After covering the five stages of a professional sale and where clear expressions and interest in benefiting from becoming the owner or user of the product or service emerged, it is the right time to complete the operation.
If we stop for a few moments to analyze the above, in all its terms and meanings, we will understand that "the closing is nothing more than taking a logical, natural and obvious step to what has been analyzed between the seller and the potential client so you can start enjoying the benefits of our offer «.
In the case of trying to close a sale and where only one of these aspects have not been fully or satisfactorily covered, the sales representative or whoever tries to do so will encounter two possible consequences:
- You will be able to face a "no" or postponements in making that decision until the appropriate moment, or you may agree to a possible "closure with immediate dissatisfaction" in the case of pressure or a "trick" to obtain the "yes" of the interlocutor.
In these situations and whatever the situation, the result will always be against the good image that is intended to be achieved on the products or services, the brands and the company that generates it.
What we prioritize in our sales
The desire to sell more, obviously necessary for the subsistence and development of all activities, faces an undeniable dilemma: that of its quality.
If we add to this what is intrinsically rooted in our Latin culture and described in our article "The causes that prevent us from achieving better sales", we will understand how quantity is prioritized over quality in the vast majority of cases.
In the closing of a sale, and in the professional sales activity, quality is understood as the degree or level of satisfaction that each buyer of products or user of services perceives.
In short, what is the closing that you want to obtain with each current or potential client? Which will allow you to obtain a satisfied client who will buy from us in the future and even provide us with references to generate more sales, or an unsatisfied client that once you bought from us in good faith, you should join the list of enemies of the company, its brands, products or services?
But let's get away from all subjectivity in this regard: it is not a question of his mental or explicit answer to this question out loud…
The true and valid answer depends on the quality and efficiency of the actions of its representatives that are perceived by its buyers.
The consumers or users of our products or services are the true judges of our actions and the quality of their care perceived as benefits for them is what will really be answered with results. These will arrive or not depending exclusively on what you have done through your representatives, with or without excuses about the recession, the economic crisis, etc.
What should be considered as quality of a closure
From here we can conclude that a quality closure will be one that is achieved with the total conviction of our interlocutor after he has been convinced and is in a position to become a satisfied customer or user.
It is then understood that this is achieved when the sales representative is trained to develop a management that allows him to play a true "advisory role", where he knows how to do it and has incorporated the management skills and abilities to induce his interlocutor to analyze and move naturally and efficiently through the five stages of professional sales, making you visualize how your offer will satisfy and solve the needs or problems that you have been entrusted with in the interview.
When this happens, your desire to start enjoying it will generate enough desire to begin to demonstrate your interest in becoming the owner or user of the product or service analyzed.
Management quality does not exclude quantity. This is achieved when there is an effective method of management for each sales strategy and the adequate and technological human resources are available to drive the action of all the representatives with their market opportunities.
© Copyright 2004, by Martín E. Heller
