ABC Always Be Closing

I have always believed that selling skill development is the one of the best ways a company can spend their money and improve their bottom line.  Talent in any field improves with talent evaluation, further training and practice. I make it a point to watch and study top sales individuals in an effort to break down the process into teachable techniques.  When it comes to the actual sales presentation, in my opinion, the close is one of the most important components.  Even if you have not earned the right to close, close anyway.  It’s one way to at least summarize exactly why you were there and what it is you want that person to do.

How often do you get all geared up for a call on your doctor, go into to give the presentation and they only have time to sign for samples?  It’s disappointing, I know, I know.  It is very frustrating to be ready to deliver a great presentation and the provider is not there or they are too busy to talk to you.  You can still salvage the call if you are prepared with your backup plan.  It’s called a FBA + CLOSE. FBA (deliver a product feature, benefit and the competitive advantage) and then ask them to do something!-in other words, CLOSE. Delivering a FBA+ Close takes 15 seconds or less.  It does take preplanning and practice to deliver effectively.  I will discuss a FAB some other time and how to execute this flawlessly.  But you’ve got to set the bar high and keep it high.  When you show up, all your customers should expect you to ask them to do something, to take action and prescribe your product today!

A sales presentation without a close is like a Thanksgiving Dinner with no turkey being served.  The turkey is the centerpiece of the Thanksgiving meal.  All the pomp and circumstance of presenting the bird – you, know, some kind soul does all the work slaving in the kitchen from 4:00 am until 2:00 pm. When the turkey is done, it is carefully removed from the roasting pan to the platter. In our house the platter is in the china cupboard and is only used for this yearly special occasion. The turkey platter is then carefully but ceremoniously carried out from the kitchen to the dining room table.  Everyone is sitting around the table watching a special family member dramatically sharpening the carving knife with long, slow draws of the shiny steel down the knife sharpener.  The entire meal now awaits the culinary autopsy of the turkey.  But, wait a minute, the carver sits down and says, “Well thank you for giving the turkey a try”   Huh?  That’s exactly what a sales presentation is like without a close – it’s a big let down in light of all the effort it took to bring the turkey (or the product)  to the table (to the customer) for the Thanksgiving meal.  “Ann Warfield, CEO, Impression Management Professionals, a consulting and coaching firm that helps people say the right thing at the right time every time ‘Never ask, ‘So, what do you think?’ ‘How does that sound?’ or ‘Do you have any questions?’ None of these are closes.’ ” 1

The close accomplishes three things:

1. Summarizes the sales presentation and discussion
2. Is a call to action that is specific and measurable
3. Allow you to hold the provider accountable on the next visit

In summary, close!   Close on every call!  Close even if you did not earn the right or the presentation was not that great – close, close, close and don’t stop closing!

1 http://www.sellingpower.com/html_newsletter/article.asp?NLid=5&Lid=796&ARTid=3571&nDate=August+20%2C+2008