The reality is that there is no necessary relation between the value of a product or service and the making and/or direction of a buying decision. ‘Closers’ intuitively understand this.
Equally, many otherwise capable and highly intelligent sales people tend to overlook it and can’t fathom how they’ve lost the deal when they had cast iron proof of their offering’s superior value.
The strongest close is where the logic of the customer’s own thought process is being turned back on him, impelling him to make a decision. And because it’s the customer’s own logic, he doesn’t feel he’s being sold to or pressured.
It’s also then difficult for him to change his mind since nobody wants to appear inconsistent or to go back on their word. People will tend, rather, to justify their decision to themselves, which is why they often buy inferior products and spend more than they need to.
For no better reason than not wanting to appear foolish, they will unconsciously justify the value to themselves. It happens all the time on the High Street, in the boardroom, wherever.
The key for the ‘closer’ is to anticipate these pivotal moments in the sales process and be equipped in terms of technique to take advantage.
By ‘technique’, I mean knowing how to structure their questions and phrasing, and tone and time their interventions to best effect.
Good sales people are always closing: they realise that if they’re not asking questions that could terminate the sales process, even in that first call, then they cannot possibly be advancing it either.
Counter-intuitively, answering questions and providing helpful product information can appear needy, diminishing your status, and by extension your products’, and thus be fatal to a sale.