How do I know when to close the sale?
The question is not necessary when to CLOSE, but how much information have I gotten from the customer.
Most salespeople measure how well a sales call went by how much information they were able to share - information about their company, their products or services and their features and benefits. They figure that the more information their prospects have about them and their stuff, the more likely the prospect will be to buy from them rather than someone else.
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A more practical measure of how well a sales call has gone is how
much information the salesperson gathered about the prospect’s
situation.
After all, the only thing that matters about your product or service is whatever matters to the prospect. And how would you ever know if you spent the entire conversation talking about yourself and your stuff?
When is the right time to close? How about when the salesperson knows the REAL REASONS why the prospect want to buy? Most salespeople assume they know, but don’t ask the right questions to find the true buying motives.
It isn’t time to close until the salesperson understands how much money the prospect can afford and is willing to spend. Most salespeople are afraid to talk about money because they are afraid of being too pushy or turning the prospect off. But you can’t offer a solution that fits their budget if you are guessing at what their budget really is.
Finally, it isn’t time to close until the salesperson really
understands how the prospect they are dealing with, will make their
decision. Once you know the prospect’s real reasons for buying, their
budget, and their decision process, it’s time to present your solution.
If you present a solution that’s a fit for their reasons for buying, their budget, and their decision making process, the prospect will likely close the sale for you.
Joe Marr is a public speaker, sales and management consultant and trainer, and runs Sandler Training - Ann Arbor. Contact him at (734) 821-4830 or visit his Web site.