Selling and closing have often been used interchangeably and misconstrued to mean the same thing. If you are in the circle of those confusing these terms, it is time to leave. This article explains these terms, thereby helping you to become a better marketer.
What is selling?
Selling is showing the product or service and why it’s valuable. It is presenting the proposition. To sell, you have to do some business development, educate, motivate, build a relationship, and try to get the customer to like you. Sales are the process that leads up to the close. It is the journey. It is getting to the point where they want to buy.
What is closing?
Closing is making a decision to take action. It is finalising the deal. Some say it is a decision and a commitment. But a decision or commitment to what? This is the reason why salespeople find it challenging to ask for the business. Now let’s look at a marriage commitment for example. Marriage commitment involves: asking for a hand in marriage, checking with all the relatives, courting for a long time, setting it all up, and then getting on one knee.
Do you think closers follow this process?
The Art of Closing
Closing is very important for reaching your marketing goals because it is the end point of sales. This is when the client eventually purchases. It is a waste being a good salesman without mastering the art of closing. So, let’s get right into business.
Closers ask clients to make a purchase right away.
Why do they ask right away?
This is because 1%, 3%, or 5% of the time, people buy right away. Why then would you sell to somebody that’s ready to buy? You need to have a psychology that says, “Hey, I’m Chris Williams, I’m here to sell you this because it is awesome and I have a nice proposition, etc. Are you ready to sign with me?”
One of Napoleon Hill’s rule is that really successful people make their minds up quickly and change it slowly. Everybody else, which means the “not-as-successful” make up their minds slowly and change it quickly. Ask yourself about the type of client you need. Walk in and ask for the business in a very professional manner because you don’t have a lot of time to waste and they don’t have a lot of time to waste too.
Closing begins right at the start; there is no certain place to stop or start. Closers begin the closing process from the moment they walk in that door. If you say, “Here is my professional proposition and I want to close this business. It’s good for you, and it’s good for me.” And they refuse or are unsure you say, “Whoa, okay, so you’re not ready to buy yet. Let me give you some research as to why you want to accelerate this decision and why I’m the right decision.” Now you’re in the sales process, whether it is through questions or you’ve researched the client, and you start giving them information to make a decision. Closers are closing every step of the way.
Closers close. And their subliminal message is “Will you buy now?” And the risk they run is that somebody is not going to like them. And they might make some customers unhappy because they are too aggressive.
Finally, while closing the sale is necessary, it doesn’t have to be a big deal. A salesperson who has done an excellent job in the early stages of the sales process will only need to give a simple nudge to the prospect to start the close. It might be as simple as saying, “Sign here to make it yours,” while handing the prospect a pen and a contract.
So, as a salesperson, you have to start your sales process with closing in mind, if you really want to convert, rather than get the client to like you. If possible, start with the close before stepping down to the proper sales process.