Are you missing out on sales because you lack closing skills? Here are some key things to know for successful closing:

1.     Products and services are sold, not boughtNever assume that just because your product is great, people will buy it.

No matter how good a product or service is, in a competitive market where customers are busy with many other things, products and services must ultimately be sold.

Your product will not sell itself; it needs to be marketed. Your marketing is therefore essential to the survival and success of your business.

2.     Customers need to be asked to buy. Have you ever felt buyer’s remorse? The feeling that the product or service you may have bought isn’t right for you? So has your prospect. No matter how much he may like your product or service, there is always a certain amount of indecision or hesitation at the point of buying. This indecision can stop the sale if you don’t handle it effectively.

The job of the professional salesperson is to help the customer through this difficult moment and into the buying decision. This ability to get the customer to take action is vital to the entire sales process.

3.     Don’t let yourself be turned away. Eighty percent of sales are closed after the fifth call or meeting. If you sell high-value items or services, often more than one meeting is required to make a sale.

Don’t give up! Most sales are closed after the fifth time a salesperson asks a customer to make a buying decision. It is therefore essential that the salesperson plans the closing part of the sales conversation in advance and is prepared to ask for the order in a variety of different ways.

4.     Ask for a sale and then ask again. Fifty percent of salespeople fail to ask for the order even once in a sale. Are you asking your customers to buy your product? When selling high-value items or services you must ask your prospect to buy an average of five times (see above).

Ask the prospect to buy just one more time, and your results could be immediate.

Remember these 4 sales truths the next time you’re meeting with a prospect.

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Brian Tracy is the CEO of Brian Tracy International, which specializes in business training, and the author of the best-selling Psychology of Achievement. For more information, go to www.briantracy.com