Renovate the ‘CLOSE’

June 12th, 2015 | Posted in Business, Marketing by

10926188_10153286378884551_6449498000325245742_nIn sales we’re taught to go for the close – to get the deal. We’re encouraged to go into the close strong, stay firm and land the sale. Does it work? Does it feel good?

Last month I sat through a timeshare presentation in Mexico. [If you’ve been to one you know exactly where I’m going with this.] The way they do business works – they sell timeshares and make money.  The WAY they do it is awful. It’s a high-pressure, ugly sales process that leaves you feeling slimy. And I own time share.
I love my timeshare. I would encourage others to buy timeshare. But I don’t support how they DO sales. They’re pushy, the process feels dishonest and not matter how many times you say no they push on. And then when they say you can go back to your vacation – another guy comes in and tries to push you one more time. It’s an uncomfortable process. One that I couldn’t be part of even though I LOVE my timeshare and I’ve been an owner for over 20 years.

I hate the process and yet I sat through another presentation – voluntarily. I must be nuts. I got the free gifts, I didn’t buy another timeshare and I had fun watching the sales process. Watching these sales people work is entertaining to say the least. Over the course of a few hours the salesperson tries to woo the people they are working with – they try to make fast friends. Then once an hour or so has gone by they go in for the sale. They start high, knowing full well you won’t buy at that price. Then they begin to offer discounts and when that doesn’t work they  they get ‘the manager’ involved and he/she offers ‘special’ incentives. And then if you still don’t buy they send you to the ‘closer’ guy. And somewhere during the process they get a bit more distant and more unfriendly. I saw it happen to every person who didn’t buy. The sales people appeared angry t people didn’t buy. That’s where the process really felt slimy. I know they have a reason for how they do this but it just feels wrong, dishonest and phony.

What if they went in, they gave you your free gift and showed you the options? What if they said, here’s the best price for the different packages we have? And then those prices stayed the same for a year. What if they stopped bringing the manager over and were just honest about him not really doing anything but being there for show? What if they said,  “we want you to buy here because it’s a beautiful place and we can give you a better price than booking a room every year?” The company may sell less initially but over time they’d increase their reputation and possibly have more sales. I for one would send my friends to a company that operated this way.

Sales isn’t a one time deal – it’s an ongoing relationship. We live in a instantly connected world. A place where it’s possible to stay connected to your customers long after they buy from you. And when you stay connected to them they will more likely buy from you again.

I think as sales people, as business people we need to rethink the way we ‘close’ the deal. Below are some ways we can renovate, make changes to, the way we close.

Ways to Renovate Your Close:

1. Focus on the people you are working with. Make them feel special. Be genuinely interested in who they are and what is important to them. People can tell if you are faking it.

2. Focus on your long term goal. If you want long-term customers, you must treat them that way from the beginning.

3. Realize the entire sales process is a close. The close doesn’t start when you ask for the sale, it starts the minute you meet a potential customer.

4. SHUT UP! Stop talking and listen to your customers. They don’t want to hear you go on and on and on.

5. Be honest. Stop pretending the manager has a ‘really’ special deal – tell it like it is. Give away your secrets – share value throughout your presentation.

6. Be nice. You never know when a person will be ready to buy. If people liked you and you treated them well, they may come back to you down the road.

7. Get feedback. Ask people how they felt during your presentation. Get a mentor or coach. Get clear about how you’re affecting others during your sales pitch. You may see yourself differently than your potential clients do.

Additional information on Renovating Your Close

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