Heather Ramsey, Corporate Catering Manager at Marriott Houston Hobby featured in Chapter 13, looks at closing from the prospect’s point of view. Although the special event plan she prepared may seem perfect, she realizes that the customer may have a different point of view. A special event in her department may be a corporate reception, a wedding, a bar mitzvah, or a class reunion. She must try to see the actual event through the eyes of the customer and, from this insight, use adaptive closing questions to confirm the sale and a long-term partnership. Heather believes that relationship-building skills must be applied at every step of the sales process. If she is continually adding value throughout the sales presentation, closing is much easier. This is especially true in those cases in which price might be a barrier to closing.1

Throughout the evolution of personal selling, we have seen major changes in the way closing is perceived. Prior to the introduction of consultative selling and the partnering era, closing was often presented as the most important aspect of the sales process. The early sales training literature also presented closing methods that encouraged the manipulation of the customer. Use of any closing method that is perceived by the customer as pushy or manipulative will damage your chances of building a long-term partnership, even if you do get the sale.2

Closing should not be viewed as a strategy to win at the expense of the customer. The proper attitude should be: “If this is the best solution for the customer, I should help her make the correct decision.”3 Once the best solution is determined, asking for the order is the next logical step.

We take the position that in many selling situations the salesperson needs to assume responsibility for obtaining commitment from the customer. Some closing methods can move the customer from indecision to commitment. When these methods are used effectively, the prospect will not feel pressured. In some cases, we need to simply replace defense-arousing language, such as, “This is the lowest price available anywhere,” with a positive need-satisfaction question, such as, “Wouldn’t this new software help you achieve more efficient inventory control?”

Asking for the order is less difficult if the salesperson is strategically prepared for the close. Preparation for the close involves understanding customer needs, custom fitting solutions, and planning appropriate closing methods. Throughout the sales presentation, the salesperson should recognize closing clues and be prepared to use effective adaptive closing methods (Figure 14.1).4

Review the Value Proposition From the Prospect’s Point of View

Closing the sale is usually easier if you look at the value proposition from the prospect’s point of view. Have you effectively summarized the mix of key benefits? Will your proposal provide a solution that solves the customer’s problem? Is your proposal strong enough to win over a customer who is experiencing buying anxieties?

Gene Bedell, author of 3 Steps to Yes, reminds us that buying often causes emotional stress, sometimes referred to as “buyer’s remorse.” The following buying anxieties help explain why some customers are reluctant to make a commitment to your proposal.5

• Loss of options. If the customer agrees to purchase a $5,000 design proposal, then that money will not be available for other purchases or investments. Agreeing to purchase a product or service often means that some other purchase must be postponed. Anxiety and stress build as we think about allocating limited resources.

• Fear of making a mistake. If the customer believes that agreeing with a closing request may be the wrong thing to do, he may back away just when the decision seems imminent. Fear of making a mistake can be caused by lack of trust in the salesperson.

• Social or peer pressures. Some customers make buying decisions with an eye on the opinions and reactions of others. A business buyer may have to justify a purchase to her boss or employees who will actually use the product. Be prepared to deal with these anxieties as you get closer to closing the sale. Sometimes, just a little gentle persuasion will help the anxious customer make a decision.