- They do not believe they have the problem the solution will solve (which includes thinking the problem is not big enough to require a change).
- They do not believe the solution will work.
'The vast majority of buyers fall into the first group,' Thull says. Therefore, critical components of moving customers through a quality decision process involve the following three decisions:
A. Is there physical evidence that points to the consequences of the absence of the solution?
B. Are the consequences causing measurable financial impact? Is the financial impact acceptable?
C. Is it a priority? If it is, the customer has decided they have a problem, it is costing them X amount of money, and they are willing to take action and invest in change in order to better their situation.
Design. When businesspeople decide to make a purchase, their intention is to improve their situation. It is important to help them get a very clear picture of the desired outcome, their expectations. This Design stage brings clarity to the desired situation and how to get there. Thull says the decisions to be made at this stage are:
- 'What do I want it to look like after I make this change?'
- 'What is the best way to make this happen?'
- 'What am I willing to invest?'
- 'When do I want to achieve these results?'
- 'How will I know this will work?'
'The customer is deciding what they want to achieve, the best way to do it, how to fund it, when they want it and how to be sure they will be successful,' Thull says. 'At this point, the customer has decided exactly what they are going to do, and they are ready to see the proof that your solution is a match for everything they have decided.'
Handal points out that you may be able to use your knowledge about the customer, their industry, or the product or service they want to buy in order to help move the process along and get the customer to commit. 'Very often a customer will have a budget cycle and they need to make a decision by a certain date,' he says. 'That helps you close the sale.'
In addition, if there is a shortage of the product or service offering or a large demand for it, you should let the customer know. 'In real estate, it's almost never happened that you're looking at a property you want to buy that the sales person says someone else is also looking at,' Handal says. While Handal cautions that sales staff shouldn't fabricate demand for the product or service offering, he does urge them to point out factors that would create a 'sense of urgency.' 'That urgency may be as simple as, ‘Gee, you could save $10,000 a month if you did this. The sooner you do this the sooner you start saving,'' Handal says.
Delivery. After your customer commits to the sale, the next phase of the process is to deliver the product or service and assure your customer's success in executing your solution. Thull says the first step in the Deliver phase is for you to show the customer the solution that you have put together in a formal presentation. 'In the traditional sales process, the presentation is where the close takes place,' he says. 'However, the main reason people have difficulty closing is that they typically have presented their solution to an individual or business who does not have a quality decision process and has not made all the decisions we have described above. Each decision that has not been made leaves a gap, represents a reason not to buy, and will prevent the sale from moving forward.
If you and your customer has discussed each of these decisions and reached mutual understandings and agreements, Thull says, when you complete your presentation the only question remaining will be 'Is there anything we may have missed?' If there is, take care of it as quickly as possible. Since the answer will likely be 'No, I don't believe we missed anything,' proceed with the final paperwork. The close is now a non-event, he says.
Dig Deeper: The Need for Speed
Closing a Sale: Don't Forget the Follow-up
Whether you close the sale or not, always follow up with customers to find out what you can learn from them.
'The most successful sales people are the ones that have repeat business,' Handal says. 'The only way is to have clients who are happy with what you've provided. It's always a mistake to be so desperate that you have to have this sale today and you don't care what happens tomorrow.'
Most people will have more respect for a salesperson that is truthful about whether their products or services can help you solve their problems, 'Credibility is very important in repeat business,' Handal says.
Closing a Sale: Additional Resources
Jeff Thull's Sales and Marketing Articles
A library of articles by the CEO of Prime Resource Group.
Optimize Lead Generation ROI
Website of InTouch, a group of companies that helps enable sales people to convert leads into revenue.
RainToday.com
RainToday.com is an online source for insight, advice, and tools for growing professional services businesses.
ManagementConsultingNews
A monthly newsletter and website for professional services providers.
How to Close the Sale Videos
Various sales executives provide video advice on mastering 'the close.'
Dale Carnegie Training
The company founded in 1912 by sales guru Dale Carnegie, who wrote the now-renowned book, How to Win Friends and Influence People.
