are you looking at closing all wrong?
by martin bissett
business development on a budget
you might think closing is a huge topic that requires a long post. that’s because most professionals place unnecessary emphasis on closing as if it were a separate step, and in fact that’s what makes the idea of selling so intimidating.
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but the fact is, if you
- create a strong first impression,
- understand the needs of the business and demonstrate that you can help,
- get the next meeting in your diary,
- create, rehearse and present the proposal to all stakeholders, and
- handle their concerns and objections professionally
– then closing is simply the natural conclusion to the conversation.
it’s not a technique. you don’t reach a certain point and decide that now you are going to do your close. it’s just the last part of the conversation.
there comes a point when there is nothing left for them to think about, no questions left to be asked. the benefits of working with you don’t need to be explained any more. both parties understand the proposition at hand.
at that point, there is only one place to go – and the prospective client is actually expecting it. now you can employ simple, effective language to take you over the line and close the deal.
if the meeting ends with the client shaking your hand and saying they have decided to come on board with you, that is excellent. but there is one step that is better, and that is if they are prepared to authorize it in writing and perhaps even sign a payment form, standing order or direct debit that commits them to start with you at a particular time. in fact, your proposals should include a signatory page for them to do this.
this seals the deal and minimizes any chance of second thoughts on the client’s part.
business development tasks
- understand that closing is not an event or a technique, but rather an expected conclusion to a conversation about two organizations working together.
- make sure you have resolved all concerns of the prospect before trying to close the deal.
- prepare comfortable and even assumptive language you will use to schedule the next steps to begin working together.
- include payment and authorization forms in your proposal document to reinforce the level of commitment your new client is making to you.
- use a standing order or direct debit form to ease your own cash flow and reduce the need for cash collection calls.
- schedule specific, uninterruptible time in your diary to ensure you are ready and comfortable in the process of closing the deal as a natural conclusion to the conversation.