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How to Close a Sale

Closing a sale is possibly the area of sales that people find the most challenging. However, this shouldn’t be the case. There are in fact plenty of ways in which a sale can be closed, with the tactics employed depending on the circumstances.

Create a sense of urgency – it’s often the case that customers are happy to proceed when they get around to it. With timing being much more important to you it’s important to create a sense of urgency. This can be done through offering a limited-time discount or adding in an extra service if they book now.

Recognise the customer’s thought process – what kind of questions are they asking? If they’re enquiring about the length of the set-up process or delivery times the chances are that they’re strongly considering making a purchase. See this as a signal to close the deal.

Offer a free trial or a money-back guarantee – magazines offer a free one-month subscription because they know the power of free trials. A free trial or money-back guarantee if they aren’t completely satisfied are extremely powerful ways of helping you to close a deal.

Remain upbeat – don’t let a few setbacks get you down. Stay confident and try to become genuinely excited about what your product or service could do for the prospect.

Mention the implications of not going ahead with the sale – will their competition take up the opportunity instead? Maybe they’ll miss out on the holiday rush?

After a “yes” get the agreement into writing – verbal agreements are notoriously easy to break, but people are always hesitant to break an agreement when they’ve given their word in writing.

Mention their competition – if the prospect of additional customers or an improved business isn’t appealing enough you can always mention their competition. Staying ahead of the competition brings out competitive instincts and often helps to close a deal.

Listen to the customer – if they express reservations or concerns listen to them and provide solutions where possible. Show that you’re on their side – far too many sales people don’t listen and consequently alienate their customers.

Customer objections – this works best if the customer has one objection. Provide a solution to the objection, asking whether they’d like to go ahead with the deal if a solution is found. Closing the deal then becomes a case of finding a solution rather than convincing the customer of the merits of the deal.

Avoid resorting to price discounts to try to conclude a sale – sales people who aren’t confident in their product or service tend to resort to price reductions far too quickly. Customers can see through this and are likely to begin to question the value of what you are offering.

Here’s Mark McClure, one of the leading sales experts, gives his top tips for closing sales:

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