"Nothing happens until someone sells something."  How true! And we, as salespeople, are entrusted with making things happen.  So...you've found a prospect that has needs, pains, and the money to correct those needs and pains. You've carefully constructed a written proposal based on what your client has asked to see.  Now, you're at the moment of "closing", of asking for the written authorization.  What happens at this moment is the subject of today's memo.

 

Hopefully, during the presentation process, you've made your client feel comfortable with the use of "good words" such as "approve", "agreement", "authorize", "results", "proven", "let's", "profit", "deserve", "easy", "save".  You've eliminated "bad words" such as "contract", "deal", "sign", "cost", "buy", "decision", "pay", "price", "obligation" and "liable". But, at the moment when you ask for the order, the tension level goes up dramatically.  It is up to you to bring it down.  It is up to you to make your client feel "OK".

 

There are several ways to manage the tension level.  First of all, you should close with a casual confidence.  If YOUR tension level goes up, if  YOU display nervousness, your client will sense it and will respond accordingly.  You should approach "asking for the order" as just a logical conclusion to the dialogue you have been having with your prospect.  You have already gotten his approval on small parts of your solution as you have walked him through the proposal. This is just the next step.

 

Be careful not to show any physical or emotional change when you start closing. Again, your client will pick up on your state and will reflect it.

 

You should develop speech habits for effective closing communication.  Learn to use the dramatic pause, just as actors or announcers do.  Use exceptional words, such as "dynamic", "exciting", "fascinating".  Paint word pictures just as we do in the commercials we air.

 

Use first person plural, "we".  You and your client are forming a partnership in solving his business needs. You can say that by the use of "we" not "you".

 

Use your voice.  We, too, are in the radio business....and just because we are off the air does not mean we should not be as aware of how our voice sounds as are our on-air compatriots.  The next time you are in a closing situation, try putting a small tape recorder in your pocket and recording yourself giving your presentation.  You will be amazed (and perhaps appalled) at how you sound.  All presentations should be practiced before you give them.  Using an audio or, if you have it, a video recorder will help you to hear, see and correct those little idiosyncrasies that may cost you sales.

 

At the moment of closing, the only person whom you have control of is yourself.  By managing your words, body language, and tone of voice you can manage the tension level and put your client at ease.  You can make the final step in the sales process a mutually satisfying one for both you and your client.  The prospect of "gain" becomes stronger than the fear of "loss".  You have taken the next step in a fulfilling partnership.