The ABC’s of selling

In sales, there’s an acronym, ABC – Always Be Closing. What makes this acronym so  relevant? Research shows that sales reps who close more, win more. For world-class sales professionals, getting to the close is easy. The hard work happens as you  facilitate, guide and educate your prospect through a decision process. Here’s how you can build more closes into your sales process.

Meet their criteria. The ValueSelling Framework sales process is based on your prospect’s buying process. Both individuals and businesses make buying decisions based on simple criteria. All prospects must answer the following questions for themselves:

• Should I buy this product/service/solution?
• Is the purchase worthwhile on a personal and business level?
• Do I have the authority to act?
• Am I convinced?

If the answer to any of these questions is, “No,” then you are likely to lose the sale. Therefore, trial closing questions can be an efficient way to learn your prospect’s opinions before you go for the final decision and close.

Trial close throughout. A trial close is a diagnostic tool that helps you gain additional insight so you know where to invest your time and energy as the sales cycle progresses. Like any tool, a trial close must be used effectively to get the right results. Use trial close questions throughout the sales cycle to test whether or not you are on track, and whether or not the prospect is in your court. Examples include:

• Based on our discussion, do you think that these capabilities will enable your organization to achieve your business goals?
• Will this solution solve your business problems?
• Can you describe how this could be implemented in your situation

The answers to these questions often serve as a confirmation of what you have heard. It also builds your credibility with the prospect by demonstrating your listening skills and your understanding of the prospect’s individual and business requirements.

Paint a picture. Another technique is to ask presumptive questions that allow your prospect to visualize themselves using your products or services such as:

• Once this solution has been implemented, is there enough impact to justify the expenditure?
• Would you want to get started in March or April?
• What has to happen for us to get started during the next 30 days?
• When do you envision seeing the results?

When you guide your prospect through the sales process, the logical outcome is a closed deal. Manage the process by adhering to the ABC’s of selling. In the end, you’ll help ensure that a deal really happens.