The Close

For many sales reps, the one part of the sales process that they struggle with the most is actually asking for the order. This is called the “close”. Its very name is ominous: it's like this big final point; this moment where you get to find out whether you passed your exam or not and whether you're going to be able to advance.  In some ways, it is like this because it gives you permission to go to the next step.  For me, I have always been amazed at why is called a close, when it is obviously an opening to the next step. It should be called “The Open” or “The Start.” because ironically it is not a close but a start. It is permission to start doing work, to start the creation and delivery of your product and or service.

Thinking of it like this can be very useful. ”Close” can be a very negative word and have negative connotations. We think of “starting” a lot more positively.  Being able to say to a customer “I'd love to be able to start this for you” looks forward and is full of potential and what could be.

One of my favourite quotes that helped me (as I was getting my head around asking for a client to pay for the product we were offering) is “The close is an appropriate question at an appropriate time.” When you've done all the work and the client has been educated and they know what they want and need, then they too also want to move on and make this a reality for themselves. 

When we are clear on our sales process, it can also help at the beginning of the process to tell somebody the steps that you will go through. You might say something along the lines of:

Step 1. I will find out all I possibly can to ensure that I am able to help
Step 2. I will educate you around the various options that we have got and help you make a decision that would best meet your needs
Step 3. You will need to pay a deposit to secure your room in production
Step 4. You will get an email from a production manager confirming your delivery date
Step 5. We will come and do the installation

Being able to explain it in this way allows you to then say to a customer: we have now finished Step 2 and, as previously mentioned, Step 3 is where you can pay a deposit in order for us to move this into production and meet your delivery date.  This is a logical sequence that gives a lot of peace of mind to a customer because they understand what is happening and they are expecting it.

Do you have a clear process, that has clear steps that both you and the customer understand; and could your team benefit by seeing that asking for the order is just a logical step in a series of steps towards delivering what a customer needs?

Here’s to your success!