What to listen for when closing the sale

In the previous four articles (available at www.vet-advantage.com) you have studied the value of putting your customers first by learning what is important to them and when it is important to them. You’ve seen how to interact with customers on a different level by acknowledging and aligning with them. You have learned how to create conversations about sales while generating loyalty, and when and how to make recommendations to customers that will benefit them and their practices.

Now it’s time for “The Close”. This is the last step in a successful sales call. This is also the part of the conversation that troubles most sales reps. There are a few factors that make many sales reps uncomfortable: “How do I do it?” “When do I do it?” “What if they say no?” These are typical thoughts for many inside sales representatives. This article will calm these fears and explore how to successfully end a sales conversation.

Looking for buying signs
When closing a sales call, you are looking for a level of agreement from your customers. Rest assured that the opportunity for a successful agreement will present itself if you have followed all of the other steps discussed up to this point. You have learned what is important to your customers, when it is important and why it is important. You have learned how to convey this information to your customers by acknowledging them as you do your friends in daily conversations. You have learned how to align with your customers no matter where their mindset may be. You have created a level of comfort, trust, and partnership that allows you to make recommendations to your customers. By accomplishing all of these things you have designed the perfect opportunity to be their partner and to allow you to service their needs. You just need them to agree.

Asking for the business is an extension of your ability to meet the needs of the customers that you are serving. Your customers are expecting this to happen. They appreciate your knowledge of their business, the interest that you express in what is important to them, and they respect your concern for their continued success through the recommendations that you make. All that remains is to make sure that they are taking advantage of the opportunity presented.

How do you know when the customer is ready to move from information gathering to purchasing (or agreement)? You must be able to identify buying signs. Many buying signs present themselves as positive responses or requests for more information. “What sizes do they come in?” “Is there any delayed billing with this promo?” “What did I buy last year?” These types of questions are buying signs and indicate the customer is ready for the close.

Sometimes a buying sign may not be as positive, but still indicates interest from the customer. “I am not the only decision maker.” “I don’t have a budget for that right now.” “The price is too high.” Comments like these show that they have become engaged in the conversation. They are weighing the opportunity to agree with you. Although more information is usually needed to overcome these initial objections, these should still be identified as buying signs from the customer. Asking your customer to clarify the objection keeps the conversation between friends with a mutual interest. Immediately answering an objection may be interpreted adversarial or challenging to the customer.

Using clarifying questions will keep you in a position to best help the customer meet their needs.

• “May I ask who the decision makers are and what you might need to present to them?”
• “In these economic times it is important to make sure that you are making the right choices. May I ask what factors you need to consider when you are deciding on this type of investment?”

Working on an agreement
When the conversation transitions from information gathering to a level of interest, it is time to start discussing the agreement. Allow your customers to work themselves into a comfortable level of commitment. This process enables you to have a conversation that is as effortless as the daily conversation that you have with your friends and family. An experienced salesperson is always interested in the things that are the best fit for their customers at any given time. You just want them to agree that you have done your homework correctly. The agreement is the final step in a sales process, but it can often be the beginning of a relationship with your customer.

The sales process becomes almost effortless when you focus on your customers and not on yourself. Fears of an inside salesperson have been discussed over the last few articles.

• “I don’t want to bother them.”
• “I don’t want to say the wrong thing.”
• “I don’t want to come off as a salesperson.”
• “I don’t want to blow it.”

The sales process is not about you. By keeping the focus on your customer and their needs from the beginning of the sales process to the very end, you will experience a sales process that is free of these worries. If the sales process is truly about your customer and not about you, it will become as effortless as having a conversation with your best friend. Be aware of who you are focused on before, during, and after the customer interaction. You want your customers to “agree” with the information that you have provided and “agree” to you servicing their business needs. Investing in your customers will allow you to make deposits into your own bank account.

Todd Brodersen has more than 16 years of experience in the animal health industry, specifically in executive level sales and marketing management. Todd has first-hand knowledge in conceptualizing and implementing best practices in sales, marketing, distribution and procurement. Todd operates Same Page Consulting, Inc. out of his hometown of Omaha, Neb.