Sales alert: Don't close-- trial close!

Weak salespeople close hard. Let me repeat: Weak salespeople close hard. Closing is a skill learned for salespeople to get the order. The problem is that most salespeople close for the order instead of finding out what the customer wants and needs. Don’t you hate it when you go to buy a big ticket item, such as a new car or truck, or a copier or furniture and the salesperson is pressuring you to buy? Many companies and their management think these are good selling skills, and the salespeople are doing a fine job. But they are not forming relationships and not getting customers to return or tell other people about their wonderful experience buying the product or service.

So what is the problem here? Simple– no trial closes. A trial close sets everything up in a logical, straightforward manner that lets the customer in on the sales process. An example would be: “Hey, reader, if you like my articles, would you be interested in buying any of my books or bringing me in to train your salespeople?” This is right to the point and honest, and will elicit a response.

If you say yes, great. Now I just have to ask you some more questions to find out the rest of your needs. If you say no, all I have to do is say two simple words: Why not? You have heard me go on and on about the use of questions in the sales process to gather information on the customer and/or the company. This is what salespeople are supposed to do. If you don’t believe me, just pick up any book on sales by a notable author, and they all will say the same thing: Selling is asking, not telling.

Now, through the use of more questions, I will find out whether you are a prospect. If not, fine, time to move on. If you might be, this will entail more time, more questions and maybe more visits or conversations. The whole premise behind the trial close is a simple “If I…will you?” This will work any time in a sales situation, but it’s usually best toward the beginning of the conversation.