my first clients: a sweet young couple on their honeymoon in San Francisco. I was very excited and spent a lot of time presenting the beautiful photo they liked, telling an inspiring story about when and how it was taken and about the famous photographer Peter Lik. They loved it. They asked many questions. They talked among themselves about this picture. Did they buy it in the end? No they did not. Because? Because I didn’t close the sale. I presented the product and stopped. I didn’t take them to buy it and I didn’t finish the sale. I just dropped them off in the middle of the sale.
What would I do now in this situation? I would ask him the simple question “Would you like to have a nice and very special memory of the most romantic time of your life?” You could also add, “Imagine that 10 or 20 years from now you’ll still be looking at this photo remembering your wonderful honeymoon in San Francisco. You’ll show this photo of the Golden Gate Bridge to your friends, family, and maybe your future children.” The memory is priceless.”
Sounds like close and push to buy? No way. I see myself more as a friend who gives useful recommendations or good advice. I really care about my clients and I show it to them. Yes, I’m using one of my closing strategies, but they’ll never know.
Closing Techniques:
1. Close from the beginning.
No, it doesn’t mean you should ask, “Would you like to buy it?” from the first moment you meet the person. It means that you have to gain the customer’s trust, build a relationship, know his needs, ask questions, listen to him.
2. Learn to recognize when a customer is ready to buy. A customer can indicate that they are ready by asking questions about the product, your service, or the buying process, or they can show their willingness to buy nonverbally.
3. Don’t push or rush your client.
No one likes to be pressured or rushed, especially in a situation where they are spending their own money.
4. Respect your decision not to buy.
Not all customers buy and that’s okay. Don’t show that you are upset or angry. “I spent so much time with you, why don’t you want to buy it?” I know a sales professional who not only calculated her commission in her mind but also what he was going to buy with her while he was selling! Every time she didn’t make a sale she felt very unhappy because she felt that she had lost real money.
5. Offer free trials, specific terms, discounts, and free bees.
People like to feel like they’re getting special treatment, and everyone loves free stuff. Find out from your manager what you can offer your customer with each item/product. It’s amazing, but I sold a lot of $500-1000 photos just because I offered a book autographed by the artist as a gift.
6. Ask to Eat
This popular closing technique works great when discussing discounts or special offers. You could say, “I’d like to give you this discount, but I need to ask my manager about it (get special permission).” Then go and talk to your manager. Some sales professionals claim to have this conversation. They go to the back room and come back in a couple of minutes with good news. If you’re a natural at playing it and it’s working, use it. In case of very large purchases I would recommend bringing a manger and asking him about the discount in front of a customer.
How does this technique work? You show your customer that you really want him (her) to have the desired item, you are going the extra mile, you are helping and supporting him/her, you are “fighting” the system to get a better deal. You will see that they respect you for it.
7. Give the customer time and space to think and talk about the purchase of the product,
especially if it is a couple. They need time in private to discuss the financial aspects of the purchase, where to place/hang a rug/picture, about color, size, pattern, etc. For example, we had a demo room at the San Francisco Gallery where our clients could spend some time alone looking at the image they wanted to buy and discussing it. It worked so well that we built another room!
8. Give them the chance to come back
This technique will work only if you already know the customer and have built a good relationship with them. For example, you can see and feel that after spending a considerable amount of time, the customer is still not convinced to buy. In this case, you can say, “I understand this is an important decision you have to make and you need some time to think about it. When would you like to come back to discuss it further?”
Offer them a specific date and time, “Would you like to come on Tuesday or Friday? What time is best for you?” You can also add, “The reason I’m asking is because I’m free on Thursdays and Saturdays, but I really want to help you.” Again, you are offering service here and it is totally normal to discuss all possible options. If you have their phone number and have their permission to call, call and talk more on the phone. But please don’t call every day. It’s very irritating.
9. Let them know that now is the best time to buy
“We have this incredible 50% discount for extra stock”
“We have this deal only once a year”
“It’s a great buy because of a Christmas sale”
“The sale will only last 1 week”
“It is the best time to buy because prices are rising”
“Summer is coming. Would you like to buy a fan (or patio furniture) now because it might run out during the peak of the season?”
10. Summarize the product description in just three words:
“It’s better/cheaper/cleaner than…older model/competitive offerings/what you’ve got”
“Faster, more modern, more reliable”
“Better Construction, More Convenient, Improved”
“Healthier, Improved, Organic”
This could be a good exercise for you. Write 3 main words that describe the product you are selling. They must be really meaningful and great words about this specific product. Does it remind you of the situation when a human resources person asks you about your top three characteristics during a job interview? Well, it is the same process but instead of a product you are “selling yourself”.
With high-end clients, you can use words like “sophisticated, classy, classy, urban, chic, classy, refined, polished, classy” to describe the product you’re trying to sell.
Don’t forget about green words like “eco-friendly, eco-friendly, wellness, organic, natural, whole, macrobiotic, health.” Many people like it, support the idea and love to know more. If they are not already interested in this, this will be a great opportunity for you to provide information to your customers and educate them.
11. Act as if your customer has already bought the product you are selling.
This technique is based on the principle of ownership. If people start to think they already have it, it’s harder not to buy. Most of us like to be homeowners. It also opens an opportunity for further discussion.
“Where are you going to put the table?” you can ask. “I was thinking of putting it in the dining room,” her client can reply. He (she) is drawing a picture in her mind thinking about how she (she) will fit in the room.
“Who will use the computer, you or your children?”
There are dozens of other sales closing techniques. How and when to use them? Every situation and every client is different. Most importantly, practice, practice, practice. Use different approaches, experiment. The more techniques you apply, the more skilled sales professional you will become and the more natural the closing process will be.
