How Can You Close a Sale that was Never Open?- CPR Closing
Every day at WWW.SELLability.com we run sales clinics and help Executives and Sales Professionals handle why sales are low, why there are failed closes and why closing rates are so low. This can be blamed on a variety of false reasons. Like: The economy, the weather, the government and I am sure we can think of a few more. None of these “excuses” will handle your sales. The truth is that CLOSING IS NOT THE PROBLEM. THE PROBLEM IS OPENING!
For example, every customer including ourselves resists and reacts during the buying process. We all have our own list of favorite objections we use when dealing with salespeople. Including:
• That’s a LOT of money
• I need to talk with my spouse
• I want to think about it
The problem for most salespeople is that they do not develop enough TRUST at the beginning of the sales process. THE SALE WAS NEVER OPENED, SO HOW COULD IT BE CLOSED!
When this happens, your customer will talk very little (a bad indicator) and save all their objections until the point where you are trying to CLOSE them.
Imagine the salesperson thinking it’s time to close the customer (this is the end of the process) and all they are handling is the objections that did not come up at the beginning of the sales process because there was no trust. The sale was NEVER OPENED.
At the beginning of the sales process when the first contact is made, we must develop enough TRUST, so the customer is willing to tell us what they are truly thinking. This trust is the foundation that makes the rest of the sales process successful. The customer is then willing to tell you what they agree with and what they disagree with so these “objections” can be handled early in the process. That way the salesperson is NOT handling them at the close.
Practice developing trust from the moment you meet your customers. Then truly understand what they are thinking, what they need, want and would agree with. Only then can you qualify, educate and close the customer.
If your sale is stuck or not closing ask yourself, “why should my customer buy from me?” Ensure you truly understand this from the customer’s point of view and not yours. You may find that you do not truly KNOW the customer’s viewpoint. If you realize this, you can fix it.
Call up your customers and let them know you care enough to ensure you truly understand their point of view. Ask them if they would not mind sharing what they are truly concerned about and are interested in. Most salespeople are unwilling to look at this point, which results in a failed close.
Doing this CPR on a failed close should resuscitate most of them. Try it and see for yourself!