How To Double And Triple Your Closing Rates

by | 4 minute read

Rarely does a week go by that I don’t receive calls or emails from pro­fes­sion­als who are frus­trat­ed with their clos­ing rates. They ask me, "Can you teach me to be a bet­ter clos­er? Can you teach my team how to close more busi­ness and be rain­mak­ers? My clos­ing rate sucks. Can your coach­ing pro­grams show me a bet­ter way to con­vert more of my expen­sive mar­ket­ing leads into pay­ing clients?"

Some pro­fes­sion­als are con­vinced that if they had a bet­ter way to close, all of their rev­enue prob­lems would van­ish.

They believe that they are los­ing busi­ness because they are not good closers or because they lack a clos­ing phrase or a slick clos­ing tech­nique that would encour­age a prospect to hire them on the spot. They are los­ing busi­ness because they do not have the mod­ern sales skills to con­duct a com­pelling client con­sul­ta­tion from the open­ing to the clos­ing. 

Clos­ing com­pli­ca­tions are a bla­tant symp­tom of a much big­ger and more cost­ly prob­lem. Mak­ing adjust­ments to clos­ing issues is the equiv­a­lent of putting a ban­dage on a bul­let wound. It would be a colos­sal waste of time and mon­ey and would only make mat­ters worse.

Fix­ing clos­ing prob­lems is unpro­duc­tive because the results are super­fi­cial. What is left untouched, what is missed, what is over­looked are the under­ly­ing dynam­ics that per­pet­u­ate the prob­lem. If the out­come of all of the hard work of attract­ing a prospect and meet­ing with them doesn’t result in a new client or more busi­ness, it means that some­thing is bro­ken in your process and some­thing is off in your com­mu­ni­ca­tion. An obsta­cle is in the way that is caus­ing a prospect not to feel com­fort­able hir­ing you.

The close is the eas­i­est part of any meet­ing. Clos­ing strong and often is a cul­mi­na­tion of a well-managed and thor­ough exe­cu­tion of the entire process, not an aspect of how well you daz­zled some­one with fan­cy clos­ing lan­guage.

You can’t do an aver­age or run-of-the-mill con­sul­ta­tion and think that a new clos­ing tech­nique is going to win a client over.  

The real rea­son why ide­al clients leave your office with­out hir­ing you is not that you don’t know how or when to close. Peo­ple don’t retain your ser­vices because the process that you are using dur­ing a con­sul­ta­tion is out­dat­ed and out of align­ment with the way that the new con­sumer buys solu­tions. They don’t view you as the pro­gres­sive pro­fes­sion­al that they are look­ing to hire.

Attempt­ing to close today’s con­sumer with old-school com­mu­ni­ca­tion and clos­ing skills is destroy­ing the bot­tom line.

This obso­lete process was cre­at­ed in a dif­fer­ent time, in a dif­fer­ent mar­ket­place, and for a dif­fer­ent con­sumer. With­out a trans­for­ma­tion, this mas­sive and expen­sive issue will remain poor at best. You will have to get used to hear­ing, "I need to think about it. I will get back to you. Your fees are too high."

Stop focus­ing on the close, and start focus­ing on learn­ing the pow­er­ful skills that will help make clos­ing eas­i­er: lead and client con­ver­sion skills.

Pro­fes­sion­als can improve clos­ing rates in many ways. The best of these is to invest in a modern-day solu­tion that aligns with today’s dis­cern­ing con­sumer. Invest in the knowl­edge of under­stand­ing WHY and HOW peo­ple make deci­sions. Help­ing some­one make a buy­ing deci­sion is much dif­fer­ent than try­ing to close them.

Busi­ness is rarely lost at the end of a con­sul­ta­tion or dur­ing the close. No one will ever say, "Alice, you’re my first choice, and I would like to retain your ser­vices, but you’re a crap­py clos­er. Marie, I’m unable to retain you. I was hop­ing that you were going to be a more con­fi­dent and pow­er­ful clos­er. Steve, you are the right per­son for me, but your clos­ing skills are dread­ful."

With­out a refresh, you will con­tin­ue to leave enor­mous amounts of mon­ey on the table and watch per­fect clients walk out the door and retain the com­pe­ti­tion. You will con­tin­ue to see mon­ey dis­ap­pear before your very eyes instead of prof­its pour­ing into your busi­ness.

Here’s how much is at stake: Let’s say that an aver­age client means an addi­tion­al $5,000 to your prac­tice and that two addi­tion­al clients per month choose to hire you instead of your com­pe­ti­tion. This would net you an addi­tion­al $10,000 per month or $120,000 per year.

You can dou­ble or triple your con­ver­sa­tion rates and dif­fer­en­ti­ate your­self with a strong open­ing and a pow­er­ful con­sul­ta­tion process that knocks a prospects socks off and makes you their first and only choice.

Liz Wendling
Liz Wendling, Sales Strate­gist and Social Sell­ing Coach assists indi­vid­u­als and com­pa­nies on how to make a pro­found dif­fer­ence in the way they sell and com­mu­ni­cate with their poten­tial clients. Her insight will get you sell­ing com­fort­ably and suc­cess­ful­ly. Peo­ple hire Liz to put their sales rev­enues back on track and start earn­ing the mon­ey they deserve and desire.people in dis­cov­er­ing their own sig­na­ture sell­ing style that is com­fort­able for them­selves and the cus­tomer. Her exten­sive busi­ness and sales back­ground and a pas­sion for help­ing peo­ple suc­ceed has led her to be rec­og­nized as one of the top sales and busi­ness coach­es around. Whether it is for one-on-one con­sult­ing, group coach­ing, mul­ti­ple day train­ing or work­shops, Liz will work with you to cus­tomize pro­grams around your spe­cif­ic needs, chal­lenges and objec­tives. She is enter­tain­ing, infor­ma­tive and fun and will push you to become your best.