Volume 17, Issue 5- September/October 2013
The Art of Closing the Sale
I am sure all of you are looking for a cool spell right about now. However, some of you are thrilled with the heat. It helps to make the cash register ring with joy!
Recently, I had a conversation with a company owner on how to close a sale. As we spoke I realized that they were trying to “buy” their proposals … not selling the product but, buying the sale.
I told him to think about going to the grocery store. When you walk down the canned vegetable aisle, the name brand of canned corn is really no different than a can of corn from a store brand and usually the store brand is less expensive. So, how does a national brand sell the same product for more money? After all, when you open the can, the content is the same, right? Many people feel the same way about our product.
Here are a few pointers on how to close the sale and save your bottom line.
Rule #1—Do Not Sell on Price
I rarely go into a sale as the least expensive company. I start out by selling my experience and the skill of the installation team. Let’s face it, if you are selling a commodity film like Silver 20, every manufacturer on the planet can probably supply you with the product, right? The product is the primary focus, right? WRONG! The primary focus in this situation is the window film company and its installer team. Sell your client on your team’s skills, knowledge and exclusive projects. You work hard for your sales; do not give them away on price.
Rule #2—Sell Yourself
What sets you apart from the competition? It is vitally important to know and understand not only the products that you currently represent, but to know about the competitive products. In your opinion, what makes your product line superior to your competition’s line? More importantly, what weaknesses are in your product line?
You need to identify this flaw and be ready to overcome the issue if and when it comes to light. A good salesperson can identify the positives and the negatives within their product line and know how to sell the product regardless of the objection. I believe in most cases it does not matter the brand of film you sell; what matters more is that you come across as a sound salesperson.
Rule #3—Follow Through
If you say you are going to be at an appointment at a certain time, be there. Do not show up late and then blame it on traffic, running late, etc. We all know about the cable guy wanting to show up between the hours of 8:00 a.m. and 5:00 p.m., right? It drives everyone crazy. Give yourself ample time to be punctual. If you are truly running late, pick up the phone and make the call. Do not leave your customer stranded waiting for you to arrive.
Ask yourself, if I had to wait 30 minutes for a salesperson to show up would I purchase the product from that person? Most people would say no. If someone schedules an appointment with me and shows up more than 20 minutes late, I might not be as interested in what they have to say as if they had shown up on time or if they had been considerate and given me a quick phone call. If you are in a situation where the client is accepting more than one proposal and you show up late without notice, most likely you are already out of the game.
Rule #4—Look Presentable, Smell Good
Throughout my entire career, I am amazed how many “professional salespeople” do not look professional or understand what good hygiene is. This is a simple basic rule that many people overlook. Do not show up in jeans, a t-shirt and flip-flops. If you are a professional salesperson you must look the part. I have sold film at the beach, horse ranches, driven on dirt roads, etc. I always wear a suit, nylons and high heels and manage to take a shower. My point is that no matter where the job is located, I treat each individual with respect. As a professional salesperson, you are the first representation of your company and offer the first impression. Do not overlook this very important step.
Take these simple pointers and head out the door. I can already hear your phone and cash register ringing.