Avoid Classic Closing Mistakes

Selling is easy – closing can be hard.

That is true, but only if you fall prey to the three common closing mistakes that have been known to trip up even the best sales people.

Topping that list is not asking for the sale. Strange as it may sound, many sales reps fail to bring the sales process to its natural conclusion because they ask the prospect for their thoughts or opinions on the product in question rather than asking them to actually buy it.

To avoid this trap, end the meeting by summarizing everything the prospect has said they are looking for and how your offering meets those expectations. Highlight any benefits that come with making an immediate commitment to buy and get them excited about their purchase.

The second most common closing mistake is one we touched on last week:  ignoring the signals your prospect is sending about their readiness to buy. Back off on the sales pitch long enough to hear what they are saying. Too many sales are lost because an over-eager (or perhaps nervous) sales pro talked right past the prospect’s acknowledgement that they were, in fact, ready to buy.

The final mistake is letting past experiences negatively affect the situation at hand. If the last meeting ended in rejection, shake it off and plaster on that positive attitude before facing your next prospect. Along those same lines, going in with the attitude that this sale is a “sure thing” because the last meeting ended in success can be equally off-putting for the prospect. It’s never a done-deal until the sale is closed.

Sales success comes from projecting a positive attitude, approaching each opportunity with enthusiasm, paying attention to what your prospect is saying and – ultimately – leading them to the close by asking them to buy.