Your Prospect Will Remain a Prospect Until You Close

As a salesperson, you can turn closing the sale into an exciting and positive event. Make no mistake, closing is the bottom line. The result is a paycheck to deposit.

Common Selling Errors

1) Failure to ask for the order
It's hard to believe, but the main reason people do not buy is that they are not asked to own. Up to 60% of all sales calls end without an attempt by the salesperson to close even once.

Only a small percentage of salespeople have the skill to ask for the order multiple times. The average salesperson waits until the end of the presentation, shifts nervously back and forth, and timidly asks, "Is this what you had in mind?" Or the classic, "Well, what do you think?"

2) Talking too much
Most salespeople know how to stop talking. They just don't know when. There is such a thing as overselling. When it happens, it's like knocking on a turtle's shell, trying to get the turtle to stick out its head. The prospect is dazed, not dazzled, by a salesperson with loose lips.

Superior salespeople question skillfully and listen attentively to the prospect's needs. They ask their way into a sale, they don't talk their way into it. And their words inspire, rather than tire, the buyer.

3) Talking past the close
When you ask a closing question and your prospect confirms a readiness to own in your neighborhood, the conversation stops, your presentation ceases, and you start preparing the paperwork.

For example, you say: "The current production schedule guarantees your new home delivery by the end of August. Is that satisfactory?" Your prospect answers, "Yes, it is." At that moment the decision to own has been made. End your presentation. Move swiftly to prepare the contractual agreements.

4) Arguing with the prospect or customer
When you receive objections or challenges to your claims and you defend your product, you are in essence saying the customer is wrong. People dislike being told they are wrong, even if they are. Remember, when people have objections, respond to them in a positive, nonthreatening way.

5) Knocking the competition
Avoid referencing your competition, but if something is said about a competitor, negative or positive, simply reply, "They are a fine company and seem to do a good job."

When and How to Close

The most appropriate times to close are during a presentation and at the end of it. Don't put off asking for the order later in the day or week. After the presentation, or maybe during, the prospect usually has 100% of the information available and is emotionally closer to making a decision than at any other time.

Have Your Closing Material With You ... Always

Be ready to close anytime, anywhere, the moment your customer acknowledges acceptance. Keep your closing forms, calculator, pen and all other materials with you at all times. Take them with you wherever and whenever you are with a prospect.

When you receive commitment but decide to process the paperwork later, the client will have additional concerns you will have to address. In some cases you virtually will have to start your presentation over. As difficult as it is the first time around, the second time is worse because the emotional odds are against you.

Learn to Talk on Paper

Ink it, don't think it. When delivering a presentation, display the presentation and its highlights in writing. Write any key benefits, warranties and assurances on a pad and then let the prospect view it during a planned oral presentation. Combine a verbal presentation with the power of the printed word.

Ask and You Will Receive

Those of you who are hesitant to ask for fear of appearing like hard-sell, high-pressure salespeople should know that asking for the order is the fundamental quality of the top new home and neighborhood sales professional. The critical closing instruction is to ask for the order. Ask enthusiastically. Ask confidently. And continue to ask until your invitation to own is accepted. Then have your paperwork ready.

The Final Instruction: Silence

Why is it necessary to remain silent after asking a closing question? If you say anything before receiving a response, you take the pressure off the prospect. By remaining silent, one of two things will occur: