SALES TIPS FROM STRONG CLOSER READERS
Close One Step at a Time
“Always be Closing” is a valid sales mantra. But the word “close” can have different meanings at different stages of the sale. Closing is sometimes a step nearer to purchase, rather than the purchase itself.
The biggest revelation in my selling career was probably that there is more than one “close” to every sale. Take care of the little closes, and the big one takes care of itself.
I sell insurance, and I found that many people would put me off if I tried to even talk about the policies I offer in the first meeting. Their natural sales resistance was a stopper.
Unless I think my client is anxious to buy, I use my first appointment to sell the next one. That’s my “close” for that appointment. I give them a reason why it is in their interest to organize their papers or whatever and then meet with me again. They’re more relaxed because I didn’t try to sell them anything, and I succeed in closing something: the next contact. Once they meet with me the second time, their commitment to me is much higher, and I have a better chance of moving them to the big close.
But again, in the second meeting, if they’re still not ready, I close on another meeting or some other action. I’ll keep this up as long as I believe they are qualified, and the end result is commensurate with my selling time.
L. Lytal, Oak Park, IL