A turn of phrase can make or break your closing sales statements. Here’s what you need to know to make the right choices.
There’s a certain point in every sales cycle where you either get the sale, or you don’t. Sometimes that point (successful or not) becomes apparent early in a sales call, especially in the case of a hot lead. Other times, you just aren’t sure. Your prospect is on the fence, and you just can’t tell what’s going to happen. At times like these, everything is riding on your closing sales statements to win or lose the day.
That’s right. Your closing sales statements (plural, because you should have more than one) can be the point at which you convince your prospect that your product or service is the best way for them to solve a problem. Or, sometimes you don’t manage to convince them. We’ve all had those moments. We’re involved in a good conversation, the person we’re working with stays with us and follows along, they like what we have to offer, and then: they aren’t entirely sure if they’re ready to commit. It’s like the moment in Lord of the Rings when Frodo debates with himself whether or not to throw the One Ring into the fires of Mordor. Do it and save the world, or keep the ring and be all-powerful.
It’s unlikely that your sale carries the fate of humanity on its shoulders, but a commission could be at stake, which is almost the same thing under the right circumstances. Feeling the pressure yet? Don’t worry. Once you know which closing techniques and phrases to use (and which ones NOT to use) it gets a lot easier to construct a few closing sales statements that will improve your success rate.
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These are the keys to developing closing sales statements that work
Before we get to the close, let’s talk about the entire process. You can’t have a lackluster sales process and expect to save the moment with a good close. Your technique doesn’t need to be flawless, you can make mistakes and recover, but your overall sales process does require a strong foundation and a solid strategy to flow naturally to a successful close.
Assuming you’re beginning with a cold or even warm call, start with a script that outlines your offer concisely. Be sure to include pertinent information like your name, company name, contact information, and what problem of theirs, precisely, your product or service can help with. That could be anything from financial services to marketing help to selling a clothes washer and dryer that automatically folds all the laundry.
Be sure you speak slowly and clearly to your prospect when you’re on the phone with them and don’t forget to always leave a voicemail if you don’t connect.
Once you have the basics in place, moving forward with a few good closing sales statements can work wonders for your numbers. And it’s even more straightforward than you may realize. Good statements are all about using the psychology of language. You hear it all the time, too, though you may not catch it.
When you go out for dinner, for instance, the waitstaff might come to your table at the end of the meal and ask if you would like anything else. That’s easy: “No, thank you.” A savvy server, however, might approach your table and instead say something like, “I hope you saved room for our dessert special tonight. The chef made ice cream this afternoon with milk from a local dairy. I tried some earlier, and it is out of this world.”
Both servers are offering you dessert, but chances are the latter is going to sell a lot more. It’s the same no matter what you’re selling. Frame your product or service in a compelling way. Need another example? How about this:
- “Would you like to invest in life insurance for a minimal monthly premium?”
- “Can we move forward in figuring out which policy is best for taking care of your family?”
Both closing sales statements frame the question in a particular way, but the second example puts the spotlight on benefits. A “minimal monthly premium” is an admittedly attractive feature, but, “taking care of your family,” is a benefit. There can be a fine line between benefits and features sometimes, and it’s not necessarily wrong to point out features, but benefits will win out over features every time.
This is also a good time to address any objections you haven’t yet dealt with. “I understand you need to run this offer by your manager, but I can send the contract to you right now so you can show it to her, and we can get you up and running as soon as possible.”
Yes, there is still a hurdle to contend with, but when the contract is in hand, it’s a lot easier for them to say yes. Otherwise, they too have to start from scratch with finding a solution to their issue. The more you can do to simplify and streamline the overall closing process, the better your chance at success.
So what should you not put into your closing sales statements? Here are a few things to stay away from:
- Don’t overpromise or underdeliver. Big promises might win you the sale, but if you can’t follow through, you won’t make another sale.
- Don’t trash talk your competition. Yes, your offer may be way better than anything else on the market, but talking negatively about your competition makes you seem bitter.
- Don’t surprise your prospect with last-minute details and changes. That could come across as deceptive. Be upfront about costs, timelines, and all the other small details.
One last thing. Don’t be afraid to show excitement at the idea of working together with your prospect: “I’ve enjoyed getting to learn more about your company through this process, and I’m excited to move forward together in growing your customer base.” You are, after all, human. It’s okay, in most cases, to share that you’re happy to work together with a great client.
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