The closing stage of a sales presentation is one of the toughest- it’s fraught with emotions on both sides of the table. Customers begin to feel the tension of making a decision, and salespeople begin to battle the anticipated emotions of rejection, uncertainty, and stress.
Legendary sales trainer Brian Tracy states that whenever a customer experiences the emotions of the close “they retreat and begin to say things like, ‘let me think it over, ‘or can you email me the quote’, or ‘we need to get other quotes’, ‘I need to talk it over with someone else’, and so on.
It’s this sales resistance that necessitates a closing process. Otherwise as salespeople we begin to push for a result. The result is the process!
What’s the point of eating a bowl of ice cream: to get to the end, or savor every bite? My bet is that if you are a results driven person- you want to get to the end of that bowl as fast as possible. How about a goal of an exercise program? Unless you’re a professional athlete, the goal is to maintain a level of personal satisfaction.
Sales Coach and author of “Selling for Dummies”, Keith Rosen shares that “you don’t do a result; you execute a process, which produces the result as a natural by-product of your efforts.” To get better results you must focus on the process.
A well practiced closing process allows you to convey confidence. To address the shop around objection devote your attention to following the process and you’ll find that more of your customers will choose you rather than shop around.
Catalyst Consulting 