Closing the sale

Sam was a wise and experienced salesperson who was often asked the question “What is the best way to close a sale?” Sam’s answer to this question was always “The best way to close a sale is to ‘open’ it properly first”.

This answer always led to a request for more information to which Sam would respond

“The main reason that salespeople have trouble closing is that they don’t lead up to it properly.  Closing is simply the natural conclusion to a sales discussion - provided the discussion was opened properly and handled properly to its conclusion.

The best salespeople, when in a sales discussion, put themselves in a position where they can show their customer a relevant and acceptable product (or service). This may take a little extra time; however, it’s the secret to successful closing.

Here’s a four-step process that you may like to use to help you get your opening right and make closing easier. The first two steps, where the sale is opened, are called Engage and Ask; the final two steps are called Show and Encourage commitment. Let’s look at each step.

Step 1 - Engage

The purpose of this step is to create the opportunity for relaxed and clear communication. In some situations it may be helpful use a little small talk (mentioning referrer, mutual friend or mutual interest if you can) to help establish rapport.

It will be helpful to (i) establish the credibility of yourself and your company and (ii) maybe explain your agenda for the discussion and the amount of time the discussion is likely to take.

(From time to time you may feel a bit pressured yourself so make sure that you relax also.)

Step 2 – Ask

This step is critical. You must use it to ‘tune in’ to the customer’s needs and wants so that you can later show them a relevant and acceptable product.

Take the opportunity to discover more about your customer by asking them some well-planned questions. Let them tell you where they’re ‘coming from’ so you can identify the features of your product that will provide the most benefits to them. Use a ‘conversational questioning’ technique to keep the discussion going so you can learn about their current position/usage, their experiences (good and bad) with similar products and suppliers, what they want, what they don’t want, any ideas they have and so on.

If you haven’t done so already take the opportunity to qualify them as to budget, timeframe and to confirm the ‘decision-maker’.

During this step avoid using Yes/No questions; instead use Information-seeking questions. These are questions that start with the words what, when, where, who, how or why. Watch the customer’s eyes and body language; listen to the tone of their voice so you can tune in to their feelings as well as the facts.

Be sure to take the necessary time to plan and rehearse the key questions in this step.

Step 3 – Show

This is the presentation (or demonstration) step where you show your customer how your product can help them.

This can only be done if you have done a sound job of understanding your customer’s needs, wants, preferences and prejudices via the Ask step.

Go through your Show enthusiastically; tie your product’s features and benefits to the customer’s identified needs and wants.

Again, watch your customer’s eyes and body language; this time for ‘buying signals’. Be sure to use Trial Closes to confirm that you are on the right track.

Step 4 – Encourage commitment

The purpose of this step is to secure the order - it will be easier for both you and your customer if you have done your job properly.

To make your Final Close, use an alternative. However, to avoid procrastination, only ever give your customer a choice between two. A Final Close can be made by offering a choice of product, colour, payment options, delivery/start times, ‘lease or buy’, cash or credit etc.

Try to build your close around a small decision that your customer will need to make anyhow. ‘Would delivery this week suit you or would next week suit you better?’ is an example of a good closing question.

It’s now time to ‘shut up’ and listen to the answer. Remember that it’s still possible to talk yourself out of the sale by talking too much after the end of this step. You should be able to simply start the paperwork.”


(The up-coming post for Friday 16/1 is It's about contribution to profit. It's a short reminder of the importance of looking past sales turnover figures towards 'contribution to profit'.