Many salespersons well into the sale process forget the main reason they are there, rues Francis Alapatt in ‘The Science of Selling’ (www.pqp.in). “Surveys indicate that as many as 25 per cent of salespersons, after making their ‘pitch,’ do not ask for the order, and therefore do not get it,” he adds.
Why so? Because of two main reasons, the author finds. One, the salesperson, after making the presentation and satisfactorily handling objections, feels that the sale has been ‘made’ and that the customer will ‘close,’ so there is no need to specifically ask for the order.
And the second reason is the fear of rejection, a fundamental human fear which colours and influences our interactions; a fear which can be in direct proportion to the commitment invested in the relationship.
All salespersons make varying levels of intellectual and emotional investment in every sales effort, and therefore, as Alapatt notes, the closing question poses the risk of being rejected and thus losing not only the order but also the time and energy invested. It makes sense then for any ‘closing’ training to begin by creating an understanding that it is the offer that can get rejected, and not the person.
Once this big difference is clearly understood, the author assures that salespersons will become more comfortable with the idea of trying to ‘close.’ Usefully, the book continues with a list of closing techniques.
Dark alleys
‘The truth-seeking missile’ comes first, because very often the real objection is not disclosed immediately by the buyer. Asking the customer what the ‘real’ objection is may not get you the answer since the customer was perhaps embarrassed, afraid, or shy to reveal the same in the first place, the author instructs. “At the same time, without knowing the real reason, your presentation is not likely to have addressed that particular issue. Your approach here is necessarily a little indirect, a little bit of groping in the dark – up to a point.”
The second technique is about the ‘let me think about it’ customer. “Considering all the savings and benefits you will enjoy, I am sure you will give it very careful consideration,” the salesperson can suggest. “Of course I will and I’ll call,” may be the response, with thinking thankfully let off. To that, the salesperson can respond, “May I call you on Wednesday for your answer?” Moral: Don’t leave things vague!
Last salvo
Next comes the unhappy experience of starting to leave the prospect’s office, dejected, without the order. But you pause at the door to ask: “You wanted this product, and after my presentation, I was sure you would buy. Can you please tell me where I went wrong?” The prospect thinks you have given up and is sympathetic and eager to help, so he finally tells you the real reason, describes Alapatt. “With this, you have an opening and have another chance at changing his mind.”
The jujitsu technique, the fourth in the list, is about turning the prospective customer’s own question into a close, rather like the throw in martial arts to use the opponent’s force against him. But success depends on your sensitivity to the context and understanding the customer’s needs, the author reminds.
The risk of not buying has more to do with the contextual balance at the point when the close is employed rather than with a specific technique of closing, he explains. “Of course, the ‘close’ requires performance skills, and anything that is out of sync with the context – thoughts, arguments, proofs, voice, tone, words, role or relationship – can all cause this ‘risk’ factor to increase.”
At times the ‘indirect’ technique may work. This is a close that you use when you are fairly sure of a positive response, the author guides. “It consists of posing the major question and without waiting for the answer, literally overtaking it with a secondary or minor question.” For example, ‘These shoes seem to fit you perfectly, would you like them packed in a shoe bag or a box?’
Form-filling
The order book technique, which may seem fairly simple to adopt, can be effective in certain situations. Here, Alapatt recommends, you ensure that the order book is lying in full view of the prospective customer, as you start your presentation or at least from the time you pull out your leaflets or brochures. “At the time when you think the stage is ripe for closure, ask for a piece of information that you need to fulfil the order and write it into the form. It could be the prospective buyer’s full name, or address, or sales tax registration…”
The ‘closing’ chapter concludes with the counsel that any technique requires practice and polishing before it can roll out from you comfortably, naturally and effortlessly; and there is the caution from the author that it can be dangerous to rely on ‘a particular way of doing things,’ ‘pure technique’ or focus on form rather than substance.
For, “No selling technique can work well if it is cut off from the wellsprings of its strength, which are: concern for the customer, conviction regarding the prospect and commitment to the selling process.”
Educative material for wannabe sales professionals.
