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Many sales people have a real problem closing the sale. The reason is they fear the personal rejection. Upon examination, they have a better than 50% chance to close the sale. If they've done a credible job, then their chances increase dramatically. However, if the prospect is allowed to stall, there is a 95% likelihood of losing the sale. The odds dictate you forget the rejection and go for the close. The odds are in your favor.
This is different from a trial close. The trial close is simply testing the waters to determine if the prospect is willing to buy and if not, determine the obstacles and hurdles that must be overcome to close the sale. This is a standard sales strategy all good sales people use during the sales process.
The difference between the two is fear. The sales person is fearful of asking for the order since they translate the prospect's actions and intentions personal into personal terms.
Implications to the Sales Person
What needs to be stressed to both new and experienced sales people alike is when personal fears are examined in the light of the day, you often will find them to be irrational. If you follow your emotions you will more than likely lose the order. This will support your personal fears. You feared losing the order. It happened, not because you were rejected personally, but because you failed to perform your job.
The Application
Buying decisions at any level are business decisions, not personal decisions. If you are doing your job, using trial closes moves the prospect closer to a commitment whereas waiting for the prospect to commit without asking is simply not responsible for the professional sales person. It is your job to ask for the order and in fact the odds are in your favor that you will close the sale, if you ask.
At the moment of the close, if the prospect begins to stall, you must become more aggressive. Probe to find out the real reason for their reluctance.
Before you leave the prospect's office, determine the real reasons behind the conflict and then aggressively resolve them.
If you still are unable to gain a firm commitment on the order, make sure you get a commitment on another appointment to resolve the open issues. Get back in front of the prospect as quickly as possible. The longer you delay, the more likely you will lose the sale.
Something to Think About
Sales fears are irrational. With this in mind, consider the following points:
1. Have your fears ever prevented you from closing a sale? What where they? Were they grounded in fact or fiction? What was the outcome of this sale? Explain.
2. Describe a sales situation where you have developed fears about the outcome and where able to successfully overcome them. What happened and what was the outcome? Explain.
-- By Timothy F. Bednarz, PhD
Timothy F. Bednarz, PhD is the Principal Partner of the American Management Development Group. He can be reached at 800.654-4935 or amdg@charter.net. Find out more at www.LetsTalkSelling.com.
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