Glosing relationshipsr closing techniques

D elertoNsHlps AND TECHNIQUE affect how much busi-[Ln.tt we get from our potential customers. Many sellers are friendly. They are helpful. Other sellers have good technique. They've read all the books and know all the moves. Master sellers do both. Master sellers know how to ask for the business and they know how to build mutually beneficial business relationships.

Make closing part of the relationship

Too many sellers have a "relationship" with the "customer" that is only a one-way or social relationship. Here is a typical conversation with a salesperson in this type of relationship:

Manager: "So, John, how are you doing with ABC Distribution?"

Quotron: "Greatl We have a great relationship."

Manager: "Good, so how much are you selling him?"

Quotron: "Oh, he hasn't bought anything from me yet, but we have great conversations."

Manager: "It's not a great relationship unless he is buying from you!"

The customer is using and abusing this salesperson for market information or to "keep his main supplier honest," but has no intention of buying from him even though they have a great "relationship." This salesperson thinks that after many great conversations, eventually the customer will start to buy from him. He's correct in one sense. Relationships take time for all sellers to build. The difference between the master seller and the quotron is the beginning, the middle, and the end of the relationship.

The Beginning.' Quotrons spend all their time and energy trying to please the customer. They confuse agreeability with likeability and deference with respect. They allow the potential customer to dictate the terms of every conversation. They are there to please.

Master sellers spend their time and energy looking for common ground. They give and demand respect. They are likeable and agreeable, but they do not concede and cede on every point. They ask for the order/business earlier and more often. Master sellers are interested in relationships that are mutually beneficial and projects this in everything they say and do.

The Miildle.' The quotron serves the customer and accepts a lot of "I'm fine right now," "The market isn't right for me," "I don't know exactly where I am on that," and other excuses at face value and does not ask the follow- up questions that the master seller does:

Master Seller: "I understand that you are fine right now, but when will you be buying?"

Customer: "In a couple weeks."

Master Seller: "If we can put a deal together for two weeks out, can I have your order today?"

The master seller follows up on all side-steps from the customer with a "what if?" strategy or just by asking more follow-up questions to get to the customer's true need.

The End: At closing time, master sellers ask and ask way more often.This is not a style issue-ask and ask a lot.

trYes or nott vs. 'rltll let you knowtt

Closers are in in the game, not just commenting on it. Sellers who struggle are in a lot of "I'll let you know" conversations. Closers are in more "yes or no" conversations.

A great way to ensure we will get into "yes or no" conversations is the "opening close." We open the conversation with a closing sentence.

Another way to get into more closing conversations is by holding back the price on our offer. We tell the customer the positives about our offer. We build value and excitement, but we hold back the price. When we hold back the price, customers will ask for it. Questions are buys signs. By holding back the price in the offer we "force" the customer to engage in a sales conversation (yes or no).

Us: "Good morning, John. We just bought a block of Beautiful Wood studs. I've got flexibility on shipment, how many of these do you need?"

Customer: "What's the price?"

Us: "The price is the icing on the cake, John. If we can agree that the price is right, how many can you use?"

From here, we are in a closing conversation. The customer may say yes or no, but he is unlikely to say, "I'll let you know."

When we use more "yes or no" techniques and build mutually respectful relationships from the beginning, we win.

James Olsen Reality Sales Training (503\ 544-3572

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