When to preclose the sale

By James Olsen

t tD 8ffi 'fii" j,ll ":.T"TJ; ;i teacher told me 28 years ago as I walked into the teacher's lounge as an idealistic student teacher.

Teachers like that shouldn't be allowed around kids, but that's another article. But his point was well made. If you show weakness with a classroom full of 15-year-olds, you'll have a mutiny on your hands.

How does this apply to sales? Many salespeople think they are losing the order at closing, when actually they've lost the order well before the closing moments. How? They send the wrong messages early in the call and work uphill from there.

Struggling sellers send the message to the customer that they are there to serve them and nothing more. Along with the service message, master sellers also send the message to the customer that something will be expected from themthat they (the master seller) are there to help, but that they will also want the order once the help is given.

We should send the message from the very first call that we expect to get the business. Many sellers think ifthey send any kind of "I want the order" message too early, the customer will think they are pushy and will not buy from them. These concerns are unfounded. The buyer knows we are salespeople when they come to the phone or make the appointment. They expect us to ask for the busiNESS.

Here are four instances when we can pre-close with our customers:

At the end of a prospect call "Mr. Customer, I really appreciate your time. From what you've told me, I know we are a good match for each other. Do you think we can do some business together?"

Struggling sellers mistakenly think this will invite many no's. It will produce some no's, but more often the customer will respond in a positive way. If they do respond in a negative way with an objection-Hallelujah!we can overcome (discover) their prejudice against trying us and correct it on the first call and move forward in a positive sales relationship.

Buyers can't buy from everybody, so they have to test prospecting salespeople with objections. Salespeople who are ready and eager to overcome these initial objections have a much better chance of becoming a supplier to the customer than the meek, timid seller whose only goal is not to offend!

After taking an inquirylRFQ

"John, thanks for a look at this one. I know we can cover it. Let me ask you a question: will you buy this from me?"

Many sellers think, "I can't ask that question, I haven't covered the spec yet." These sellers send the message: "I will give you great service and then let you decide." The seller who asks the "Will you buy this from me?" question before chasing the spec has sent a very powerful message: "I want the business!" Which message is better for the salesperson?

The point of asking the question is two-fold. One, the customer may say yes! Two, now the customer knows we aren't simply satisfied with covering specs-working for free. We want the order!

Right after losing an order

"Sarah, I've got us covered on that spec you gave me. You are going to love it. Let me ask you a question: will you buy this from me if I'm close?"

The fearful, timid seller thinks, "How can we ask for the order if we haven't given the price?" Let me flip this attitude around. How can the customer ask us to work for them without paying us?

Right before giving the price

"Darn it, John. I thought we had a great deal. When are you buying next? Can I have last look next time?" None of us likes to lose orders, but as pros we must keep our heads up and continue to sell. After a customer awards the order to someone else, they may feel a little guilty or beholden to us. That order is gone; let's start working on the next onel

Desire is difficult to say no to. Pre-closing sends the message that we want the business. Pre-closing makes us money and saves us time. Try it this week and see the difference!

Happy selling!

- James Olsen, Reality Sales Training, specialiles in sales training for the lumber industry. Reach him at j ame s @ re ality - sale s training.com or (503) 544-3572.