ACTION 5: CLOSE THE CONVERSATION
Then Consolidate ends with a close . . . every time! The close is the last thing you say before hanging up the phone, leaving their office, or walking away, and this closure does count.
To close the conversation and minimize potential buyer’s remorse, let them know they have made a sound or good decision and again restate the value—how their POWNs will be resolved.
Personalize your final statements with specific and relevant comments such as:
• “Thanks for allowing us to __________.”
• “I appreciate the time you have given us to __________.”
• “I appreciate your arranging a meeting next week with ___________.”
• “Please do not hesitate to contact me if you have any questions.”
You will keep future opportunities open with an invitation and/or question such as:
• “How else might we help you?”
• “What else would you like to discuss?”
• “Please know that you can contact me via email or phone whenever you need.”
• “When should I follow up to see if all is going as planned?”
• “What’s the best way to stay in contact with you?”
End your conversation as positively as it started with: “Congratulations,” “Thank you,” or “I appreciate _______.” Include a specific and personal reason why you are congratulating or thanking them. According to 2010 research from the Journal of Marketing, flattery works!
TIMELY TIP
The power of a sincere “Congratulations!” is underestimated. Congratulating your buyer on a decision or commitment is a powerful way to strengthen their confidence that they’ve made the best decision in moving forward. To make it more powerful, send a note of congratulations after the conversation.
Then Consolidate is the final step to successfully bring your sales conversation to closure. Keep in mind that one run-through of WIIFT often is not enough:
• Once your decision is secured, you might start the whole process over again with a new POWN, buying team, or procurement.
• You may uncover a new POWN at the end of your conversation and need to circle back to Investigate, Facilitate, and Then Consolidate again.
WIIFT is a conversation framework and a strategic road map to track your major stopping points within multiple sales cycles. Follow the five steps of WIIFT in every buyer conversation to advance or make your sale.