Closing a sale is the stage in the selling process where salespeople meet the greatest difficulty. Joe Girard walks the reader through fundamental selling principles and experience-based insights guaranteed to help the reader sell any product or service. These principles are grounded on an important rule: becoming a successful sales person requires learning how to sell yourself first. Poor public image of salespeople. Sales presentations and negotiations become contests between sellers and buyers. Here both parties become adversaries rather than teammates or allies.
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Closing a sale is the stage in the selling process where salespeople meet the greatest difficulty. Joe Girard walks the reader through fundamental selling principles and experience-based insights guaranteed to help the reader sell any product or service.
These principles are grounded on an important rule: becoming a successful sales person requires learning how to sell yourself first. Poor public image of salespeople.
Sales presentations and negotiations become contests between sellers and buyers. Here both parties become adversaries rather than teammates or allies.
If the sales person closes the sale, the seller wins while the buyer loses. If the buyer walks away from the transaction, the seller loses. Prior bad experience with sales people. Most buyers have had their share of sales encounters with unprofessional, manipulative, double-dealing sales people. Negativity in salespeople. Quite a number of salesmen have the habit of negative thinking. They believe that prospects do not really mean to buy. This negative attitude is likely to influence the sales transaction and relationship with the customer.
Saying no is difficult for potential customers. People do not like to be in situations where they have to say no. This is why setting a sales presentation is sometimes difficult. Salespeople must learn to make a difference with the prospect. It is important that potential customers like and believe in the sales person first.
This helps establish credibility for oneself particularly if the company name is a familiar brand name. Being associated with a reputable firm erases doubts about doing future business with a stranger.
Successful sales people believe in what they are selling. An excellent sales person is one hundred percent convinced about the product or service he is carrying. The sales person believes that it is the best value of its kind. It is an added advantage for the salesperson to show and let prospects know he is using the same product or service.
Turn positive thinking into realistic thinking. Believe that one can sell to every prospect. Remove any form of negative thinking. Remember, what is visualized becomes reality. Create a winning self-image. A positive self-image influences other people believe to believe in you. Know everything about the product, company and competition. This helps create confidence during the presentation and negotiation while stirring a positive self-image.
Being unprepared can only create feelings of distraction, anxiety, and guilt leading to a poor self-image, and a waste of valuable client time. Create an appearance of success. Look professional. A professional appearance goes beyond clothing. Make the prospect feel important. Sell on your own turf. Invite customers to your office if this is an option. For example, walk the customer through the office space and walls lined with framed pictures of citations, newspapers and articles, etc.
Bring a sense of humor to the sales presentation. Nonetheless, use humor at the right time to relax and make the prospect feel comfortable.
Use humor wisely, with a lot of discretion and caution, as well as good taste. Allocate a budget for gifts. Give prospects and customers relatively inexpensive gifts to make them feel how important they are. Be sincere and honest. Make clients feel that one can be trusted. Do not make promises that cannot be kept. Avoid false flattery. Visual signs of sincerity include establishing eye contact when speaking to prospects as well as listening while giving them a complete, undivided attention.
Make the customer feel good about the entire transaction. Do not make too much of a profitable deal that the client would not want to engage in repeat business. Make the assumption that people who listen to sales presentations are interested enough to want to buy the product. Thus, throughout the sales presentation until the sale is closed, keep assuming that the sale has been made. Make subtle statements that assume the sale.
When the prospect objects, ask for the specific reason and address the objection. Once it has been substantially answered, assume the sale and make another attempt to close. Offer the prospect a choice of actions that he can take. This indicates assuming the sale. Provide the prospect an opportunity to experience the product or service. When selling a car, ask the customer to sit behind the wheel. Use the right words that assume the sale. Use when instead of if.
Use we and let us. This way, the prospect does not feel being left alone to make a major decision. Misguided salespeople believe that knowing how to read buying signals is a natural talent that cannot be taught. On the contrary, learning how to read buying signals is an acquired skill. Observe the tangible. For example, a prospect who wears expensive jewellery and fine clothing may likely be a potential buyer of the most expensive car model.
Avoid stereotyping. Buyer habits may be grounded on lifestyle preferences. For example, some prospects visiting a car showroom may not look like they have a lot of money. Surprisingly, they may pay in cash for the most expensive model! Get the prospect to experience the product or service, and then observe.
When the prospect becomes a participant rather than a spectator, a host of buying signals comes about. Be a good listener. Outstanding salespeople are excellent listeners. A professional salesperson understands how the prospect thinks and feels by listening. Observe prospects in social environments. Individuals with big, healthy egos take risks.
People with low self-esteem and weak egos often do not take risks and will hesitate on making expensive purchases because they are afraid to make a mistake. Salespeople must understand that objections are expressions of interest. This means that when prospects raise objections, the sales person must grab at the opportunity to state why the customer must buy.
Weed out false objections from real objections. For many reasons, people provide false objections rather than say why they really do not want to buy. Unless one knows the real objection, a salesperson will have difficulty overcoming the true objection of the prospect. Never back a prospect into a corner. Avoid putting clients on the defensive. Answer the objection and close the sales.
Once objections have been satisfactorily addressed, move on. In this scenario, the prospect simply does not want to make a buying decision. This is not because the prospect objects to the company, product or sales person but it is largely because the prospect is afraid of making the wrong decision.
The prospect lacks the confidence to make the decision. Likewise, the prospect does not see the merit of making the decision immediately. Help the prospect make the decision.
Emphasize how they can benefit with the product or service and how it represents good value for money. Help the prospect make the proper buying decision. If procrastinators lack the confidence to make the decision without consulting with a third party, make a complete presentation to the third party.
Joe Girard: How to Close Every Sale Book Summary
Joe Girard and Robert L. Whatever we select for our library has to excel in one or the other of these two core criteria:. We rate each piece of content on a scale of 1—10 with regard to these two core criteria. Our rating helps you sort the titles on your reading list from adequate 5 to brilliant
How to Close Every Sale
How To Close Every Sale