Closing the sale
The key moment of every sale
Closing the sale is the culmination of the sales process where a potential customer decides and commits to purchasing a product or service.
It is the transition from having a “stakeholder“ to having a “customer”.
Why is this so important?
The success of a salesperson, whether a person or a website, is not measured only by how they present a product, but by how they manage to convert those presentations into actual sales.
Essentially, an effective close means that all previous stages of the sales process (such as prospecting, presentation, and negotiation) have been successful.
Sales closing techniques
Below we present some common sales closing strategies:
Direct close
In the direct close, after presenting the features and benefits of a product or service, the salesperson asks the customer directly if they wish to proceed with the purchase.
This strategy is particularly effective when the customer shows clear signs of interest or in situations where the sale is impulsive.
However, its application requires tact.
Although it is a technique that seeks clarity and can speed up the process, it is essential to apply it carefully so as not to create a sense of pressure on the customer.
The salesperson’s ability to interpret the customer’s signals and handle the situation with confidence, but without being aggressive, will largely determine the success of this type of close.
The alternative close
The alternative close focuses on presenting options to the customer instead of a simple decision to buy or not to buy.
In this technique, the customer is presented with a choice, such as “Do you prefer the red model or the blue one?”.
This strategy aims to get the customer more involved in the decision-making process by considering the available options.
By offering alternatives, it is implicitly assumed that the customer is ready to make a purchase, but just needs to define the details.
This technique can be especially effective in steering the conversation toward a final decision and avoiding objections based on indecision.
However, it is crucial to present relevant and beneficial options for the customer to ensure a positive experience and an informed decision.
Summary close
In the summary close, the salesperson summarizes and highlights all the important benefits and features for the customer.
It is like a review of the key points that align the product or service with the customer’s needs or interests.
This technique aims to reinforce the value of the product in the customer’s mind, reminding them why they showed interest initially.
By summarizing and reaffirming, the goal is to build trust with the customer and motivate a positive purchasing decision, assuring them that their choice is backed by solid and beneficial reasons.
The concession close
The concession close is based on offering something extra or making a concession to stimulate and speed up the customer’s buying decision.
This technique can take forms such as discounts or special conditions.
A classic example would be: “If you decide now, I can offer you a 10% discount.”
This strategy seeks to create a sense of urgency or a unique opportunity for the customer, making them feel they are getting a special or advantageous deal.
By doing so, not only is the immediate decision incentivized.
It also strengthens the relationship with the customer, showing them that the salesperson is willing to make an extra effort to satisfy their needs or desires.
However, it is crucial that this technique be applied with sincerity and not be perceived as a pressure tactic.
Overcoming objections
Before closing, it is common for customers to present objections.
These can be concerns about price, product features, among others.
A skilled salesperson knows how to address these objections effectively, offering solutions or clarifying misunderstandings.
Closing in the digital world
With the rise of online sales, the closing process has evolved.
Now, there may not be a “salesperson” in the traditional sense, but the closing techniques remain the same.
For example, by using email marketing, it is possible to send a reminder email about an abandoned shopping cart or a special limited-time discount.
Closing the sale is more than simply “sealing the deal”.
It is the art of understanding the customer’s needs, presenting a solution that aligns with those needs, and overcoming any barrier that prevents the purchase.
Mastering the art of closing is essential for anyone who wishes to succeed in the world of sales.