If you have ever felt that closing a sale is a mysterious, accidental process that is out of your control, you are not alone. A surprising number of salespeople secretly admit they feel the same way. They have been taught gimmicks that feel uncomfortably unethical or, worse yet, ineffective.
Sales seminars teach the same ridiculous 1970s methods that emphasize manipulations and such as the "Ben Franklin Close" in which the salesperson is supposed to put all the pluses on one side of the paper and all the minuses on the other to help the client reach a positive decision, naturally ensuring that there are more plusses than minuses. The "Nike Close" (i.e. "just do it") instructs the salesperson to just assume the sale and begin filling out paperwork.
My favorite for its ridiculousness is the "Porch Light Close," the last resort when a homeowner is unable to make a final decision. The salesperson is taught to say, "I recognize this is a difficult decision and you need time to think. I have some paperwork to finish and can do that in my truck while you discuss your options for new flooring. After you have reached your decision, simply turn on your porch light, and I'll return to the house." I would assure any salesman who tries that with my wife he would be waiting in his truck all night long.
This raises an important question. If manipulative tactics are not the methods of the successful sales leaders of the 21st century, then what is the secret? The answer is simpler than you might believe. My goal is not to teach new closing gimmicks, but instead reveal the methods that you already are using, even if you're not aware of them.
Closing is Incremental
Despite what most salespeople believe, closing is not an all-or-nothing moment of tense confrontation in which you "ask for the order." Instead, closing is a series of little victories within your control. Your success in closing more deals will not be based on the pressure you apply to clients, but instead will be a result of the cumulative momentum you create during the sales process.
Here's how it works: A former client refers you to some neighbors who are seeking information about replacing two rooms of flooring in their home and want information about the durability of hardwoods. You call and, after a few moments of education, you invite them in, and they agree to visit your showroom. Ring the bell, because you just closed a deal. The "close" is the first appointment with potential new clients.
The prospects visit your showroom, and you wisely ask questions about their lifestyle and the reason they are currently in the market. You strive to understand their needs before presenting options. They are grateful and agree at the conclusion of the meeting that a home visit to measure and take a look at their current flooring is a great idea. Ring the bell again, because you just closed another deal: the next appointment.
At their home a few days later, you see conditions vary in the two rooms they are re-flooring. You illustrate the different products that will be appropriate, one for the concrete in their basement and the other for the tear-out and replacement in their kitchen. You then request a day to craft a proper proposal that outlines specific pricing, product and installation options. They agree to meet at your showroom again to see the products you specifically recommend while reviewing color and finish options. Ring the bell!
They come to your showroom and receive your proposal. They take the samples you offer so they can look at them next to their home furnishings. You promise to call them within a few days to solicit their opinions. They tell you how appreciative they are of your patience and promise to get back to you in the next two days. Ring the bell.
Your next conversation with the client is focused primarily on answering their questions about construction dust, their pets, maintenance after the installation, and clarification on the timing of the installation. They then ask you what they need to provide in the way of a deposit to get moving forward. Ring the bell … and ring it again the next evening when you pick up the deposit for the project.
The question I ask is this: When did you close the deal? Why? Was it the positive impression from a past client that offered a referral? Was it because you encouraged the new clients to visit your showroom? Was it your acute listening skills? Was it the patience you took to explain the subfloor and the importance of choosing the appropriate product? Or was it the detail with which you planned to help them deal with the stress of construction?
The answer? It was all of it. Closing is incremental. Closing is a series of little victories.
Strategies, not Gimmicks
Here are some tips to help you create more sales momentum.
Get people to your showroom. Nearly every contractor I talk to in the construction industry agrees that closing percentages rise significantly when you get people into your showroom. Make this an intentional goal, and your relationships with prospects will blossom.
Seek to understand the "change." I remind salespeople that consumers contemplate construction projects when life is changing. Your first goal should be to understand what changes are occurring in your prospects' lives. Did they have damage to their floor? Have they been saving? Were they influenced by a neighbor? Something changes in the lives of people who are contemplating a new floor. Discover what's changing and you'll know how to build sales momentum that helps your client fulfill their dream.
At the conclusion of each interaction, suggest the reason for the next meeting. Too many salespeople either push for a sale too quickly or are too bashful to make recommendations. You install floors every day of your life, but your clients put in a new floor only once or twice in a lifetime. They are counting on you to suggest the next step in the process.
Keep the faith. The old closing gimmicks of the past are less effective because people are more sophisticated. In the modern world, astute shoppers investigate options to choose more than the right product. They want the right person to help. Demonstrate your integrity throughout the sales process and have the faith that astute customers (the kind you want) will give you the credibility you deserve.
Aggressive, manipulative salespeople push selfishly for the sales results they need. Assertive, helpful salespeople push for the results that will make their clients happy. This means shepherding people through a series of steps that lead them to the right conclusions.
The reality of the close is that it has less to do with manipulation and tricks and more to do with sincere intention to help prospects and clients succeed. When you keep that purpose in your heart, you'll discover it is easier to schedule meetings and create an ongoing series of miniature closes that lead to greater confidence and systematic sales success.
