How a customer's impressions are affected during the closing process.
Outside the closing process, the buyer's impressions are also affected by:
* The activities and communications that took place before the closing process began.
* A like or dislike of the following:
-Seller's products or services
-Other personal biases
How the Prospect's Impressions are Affected as a Result of the Closing Process
Poor Close. The buyer Feels That the Seller:
* Improperly assumes the customer is ready to buy.
* Fails to close on relevant issues or the buyer's interests.
* Fails to recognize and respond to buying signals.
* Does not use closes that fit the situation.
* Fails to appeal to the buyer's values and behavior.
* Fails to satisfy the prospect's needs.
* Closes brusquely.
Good Close. The Buyer Feels That the Seller:
* Positions and times closes for best appeal and results.
* Uses a variety of soft trial closes when the buyer is ready.
* Anticipates objections and answers them professionally.
* Is responsive and uses body language that makes the customer
* Projects views.
* Ties closes to the buyer's needs.
* Is a problem solver.
* Offers empathy.
The Ten Laws of Closing
The closing process is governed by a number of basic rules. When faithfully observed, these "Laws of Closing" will help a salesperson close more effectively.
1. Never fear closing. It is your privilege, your right, and the way you earn your living.
2. Never fear rejection. It is the listener's privilege and right to reject a closing statement.
3. Position and time the closing process for maximum results. Do not close while the prospect is confused. Close when the customer is indicating that his or her needs are being met.
4. Use trial closes frequently.
5. When appropriate, position closes to follow benefit statements.
6. If the customer is closing the sale, stay out of the way (do not interrupt). Allow such buyers to talk themselves into the close.
7. If possible, avoid closing by calling for a decision. Instead, close by asking for a preference or opinion.
8. Use closing statements that appeal to the customer's needs, desires, values, and personality.
9. Respond to buying signals appropriately (for instance, replying to a question), and then always, always, always close on a buying signal.
10. Plan ahead, and save the best close for last.