Item 19 -- CLOSING IS WHERE THE MONEY IS: PART I

The customer calls you on the phone. She wants a skin softener. She'll be at the door in an hour with $4.50 plus tax in her hand. You have one in stock. You put it in a bag. She shows up. You exchange the bag for money and give her a brochure. There is the whole transaction in a nutshell. There's just one problem: you didn't sell anything. The books will show a sale, of course. The number of dollars in your purse have increased, certainly. But a sale? Nah! You have totally end-run every step we've outlined here. So for purposes of this discussion, we're going to assume you walked the trip with your customer, taking all the steps along the way.

What exactly does "closing the sale" mean? Does it mean taking the money and saying goodbye? Or could it possibly mean that we can now set aside product A and go on to discussion of product B? Does it mean that we have now convinced the customer of the wisdom of acquiring the product and we'd better quit while we're ahead? As will be seen shortly, the answers to all these questions is YES.

If your customer has indicated her interest; if she has outlined her budget; if she has accepted each level of the transaction with intermediate yesses, then somewhere along this line you must initiate a closing sequence. But a word of caution belongs here. Develop a keen sense of when the sales transaction is over. If a customer is willing to accept your intial offering of a product type, don't confuse the process by discussing a second product in that type. It is so very easy for neophyte salespeople to develop and "can" a presentation, learning and practicing it, that they fail to recognize that the sale may already be consumated, irrespective of the fact that the speech may be incomplete.

If you have overcome objections to get to where you are now, please, please, please recognize that the more you muddy the water, the more additional objections are likely to occur. Your customer can only buy your product once today. Don't put yourself into the position of having to sell it twice. I can't tell you exactly how to recognize that point; I've blown it myself a few times, when my exuberance caused me to continue to the point where I lost the entire sale.

But there are a few techniques you can use that will focus both the customer and you upon the closing sequence.

1. I mentioned in a previous post that you should not wait until this point to go digging in your purse or briefcase for your order book and pen. Have them ready from the time you sit down with the customer. Also have a calculator there sitting on the table, as well. We'll share why in a bit. But what happens if you're not at the customer's home, and instead you close this sale at the bowling alley on league night? The purse would do at this point, of course, but please, KNOW what pocket it is in. Next step up would be to always keep a supply of order materials in your car, in the office where you work, or wherever you may occuply some time. Wouldn't hurt to have an extra brochure there, as well.

2. Having the order form available is one thing. Recognizing the proper time to use it is another. You must remember that once that form has been opened and the pen is being used, the customer may finally recognize that she is about to do the "C" thing -- commit. The first time you complete the form only to have the customer change her mind, make an addition, or find a substitution, you will recognize that there may be an easier way to handle it. For that purpose, it might be useful to carry a small tablet or notebook on which you make casual notes, until you're absolutely certain that the time is appropriate to fill out the "official" order form. And, by the way, get a cover for your order book. Don't pull out a ratty, beat-up sales book to use. They cost very little. Have your tools look as professional as you do.

3. Not good at math? Keep a calculator handy. Good at math? Keep a calculator handy anyway. And use it. You may have gotten straight A's in integral calculus, but your customer will feel far more comfortable if she feels she can rely on the accuracy of your figures. This, of course, presupposes that you are conducting yourself in a businesslike manner. Just because you may not collect the money until the day of delivery doesn't mean that you shouldn't do your figuring where you can be observed. What we're talking about here is conveying an attitude of sales authority. Buyers believe that if you use a calculator, your figures will be accurate.

4. Consider the use of test closes. You've handled the objections, hopefully to the customer's satisfaction. The customer now demonstrates an eagerness to put this part of the transaction behind her. There are several test closes you can use:

a. "Mrs. Lord, what delivery day next week would be the best for you, Thursday or Friday?" If you get the answer that she's not through ordering yet, you've done this too quickly. If, on the other hand, she identifies the most convenient place in her schedule, your final close awaits.

b. "You said that you needed this by the 10th, Mrs. Lord?" "No," she corrects. I really need it by the 15th." "OK," you respond, "I'll write that down." This erroneous conclusion, which you created on purpose, narrowed down not only the date she wanted the product, but identified that she does, indeed, want the product. You never had to ask if she wanted it. The minute she put a date on it, the product was sold. Your final close awaits.

c. I'm a great believer in what I will call the "facilitative" approach. The customer has asked you about this new product Retroactive. A great moisturizer, you tell her. Does it cleanse? Now, of course the answer to the question is NO. But if you say "NO," the sale has closed with the single product, Retroactive. Instead, facilitate the sale. Respond with "Do you want a cleanser?" as you focus her attention on the Anew Cleanser. If she responds with a YES, then you've closed two products, not one.

5. You've narrowed down the purchases to be made, you've made at least one test closing, and now, if you're not careful, you're in for some trouble. The minute you break the communication with the customer and focus instead on transferring your notes to your order pad, that customer has nothing to occupy her mind other than the possible doubt about whether or not she should have ordered so many things. Give her space to dither and she will dither. There's a few things you can do to keep that from happening:

a. Make sure that you have filled out as much of the order form as you can before you sit down with Mrs. Lord. Don't take time on sales overhead. The same is true about the credit card forms. Have your portion of those babies already completed before you begin to copy her number onto it. If she's a regular credit card customer, you already have her information -- complete it before you go there, so all you have to do is to put in the date and the amount of the charge, and all she'll have to do is to sign it. If it's a new customer, of course do your credit card authorization at the time of the sale. If she's a regular, do it when you get home. You have the time and the product hasn't been ordered yet anyway.

b. Don't ever make the statement that you might not be able to get a product the customer wants. The big issue might be merely whether or not you can get a piece of jewelry at an introductory price, but don't ask the question if the customer will take it if you can get it at that price. Tell that customer that you will check to see if it can be had at that price and will order it if you can. The difference is that in the former case, you appeared to be uncertain. You give the customer time to waffle, you invite the sale to fall apart.

C. Don't present alternatives to the sale at the time of the closing. Don't muddy the water with similar products. When the customer has made up her mind, you ask for trouble and perhaps the loss of the entire sale by opening up new or competing topics.

Getting That Final Yes

Commit this thought to memory: CLOSING IS THE PROCESS WHEREBY YOU WILL HELP YOUR CUSTOMER SOLIDIFY BENEFICIAL DECISIONS.

It's very easy at this point to try to close with an open-ended volley: "Shall we do it?" is a common attempt to close. Or "What do you think?" Or perhaps "Shall I write this one on the order?" If you attempt to close in this manner, you are asking for -- NO, BEGGING for the customer to change her mind. At this point accept the fact that the sales transaction is over. Don't attempt to add something on, unless something comes to her mind and she reopens the sales process, and then, believe me, get this part of the sale behind you before you continue on.

Your role in the closing is to help your customer to make a good decision. Don't be afraid to tell the customer she should NOT get a certain item, if you feel it to be the wrong color, the wrong strength, or whatever. Don't be so anxious to close the sale -- any sale -- that you'll sell your customer the wrong things. Take it upon yourself to demonstrate concern for your customer's welfare, even though it's ultimately in your own self-interest. This is where the payoff comes, certainly, but you want that sale not only to be made; you want it to hold. The last thing you want is to answer your customer's telephone call the day after you have submitted your purchase order, when she calls to renege on the purchase.

If you have followed the advice in previous posts, you're aware that you have arrived at the closing point obtaining a series of what we could term mini-yesses, intermediate positive decisions by your customer that will allow you to proceed. If that has happened, you're ready to get that final yes. And guess what. Many salespeople never get the sale because they never ask for it. If you don't ask for the order, you lose, your family loses, the company loses, and most certainly the customer loses, because you didn't do your job well enough to assure that the customer will obtain the benefit of the product. I learned a poem as a little kid that somehow seems to sum this up:

For the want of a nail, the shoe was lost. For the want of the shoe, the horse was lost. For the want of the horse, the rider was lost. For the want of the rider, the kingdom was lost. All for the want of a nail.

At this point, then, your job is to assure the customer of the delivery, the benefit, the results, and perhaps even the guarantee. This decision has been awhile coming. If at this point you're still dealing with indecision, be careful. A half a loaf is better than none. Don't be afraid to cross something off the order pad. Don't attempt at this point to resell the item. Cut your losses and get on with it. The prosperity will come when you can open the topic the next time. Allow indecision to enter the discussion and destruction of your sale follows. Re-emphasis on the guarantee may make it possible to retain the item of indecision. But either way, make particular efforts to affirm the wisdom of their purchases, and take your exit.

In the 60's, like so many, I purchased a Volkswagen Beetle. Up until the time I did that, I never knew there were so many Volkswagen Beetles on the road. After I had one, everywhere I looked, there was a Volkswagen Beetle. Learn this about your sale: People love to buy, once they've owned. They may well have debated having that ugly little car, but once they've owned it, they're very glad they purchased it. The same is true of skin cream. They will brag about the results once they own -- and use -- it.

But Just Because YOU Don't Like It...

It is so very easy to prejudge what a customer will buy. You don't like that color lipstick, so you don't offer it to your customers. You prefer the Anew products, so you don't offer something from another line that may be more affordable or beneficial to the customer. And it is so easy to push that fragrance because you've got a dozen home that your purchased on instant delivery at the last sales meeting.

If you sell only what you like to the customers you like, you'll achieve only a fraction of your possibilities. You must see the benefits, features, and limitations of your product from your customer's viewpoint. And you must demonstrate confidence that you can fulfill their needs. If the customer must rationalize her purchase, your role is to assist that rationalization.

And now you're down to zero hour, zero minute. There's a tenseness in the air. You'll recognize it when the customer changes the pace of the presentation. Either speeds it up or slows it down. You'll know it when they have been listening attentively and begin to badger you with questions. A certain sign is when they begin to ask about delivery. Or availability. Or price. If you have made a test closing and they have accepted, YOU ARE READY to close this transaction.

OK, let's review. It's time to close:

1. When you understand fully what their needs, wants, motives, and financial abilities are.

2. They may not say the words, but will give signs. A request for technical data (e.g., does it have spf?) signals that you are there. If the customer smiles, if her eyes light up, if there is an obvious delight in her demeanor. If they want to see something demonstrated again. The time is right.

3. It's crunch time. You've asked them all the appropriate questions. You've led them this far by identifying the things important to them and showing how your product can address those things. So, while maintaining a casual patter, write up the order from your notes. If the customer stops you, you may need to reaffirm the process. Generally, if they don't stop you, you have closed; the customer has purchased.

But -- maintain the same warm, friendly style you have used throughout. Don't ever convey the attitude of "I'm glad that's over." Don't change your manner in any way. To do so awakens insecurity in the customer. Be alert. Be relaxed, Be proficient. Get the order. Confirm with a planned pause designed to get the customer's attention -- and thank your customer profusely.

And finally, as I promised, here are the fourteen most important words in the art of closing: "WHENEVER YOU ASK A CLOSING QUESTION, SHUT UP. THE FIRST PERSON TO SPEAK LOSES." That concept is not unique to me. People who write books about sales techniques emphasize that it's important to say nothing. Let the customer make the next move. If you talk, then you have broken the tension of the moment. At this time, the pressure is on the customer to buy. Don't allow the customer any opportunity to back out. The very best thing you can do at this time would be to firm up the delivery date and time in terms of the choices you offer or accept.

This final thought tonight: once you've successfully closed the first time, the second time is a cakewalk, because you will know you can do it.

As we part, I'd like to tell you about Amarillo Slim, a professional poker player who, when asked if he could teach someone to play poker, responded with "how much money do you have?" Next time we'll offer you some specific closes which you may wish to adapt to your personality and use. They'll be of value to you only if you write them out, adapt them to your specifics, and use them. See you then.

Goodnight.

Ken the Man

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