Are You Killing Your Own Sales

Many salespeople are frustrated by the fact that they can often present the product but not get a sale. Some pretend to themselves that the customer will buy later but that rarely happens. If you have a low closing rate, the problem is usually in the following areas.

Did You Present What Interested The Customer?

Closes fail if you talked about what you like during the presentation. For example, if the customer is interested in warranty and the salesperson talks about performance, the sale is unlikely to happen because the customer has lost interest. Be sure you ask enough questions that you know what interests the customer and then talk about the benefits they told you they were interested in.

Did You Present Benefits Or Technical Data?

Customers buy with their hearts, not their heads. Many salespeople make the mistake of talking about the technical aspects of their products instead of the benefits they provide. For example, a customer is much more likely to but a home that "will keep your family toasty warm on the coldest winter night" than one with "blown in poly cell R32 insulation". Be sure you are presenting the benefits. After each point, you should ask, "Would that be a benefit for you and your family?"

Is Their A Reason To Act?

If you present without a sense of urgency, the sale is unlikely. You will only sell people who had a compelling reason when you met them. For example, a person who's car caught fire and burned at your dealership is very likely to buy a car today. A person who just found out they have only 6 months to live will probably buy insurance today.

For customers not facing an emergency, you need to give them some reason to act now or they will put it off. The reason could be to get protection immediately, it could be a special offer on the first visit. For these reasons to work, they must be carefully selected for each customer.

Too Much Information

Sales often fail to close if you gave too much information or too many choices. Don't show every model you carry or they may have to think it over. Too much information and too many choices set you up for a delay objection.

Not Trying To Close

Many sales don't close because the salesperson doesn't try. Sometimes by the end of the presentation, we are convinced they aren't buying, so we staple our card to a brochure and leave without trying to close. Get in the habit of reaching for an order form at the end of every presentation. Start writing and wait for them to stop you. At least this way you have a chance of closing the sale. Start noticing how many times you actually try to close and how many times you give up and offer a brochure.

Stay Focused On The Goal Of Closing

We all need to stay focused on the fact that we came to sell, not educate or entertain. You will never be rich if you spend your days offering free education to prospects. Be careful you don't sabotage your own sales by offering to go back to your office to check on something or look something up. Once you get to the close, write any questions or loose ends on the order form and keep closing. For example if the customer asks if it comes in purple, do not say you will check and get back, write "customer prefers purple" on the offer form. Close to day and work out the details later.

Try these techniques. You may be a much better closer than you think. A few small changes can make a big difference in your success rate.