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The Psychology of Selling The Psychology of Closing
SELF-ASSESSMENT
1. Do I recognize and take advantage of signals that indicate the prospect is ready to buy?
2. Do I plan detailed, word-for-word closings in advance of my sales presentation?
3. Do I understand how emotional and stressful a buying decision can be?
4. Do I argue with prospects and tell them why they are wrong?
5. Do I make promises about the product product that I cannot keep or oversell by saying it will do something it will not do?
6. Do I express my opinions about religion or politics or discuss personal problems with customers?
SUMMARY
Closing is the most painful part of a sales presentation. Closing is the part that we, as salespeople, hate, and it is also the part that the customer hates. We have an obligation to our client to go smoothly through the close, so it is as painless as possible.
Plan your close in detail, and then build your sales presentation on top of it. There are several major requirements for closing. You must be positive, enthusiastic, and eager to close the sale. The customer's. requirements must be clear to you. The customer must understand what you are offering and must understand the value of what you are offering to him. The customer must believe you and your company. He must trust you, and there must be a degree of rapport and friendship. The customer must desire to enjoy the advantage of the offer. The only pressure that you use in a professional selling presentation is the pressure of silence after the closing question.
We must recognize common buying signals. The customer may begin talking faster or brighten up or ask. about price or delivery. Any change in attitude, posture, voice or behavior could indicate that a buying decision is near. Ask a closing question whenever you see the person beginning to change demeanor.
SELF-HELP
1. List any aspects of closing that may be difficult for you, and explain how you might overcome the problem.
There are several reasons why closing may be difficult.. First of all, there is the salesperson's natural fear of rejection. Another obstacle is the fear of failure on the part of the customer, including fear of purchasing the wrong article or paying too much..
Never tell the prospect he is wrong or argue with him. Don't express your opinions to a prospect on subjects of a personal nature, religion, politics, labor unions. health, family and so on.
Don't ever knock the competition. Don't ever make promises you can't keep, and don't ever engage in overselling, or saying that the product can do something it cannot do.
Negative prejudgment deciding in advance that the person is not going to buy-saps your enthusiasm. Nothing will kill a sale faster than lack of enthusiasm..
Very often we find that we and our customers get onto different wavelengths. Instead of losing the customer for your company, have somebody else in your company call on him.
2. Explain how you overcome your fear of rejection.
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