According to Protocol 80’s CRO, closing deals is an essential skill for salespeople. But the traditional “closing” approach can feel daunting, especially for new reps. Many lack a defined closing strategy, or if they do, they’re hesitant to bring it up.
What if you could get a “yes” or “no” quickly and avoid deals stalling, dragging on, or losing momentum? Here’s a powerful strategy: Introduce your closing strategy in the first sales meeting.
Why Transparency is Key to Effective Closing
By openly discussing the sales process upfront, you can alleviate apprehension, foster trust, and pave the way for smoother, more effective closes. Here’s a deeper dive into why closing strategies can be uncomfortable, and why covering your process in the initial meeting is a best practice:
Why Closing Strategies Feel Uncomfortable
- Pressure of the Deal: Closing strategy can feel high-stakes, and the pressure to succeed can make traditional closing methods feel uncomfortable.
- Fear of Rejection: Fear of rejection can undermine your confidence and ability to effectively communicate value. You might avoid taking steps to move the sale forward.
- Awkwardness of the Process: Traditional closing strategy steps can feel forced and unnatural, leading to a loss of trust, which is crucial for closing any deal.
The Power of Transparency: Easing Apprehension
Outlining your sales process during the initial meeting helps tackle closing strategy apprehension. When you share your well-defined process with potential buyers, you offer them a roadmap of what to expect. This transparency demonstrates your commitment to a collaborative approach, shifting the focus from pressure to a structured process. For example, you could say: “As discussed, we’ll meet weekly for the next few weeks for quick check-ins, even if nothing has changed.”
Your closing strategy should be a natural part of your sales process, occurring after a defined set of milestones, like a quote being sent. Now that you understand the “why” behind covering your process upfront, let’s explore the “how” of implementing a transparent closing strategy.
The 4-Step Transparent Closing Strategy
The goal is to guide potential clients seamlessly through the sales process while alleviating any apprehension. Here’s how to integrate this approach into your sales methodology:
- Introduce Your Sales Process
Towards the end of your first meeting, introduce the high-level sales process. Briefly explain what they can expect moving forward, including next steps and other relevant details. Alternatively, you can let them know they’ll receive a process recap in a follow-up communication. This initial insight sets the stage for transparency and demonstrates your commitment to keeping them informed.
- Visual Aids for Clarity
A visual aid, like a flowchart, can be a valuable tool for explaining each sales stage. Take it a step further by emphasizing the buyer’s benefits at every step. Highlight how each phase aligns with their needs and challenges, reinforcing the value they stand to gain.
For example, let’s say you work for a tech startup selling practice management software for small physician-led practices. You’re meeting with the office manager who’s having trouble managing scheduling and billing, causing friction with patients.
You could offer a visual aid that demonstrates how your software improves scheduling and billing efficiencies, allowing the doctor to have more face time with patients, ultimately improving patient satisfaction. You could also reference similar practices you’ve helped with the same issues. This relatable approach enhances their understanding of the journey ahead.
- Schedule Your Closing Meeting Upfront
Incorporate your closing attempt into the process from the outset. If possible, schedule it during your initial call or interaction. This sets a clear timeline and establishes expectations for a decision point.
If your sales process involves multiple pre-closing meetings, consider scheduling those appointments as well. This proactive approach maintains momentum and establishes clear expectations.
- Embrace Rejection as a Path to Success
Understanding that a swift “no” can be more beneficial than prolonged indecision is crucial. By addressing potential roadblocks early and openly, you ensure valuable time isn’t wasted for either you or your prospect. This mindset shift can make the fear of rejection more manageable and empower you to focus on leads with higher potential.
Paving the Way for Success with Transparent Closings
While a strong closing technique remains important, the key lies in integrating it seamlessly and transparently. By incorporating these strategies into your sales approach, you can transform the closing process from a source of apprehension to a structured and collaborative experience. By openly sharing your sales journey and its benefits, you foster trust, reduce pressure, and ultimately increase the likelihood of successful closes. Remember, closing isn’t just about the deal — it’s about building lasting partnerships.
