Sellers often shy away from using a closing strategy. But smart reps know that being open and transparent about your closing strategy at the beginning of the sales process pays off.
Why sellers avoid sticking to a closing strategy
While every seller wants to close as many deals as they can, incorporating a closing strategy isn’t common. Writing for Hubspot, CRO of protocol 80 Josh Curcio discusses this topic. He believes that a variety of factors may be behind this apprehension, including:
- Concerns of being too pushy. Today’s buyers don’t want to feel pressure from reps,and they certainly are turned off by a purely transactional approach. For this reason, sellers may not want to bring up closing. They fear they’ll come across as aggressive or only concerned about money.
- Worries about rejection. No one likes to hear “no.” And as Curcio explains, “When you’re afraid of being rejected, it undermines your confidence and your ability to effectively communicate the value of your product. You might avoid taking the necessary steps to move the sales process forward, leading to missed opportunities.”
Avoid discomfort by being transparent
Curcio believes that these and other concerns can be overcome simply by being transparent about your closing strategy. And not only transparent but also forthcoming about it right away.
“Outlining your sales process during the initial meeting helps you tackle your closing strategy apprehension,” he writes. “When you share your well-defined process with potential buyers, you offer them a roadmap of what to expect.”
Doing this shifts the dynamic from a potentially pressuring situation to one of “strategic collaboration.”
Introduce them to the purchase journey
Even at that very first meeting, he recommends laying out the journey that the buyer can expect. Highlight events and milestones they will encounter to give them an idea of what the process entails and your own expectations.
B2B sales leader Amy Franko also champions this approach. Don’t hesitate to share potential timeliness or which decision-makers you may need to engage. Incorporating your closing strategy throughout the process from the very beginning is far superior than the traditional linear approach.
“Map out sales commitments as part of the sales closing strategy,” she suggests. “From a big picture view, what closing commitments do you think you’ll need along the way to win the business?” Share those at that very first meeting to set the stage.
And if you actively don’t map your buyers’ journeys, start now. As SaleFuel explains, “By mapping out a buyer’s journey, you position yourself to be a valuable partner in that journey. It not only helps the buyer see why they should buy from you, but it also benefits you, the seller.”
For advice on how to get started, or even improve your current mapping strategy, take a look at these tips.
Set future appointments and meetings right away
Another element of Curcio’s closing strategy plan involves setting dates for future meetings–even the closing meeting. While it may seem presumptuous, it actually adds even more transparency. Plus, it sets milestones to reach together and gives the prospect a clear path forward.
While it may seem like too much too soon to introduce a closing strategy right away, consider the benefits. Integrating the close into the entire sales process is beneficial to both you and the buyer because it demonstrates honesty, transparency, organization, and it invites collaboration.
“By openly sharing your sales journey and its benefits,” Curcio writes, “you foster trust, reduce pressure, and ultimately increase the likelihood of successful closes.”
And once you’ve incorporated this strategy, and you’re heading toward closing the prospect, make sure your closing techniques are updated and polished. Take a look at these successful techniques and learn why they can work for you.
Photo by Tima Miroshnichenko