Closing deals is a pivotal aspect of the sales function. When you close the deal, it has a positive impact on the financial health, growth and reputation of a business. Salespeople must concentrate on this phase of the sales process to convert a potential lead into a paying customer.

When you search the subject, you’ll find numerous suggestions and plenty of advice on how to apply assorted methods. However, regardless of the cute names (the puppy dog close), the best tactics are the ones that work for you. Guiding your prospect on the purchase journey as you build trust is the ideal path.

You Need a Solid Foundation to Close the Deal

Considering the typical sales funnel, B2B prospects enter with an awareness of your product but little knowledge of you. Therefore, it’s important to qualify the prospect, determine their value and build rapport. Strive to establish a genuine connection with the prospect to build trust and understanding.

The assurance of a solid foundation begins with a commitment to ethical conduct, transparency and a customer-centric approach. Active listening while demonstrating empathy and curiosity is a winning strategy. Personalized solutions are the result of thorough research, understanding the prospect's business, their challenges, strengths, and goals.

Building Value for Your Product Will Help Close the Deal

Continually reinforcing your value proposition throughout the sales process will lead to success. Importantly, you must educate your prospect while you position yourself as an expert in the industry, fostering trust and credibility. Solution or feature-benefit selling is a tried-and-true closing technique employed by generations of sales professionals.

Highlighting features of your product and explaining how they provide a direct benefit for the prospect can be persuasive. However, with the goal of being authentic and transparent, avoid the temptation to be manipulative. If you provoke fear, anger or confusion you may have crossed the line.

Cleverly Handled Objections Can Save the Deal

Attentively, as you validate your prospect’s concerns and seek clarification, you are picking up on specific objections. Your handling of these matters are crucial to delivering on your promise to find the optimal solution. Remember, successful sales is not just about closing deals but also about building lasting relationships and ensuring customer satisfaction.

Be aware that buyers are known to test salespeople. SalesFuel’s Voice of the Buyer (VOB) survey reveals 25% of buyers will ask a question to test a seller’s trustworthiness. In a competitive environment you cannot afford the risk of stretching the truth to close the deal.

In addition, cleverly handled objections can lead to favorable reviews, business referrals and testimonials. When buyers feel heard they may respond exceedingly well. The VOB survey reveals:

59% of B2B buyers read reviews from other purchasers.
55% ranked ‘Responsive’ as the top attribute they seek in a salesperson.
45% were influenced by legitimate testimonials.

One Closing Strategy Does Not Fit All Situations

Every deal is unique. Each prospect deserves to be heard. All solutions must be analyzed.

SalesFuel’s own Jessica Helinski writes about why it’s important to share your closing strategy in the first meeting. This holistic approach contributes to transparency and establishes a collaborative approach. You can set the stage for future action, identify all the players early in the game and avoid unpleasant surprises.

Fortunately, the closing process is actually quite simple. After you’ve established your credibility, you study your prospect and their industry. As you openly share your intent to provide solutions, you listen and learn about their unique situation.

Concentrate on being attentive to their needs and gauge their interest as you layout solutions and benefits. Choose your words as you close the deal and pave the way for follow-up conversations.

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