{"id":43793,"date":"2021-07-25T11:48:00","date_gmt":"2021-07-25T15:48:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=43793"},"modified":"2021-08-03T09:15:38","modified_gmt":"2021-08-03T13:15:38","slug":"how-to-close-a-sale-2","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-close-a-sale-2\/","title":{"rendered":"How to Close a Sale: 3 Proven Techniques"},"content":{"rendered":"\n<p>Are you having trouble closing sales? What are the most effective closing techniques?<\/p>\n\n\n\n<p>Knowing <a href=\"https:\/\/www.shortform.com\/blog\/how-to-close-a-sale\/\">how to close a sale<\/a> is a make-or-break skill in the sales profession. In his book <em>Little Red of Selling<\/em>, sales trainer Jeffrey Gitomer addresses three techniques that will help you clinch the deal: 1) help the buyer convince herself to buy, 2) eliminate the buyer\u2019s risk, and 3) use customer testimonials.<\/p>\n\n\n\n<p>We&#8217;ll discuss these three sales techniques below.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Jeffrey Gitomer: How to Close a Sale<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.shortform.com\/blog\/closing-the-deal-in-sales\/\">Closing a sale<\/a> is not something that comes at the end of your sales pitch. It happens all throughout the sales process. Here are three techniques on how to close a sale:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1) <strong>Help the Buyer Convince Herself to Buy<\/strong><\/h3>\n\n\n\n<p>The 11th selling principle\u2014helping the buyer convince herself to buy\u2014requires a key sales skill: asking the right questions.<\/p>\n\n\n\n<p><strong>Most salespeople ask the <\/strong><strong><em>wrong<\/em><\/strong><strong> questions and therefore don\u2019t get the answer they want (a \u201cyes\u201d to the sale).<\/strong> Usually, they\u2019re questions aimed at getting the buyer to switch from a current supplier to your company. They often fail because they\u2019re price-driven. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Who\u2019s your current supplier?<\/li><li>Are you satisfied with your service?<\/li><li>How much are you currently paying for delivery? If I could save you some money, would you switch\u2026?<\/li><li>What would it take for me to win your business?<\/li><\/ul>\n\n\n\n<p><strong>In contrast, the <\/strong><strong><em>right<\/em><\/strong><strong> questions help the buyer think about your product or service in terms of how it solves her problems or achieves her goals. <\/strong>They\u2019re specific questions that uncover her frustrations, concerns, and needs so you can show how your product will make her life easier\u2014and she\u2019ll conclude that she needs it. <strong>When the customer thinks in terms of why she needs the product, she\u2019s thinking on <\/strong><strong><em>your<\/em><\/strong><strong> terms as the seller; you\u2019ve created a buying atmosphere.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Here\u2019s an example of a wrong and a right question, for selling a messaging system:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Don\u2019t ask:<\/strong> \u201cWhat kind of call-forwarding system do you have?\u201d or \u201cDo you use pagers?\u201d<\/li><li><strong>Instead, ask:<\/strong> \u201cIf your most important customer called right now, how would you get the message? How confident are you that you\u2019d get it immediately?\u201d&nbsp;<\/li><\/ul>\n\n\n\n<p>To ensure you\u2019re always prepared to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-ask-the-right-questions\/\">ask the right questions<\/a>, develop a list of questions that you can adapt to uncover each customer\u2019s needs, concerns, and frustrations. Some useful introductory phrases include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What do you look for in choosing a\u2026?<\/li><li>What\u2019s been your experience with\u2026?<\/li><li>What would you change\u2026?<\/li><li>What\u2019s your biggest hurdle to\u2026?<\/li><li>What frustrates you the most about\u2026?<\/li><li>How do your customers react when\u2026?&nbsp;<\/li><\/ul>\n\n\n\n<p>You\u2019ll differentiate yourself by getting your prospect to think in new ways. <strong>A sign of success is when the customer remarks that no one ever asked her that question before\u2014and her answer convinces her to buy.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2) <strong>Eliminate the Buyer\u2019s Risk<\/strong><\/h3>\n\n\n\n<p><strong>The biggest hurdle to a sale is the risk the customer believes he\u2019d take in buying your product. <\/strong>If you eliminate the risk, the customer will buy.<\/p>\n\n\n\n<p><strong>A risk is anything that makes a customer hesitate to buy.<\/strong> It can be difficult to identify the risk standing in the way because what seems risky to the customer may seem trivial to the salesperson. Common concerns or risks to the customer are:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Am I making a mistake and not getting my money\u2019s worth?<\/li><li>Will I look bad or get into trouble for making a poor decision?<\/li><li>Am I taking too big of a financial risk\u2014can I really afford it?<\/li><li>Do I really need it? I might regret buying it.<\/li><li>Can I get something cheaper or better elsewhere?<\/li><li>Is it what I really want? It\u2019s different from the way I pictured it.<\/li><li>Will it work? What if it doesn\u2019t? Will it soon become obsolete?<\/li><li>Will I be able to get service for it?<\/li><\/ul>\n\n\n\n<p>These concerns indicate the customer lacks confidence in the product, company, salesperson, or their own judgment. When the customer says, \u201cI\u2019ll think about it and get back to you\u201d or \u201cLet me discuss it with so-and-so,\u201d the sale is off unless you identify the risk and eliminate it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Uncover and Counter Customer Concerns About Risk<\/strong><\/h4>\n\n\n\n<p>Here are some ways to counter customer concerns:<\/p>\n\n\n\n<p>1) <strong>Prepare for risk obstacles by identifying the customer\u2019s potential risks and preparing responses<\/strong> or preemptive statements that eliminate the risks. Practice the responses until you master them.<\/p>\n\n\n\n<p>2) <strong>Determine the customer\u2019s risk tolerance<\/strong>\u2014ask about previous purchases they\u2019ve made and how those turned out. Ask what their concerns were prior to those purchases and how they overcame them. Then address those risks.<\/p>\n\n\n\n<p>3) <strong>Suggest a few concerns that might be bothering the customer and answer them<\/strong>\u2014for example:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u201cIf you\u2019re concerned that it might not work for you, remember that you can always return it.\u201d&nbsp;<\/li><li>\u201cWe sell many of these to similar companies, but if your company ends up not liking it, we\u2019ll provide a full refund.\u201d<\/li><li>\u201cIf you\u2019re wondering if you can get a better price, you should know that we\u2019re so confident in our price, we\u2019ll match any lower price quote.\u201d<\/li><\/ul>\n\n\n\n<p>4) <strong>Ask the customer to compare risks and rewards.<\/strong> This process takes practice, but it\u2019s highly effective:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>When the customer hesitates to commit, ask him to list the risks of buying. Write them down, and prompt him to add to the list until he runs out of concerns.<\/li><li>Next, ask the customer to list the rewards. Write them down, elaborating on each as much as possible.<\/li><li>One at a time, eliminate each risk with comments such as: \u201cDid you know about our warranty\u2026\u201d, \u201cWhat if we could&#8230;,\u201d or \u201cI think we can include\u2026\u201d<\/li><li>Ask, \u201cIs there any other reason not to proceed?\u201d Reiterate the rewards and close.<\/li><\/ul>\n\n\n\n<p>As an alternative risk-reward comparison, just ask the customer, \u201cWhat\u2019s the risk versus the reward?\u201d and \u201cWhat\u2019s the need versus the value?\u201d Then help her see how the reward outweighs the concern, and the value more than meets the need.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3) <strong>Let Your Customers Speak for You<\/strong><\/h3>\n\n\n\n<p>The final selling principle\u2014use customer testimonials to help you sell\u2014is powerful but underused. Customer testimonials are powerful for two reasons:<\/p>\n\n\n\n<p>1) <strong>They\u2019re believable.<\/strong> When you talk about your offerings, it\u2019s bragging, but when customers give testimonials, it\u2019s proof of your product\u2019s value.<\/p>\n\n\n\n<p>2) <strong>Done correctly, testimonials prompt people to buy.<\/strong> To prompt action, testimonials must make specific, not general statements, for example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Ineffective (general):<\/strong> \u201cThe people at company X are wonderful. We\u2019ve been doing business with them for years.\u201d<\/li><li><strong>Effective (specific): <\/strong>\u201cI improved my skills 100%\u201d or \u201cSince I had this training, my employees actually listen to me.\u201d<\/li><\/ul>\n\n\n\n<p>Testimonials can be written or on video. An effective written testimonial:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Highlights a benefit of your product or service: \u201cI doubled my profits.\u201d<\/li><li>Overcomes an objection: \u201cI thought the price was too high, until I tried the product and realized the value.\u201d<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Makes <a href=\"https:\/\/www.shortform.com\/blog\/a-call-to-action\/\">a call to action<\/a>: \u201cI used to use another brand but wasn\u2019t satisfied until I switched &#8230; and you should too.\u201d<\/li><li>Provides a happy ending: \u201cMy family loves it.\u201d<\/li><\/ul>\n\n\n\n<p>Video testimonials, when shown at the end of a sales call, are an effective way to dispel doubts, reduce risk, and confirm the value of your product. However, while the video reinforces the sales message, the salesperson still must close the deal.<\/p>\n\n\n\n<p>To produce an effective video testimonial:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Before you start, watch similar videos to see what works and get an idea of what you want.<\/li><li>Spend the money for high-quality production; a poor video will reflect poorly on your product or service.<\/li><li>Limit the length to five to eight minutes; if the video is too long, viewers will tune out.<\/li><li>Write a script.<\/li><li>Make it look and sound real, not contrived, to ensure potential customers actually trust the testimonial.<\/li><li>Let the customer do the majority of the talking, since the customer\u2019s bragging about your product is more convincing than your assertions.<\/li><\/ul>\n\n\n\n<p>To get people to provide testimonials, simply ask them. It\u2019s even OK to tell the customer what to say, as long as it\u2019s the truth.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you having trouble closing sales? What are the most effective closing techniques? Knowing how to close a sale is a make-or-break skill in the sales profession. In his book Little Red of Selling, sales trainer Jeffrey Gitomer addresses three techniques that will help you clinch the deal: 1) help the buyer convince herself to buy, 2) eliminate the buyer\u2019s risk, and 3) use customer testimonials. We&#8217;ll discuss these three sales techniques below.<\/p>\n","protected":false},"author":7,"featured_media":11961,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,79,103],"tags":[442],"class_list":["post-43793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-entrepreneurship","category-sales","tag-little-red-book-of-selling","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Close a Sale: 3 Proven Techniques - Shortform Books<\/title>\n<meta name=\"description\" content=\"Knowing how to close a sale is a make-or-break skill in the sales profession. Here are three techniques that can help you clinch the deal.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/how-to-close-a-sale-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Close a Sale: 3 Proven Techniques\" \/>\n<meta property=\"og:description\" content=\"Knowing how to close a sale is a make-or-break skill in the sales profession. 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