11 Characteristics of a Great Closer
All great sales closers have a few things in common.
1. Great closers have a burning desire to close the sale. They know that closing one additional sale per day, per week, or even per month will greatly increase their income. As I have traveled around the country with great closers, I have noticed that they often have a score sheet on the wall or in their car, and they can’t wait to fill in the numbers after closing the sale.
2. Great closers really believe that their prospect is going to buy. Believing the customer will buy and selling with conviction greatly increases your chance of making the sale. Great closers expect success. They don’t think it was just “their lucky day.” In the car on the way to the presentation, they do a lot of positive self-talk, assuming the person is definitely going to buy. They say things like: “I am now pulling into the parking lot of my next big client!” “I know that I have the best product and the best price for this customer, at this time. Now I will prove it to be true!”
3. Great closers are sincere. People can tell when you are not sincere. Sincerity will always sell more than anything else you do, and your lack of sincerity will almost always kill the deal. Look people directly in their eyes and tell them the honest truth. Listen and really care about what they are trying to accomplish.
4. Great closers talk low and slow. When you are calm and talk low and slow, your prospect will listen and believe you. If you talk too fast in a high pitched voice, you come across as pushy and tend to sound like someone they cannot trust.
5. Great closers keep the close simple. Your prospect must fully understand what you are talking about, so be straightforward.
6. Great closers ask a lot of questions that will elicit a positive response. The more you get prospects saying “yes” during your presentation, the more likely they are to say “yes” during the close.
7. Great closers realize the importance of names and examples. They will “name drop” appropriately throughout the closing process. Once again, remember that the close is supposed to be a natural ending to your presentation that makes people feel comfortable enough to move forward. By using names of other people whom they know, you subtly make them feel comfortable because they feel they are not taking such a huge risk. After all, others they know have done well with your product or service, and so should they.
8. Great closers never argue with their prospects. They agree with objections and continue closing the sale. Whenever they must disagree with a prospect, they do it in a light, agreeable way. The rule of thumb that I like to follow is: “If I win the argument, I lose the sale!” One way to disagree in an agreeable way is to say, “I totally understand how you feel. Let’s move on to the next point.” If the disagreement occurs on a major point that could derail the sale, you could say, “If we were to work together, what would it take for us to move forward on this point?”
9. Great closers never lose their cool. If customers upset them occasionally, they never show it. They always keep their voice low and have a friendly expression on their face. If you get the reputation of being a friendly sales rep, you can more easily build a large client base. Remember, more often than not if people like you, they will overlook some of the negative points of your product or service.
10. Great closers are politely persistent. They are not overbearing, yet they give prospects a number of chances to buy before judging whether or not the sale will actually happen. The key here is to walk the fine line of trying a little harder to get the sale without the prospect feeling any pressure from you.
11. Great closers leave people happy. They make sure their prospects are in a good frame of mind before they leave. They want to brighten people’s days. They are also aware that their reputation precedes them in the community. Additionally, they know that by leaving prospects happy, they too will be happier, thus increasing their chance of making a sale at the next appointment. When I walk out the door of a prospect or client, I always say to myself: “I hope he or she thinks I am a cool guy!” If the prospect thinks that, I will likely get to work with that person at some point in the future.