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Seven ways to close
Most customers have developed ingrained responses to many of our patented sales techniques. We must take control of our presentation without taking away from the customer’s choice. Here are seven steps to take into account when closing.
1. Pattern interrupt
Involve customers and teach them quickly that you are a professional. Interrupt their automatic-response system controlling the environment with L.E.A.D.S.
For example, when a customer asks about your interest rate, you could say, “Sure, but let me serve you better by finding out more of your needs than just an interest rate.”
Develop a customer-communication system (CCS) and use it for a pattern interrupt. When the customer asks for a rate, explain that you use a CCS and will communicate regularly about the status of the loan. Establish what day and time are best for the customer, and then go right into the next step . But remember to stand by your promise and call each customer back when you said you would.
Create your own pattern interrupts. Draw upon your own experiences.
2. Ground rules
Involve the customer in establishing tasks and assignments. Do not revert into salesperson mode. Be a professional and a friend. Listen and empathize with customers while you create times to stay in contact. Some salespeople rely on other staffers to communicate with the customer. This can reduce the level of professionalism you wish to maintain and lower the potential for referrals.
3. Compelling personal reasons
Through L.E.A.D.S., you discover customers’ reasons for wanting your product or service. Their reason motivates them and can be emotional. Refrain from qualifying or quoting here.
If you speak to them on the phone, listen carefully to their environment. A background noise of children, traffic or the office can help you relate to their environment. If it sounds chaotic or busy, suggest that you call them back at a quieter time. Make the experience as pleasing to the customer as possible — it’s not a call-capturing technique. Get caller ID if you only wish to capture phone numbers.
By now, you know your customers’ needs and why they turn to you. Your image and reputation will spread — not for being a great salesperson but for being a true professional who listens to customers.
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