Most persons responsible for a selling function can usually quote some technique they've heard which will increase their closing ratio. More discouraging, to a coach and trainer like myself, is when a sales coach and/or trainer present these techniques. A prime example of this is a concept relative to closing a sale—“Always Be Closing, or for short, “ABC”—if you want to enjoy selling success. Wrong. Simply put, there is no one size fits all for sales effectiveness.
I'm not certain who coined this concept but I wouldn't doubt if it was out of shear frustration with the closing function of the sales process. Most sales people are guilty of poor, if any, closing techniques. When consulting for companies I find a major obstacle to increased sales production results from the closing process.
Most selling presentations don't include strategic closing opportunities. In other cases, there are sales people who embrace the “ABC” concept with the same disappointing results they previously had.
Don't always try closing, instead, practice where and when a closing attempt is appropriate. Closing successfully is not necessarily directly correlated to frequency or persistence. All presentations (whether you're promoting an idea or selling a product or service) should include appropriate markers to measure when it's appropriate to make a closing statement.
These markers should be incorporated into several parts of an effective presentation. When making any presentation it's not always necessary to complete the entire presentation if you've accomplished your objective(s).
There's always the danger of not recognizing closing opportunities and talking yourself out of a closing by completing the presentation. For example, if I'm selling a car I might not need to go through a dissertation on mileage, safety and customer service awards. At the beginning of the presentation I'd make it clear that the prospect can easily make the monthly payments and take delivery immediately.
This might be an appropriate marker to effectuate a closing. “So, knowing this car meets your financial and delivery requirements why don't we start the paperwork to get you into your new as soon as possible.” If I detect hesitation or resistance, I'd continue my presentation and wait for another closing opportunity. Where, if at all, are the markers in your presentation?
Don't ABC. Close frequently, but only after careful consideration and analysis of where closing markers are appropriate. Conversely, when making a presentation, include markers so no closing opportunity is missed. If you need reminders or devices for closing, change the ABC concept to include, “when appropriate!”
Consult an effective sales coach or trainer to ensure proper usage of this technique.
