In sales, the act of closing is often seen as the pinnacle of success. It's the moment when a potential customer becomes a confirmed buyer. But what if I told you that closing is not just a singular action, but a culmination of all the efforts leading up to this stage? This is a peace of wisdom obtained from one of the most successful home improvement businesses in the country, let's take a look into the effective S.A.L.E.S. Approach.
Closing is a Process, Not Just an Action
The major close is indeed a pivotal step. However, it's essential to recognize that closing doesn't occur in isolation. It's a process, a journey that starts from the moment you engage with a potential client.
Experts in sales use to say that the most effective close is a masterful presentation. Front-loading the sales process with a compelling presentation sets the stage for a commitment to purchase.
By securing tie-downs and commitments throughout the sales process, you preemptively address many objections that might arise later. But remember, the need for closing will always be there. It's about having a repertoire of closes and sub-step closes tailored to address almost every objection you might face.
Understanding Objections
Traditionally, businesses have perceived "think over," "shop around," and "price" as the only genuine objections. But if you've done your job right, your potential clients already recognize the need for the product, they want your business to provide the solution, and they desire your exclusive products. Thus, "think over" and "shop around" aren't true objections; they're merely excuses to avoid the financial commitment. It's crucial to remind clients of the commitments and tie-downs they've already made, guiding them to see that affordability is the only real barrier.
While many can give a stellar product demonstration, few can close effectively. It's essential to have multiple closes ready for each major objection.
Always initiate with the SALES process before transitioning into a close. Avoid the common pitfall of offering discounts as a primary closing strategy. This not only impacts profitability but can also erode trust.
Handling Objections with the SALES Approach
When faced with objections, remember they are a natural part of the buying process. They signify interest and a need for more information. The SALES acronym offers a systematic approach to address objections:
S - Silence: After hearing an objection, pause for 6-8 seconds. This allows the client to process their thoughts, often leading them to provide more insight into their true concerns.
Even in silence, you're communicating. When you nod in acknowledgment, maintain thoughtful eye contact, or jot down notes, you're signaling to the customer that you're actively engaged. These gestures show that you're not just hearing them, but truly listening and processing their concerns.
By allowing a pause after the customer voices an objection or concern, you're giving their thoughts room to breathe. This momentary break can lead to introspection, allowing both you and the customer to delve deeper into the core of the matter.
It's a natural human tendency to want to fill silences, especially in a conversation that carries weight, like a sales negotiation. When faced with an extended pause, many customers will feel compelled to speak, often offering additional insights or clarifying their initial stance.
This spontaneous elaboration can provide invaluable information, revealing underlying objections or concerns that might not have been voiced otherwise. Try it!
A - Affirm: Show empathy and understanding. Phrases like "I can see how you feel" or "If I were in your shoes, I'd probably feel the same way" can help diffuse tension and build rapport.
At its core, affirmation is about recognizing and validating the emotions behind a customer's words. By responding with understanding, you're signaling that you're not just focused on making a sale, but genuinely care about their concerns and feelings.
Sales can sometimes be fraught with tension, especially when objections arise. A simple affirmation, such as "I understand where you're coming from," can act as a pressure release valve, creating a more collaborative environment.
Trust is the bedrock of any successful sales relationship. By affirming a customer's feelings or concerns, you're showing that you value their perspective. This can foster a sense of trust, making them more receptive to your subsequent responses and suggestions.
Example statements for showing empathy:
› "I can see how you feel."
› "If I were in your shoes, I would probably feel the same way."
› "If you’re not completely comfortable, I suggest you don’t do it. We’d only want to get together with you if you were 100% sure."
› "Like I said before, if this is a good fit for you, wonderful. If not, absolutely no problem. We’ll continue to hold the regular price for one whole year."
L - Layer: Delve deeper into the objection. Ask clarifying questions without using confrontational terms like "why." This helps uncover the real issues behind the objection.
Layering allows salespeople to construct a holistic picture of the client's needs and reservations. By asking open-ended questions that encourage elaboration, you can gather comprehensive information that might not have been shared in a more superficial conversation.
For example:
"So, if I got you, you just want a little more time to think this over, correct? No problem. So, just to clarify my thinking, would you mind sharing a bit of what makes you feel that way?"
Never ask "why." “Why” is confrontational and will push them out of their comfort zone. Don’t say “yes, but...” Use these techniques to keep them out of fight or flight while you get more and deeper information.
Most often, they will add to or change their original statement and give you answers that are much closer to the true objection. Ask, "And your thoughts, Mary?" Get your customers involved. Sometimes one of them will simply say they want to do it, and your work from there on out is much easier.
E - Eliminate: The "Eliminate" component of the S.A.L.E.S. Approach is a crucial pivot point, ensuring that the conversation is streamlined and focused on the most pressing issues.
Sales negotiations can often be clouded with multiple concerns and objections. By employing the elimination technique, sales professionals can distill the conversation down to the most critical issues, ensuring that both parties are clear on the primary barriers to moving forward.
When clients see that their concerns are being methodically addressed and any extraneous issues are being set aside, it instills a sense of confidence. They recognize that the salesperson is genuinely focused on resolving the primary obstacles to a successful partnership.
Example:
"I understand. So other than just wanting a bit more time to think about this, is there anything else that could stand in the way of getting the project rolling?"
Most times, this will isolate their objection as the only one you have to solve before getting to the sale. If they still have multiple objections floating around, how can you close them? You have more work to do. Circle back and discover where you missed something.
When you have isolated the only remaining objection, qualify in the past tense. “So, if I’m understanding you correctly and I think I am, if you would have had more time to think this through, we would have definitely been moving forward?”
The only objections at this point should be the Big Three- Think Over, Shop Around (which you will have killed several times along your demo), and Price.
S - Solve: Once you've identified the primary objection, employ a corresponding close to overcome it. This systematic approach will invariably lead the conversation back to the financial aspect, positioning you to close the deal.
Closing is an art, a dance between the salesperson and the potential client. It's about understanding, empathy, and addressing concerns in a structured manner. By adopting the strategies from one of the home improvement industry's giants, you can transform your sales approach, ensuring that you not only close deals but also build lasting relationships with your clients.
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