Nick Moreno asked:

“Selling Skills … Make Closing A Sale Automatic.”

By Nick Moreno – Sales Trainer & Head Sales Coach

The National Sales Center

There are well-defined moments in the sales process when you absolutely must ask for the order. You can’t afford to have these precious moments slip through your fingers but unfortunately, that’s exactly what happens to too many salespeople. I have some advice that will protect you from becoming one of those salespeople. The key is to make closing automatic and you do that by knowing exactly when you must ask for an order.

“Always Be Closing”

Unfortunately, too many salespeople were mislead into believing that “Always Be Closing” represents the “ABCs” of salesmanship. Frankly, nothing could be further from the truth. You can’t always be closing because asking for an order is only one of the steps in the sales process. At a minimum, before you ask for an order you need to establish some rapport with your prospect, uncover a need for your product and present your solution. “Always Be Colsing” may sound great in a movie but it is meaningless when you’re in your sales territory, attempting to sell something to someone.

Often, salespeople that think they should always be closing are, in reality, never closing. These salespeople do not understand the sales process because if they did, they would know when and how to ask for an order. Well-trained professional salespeople don’t have these problems because they follow a well-defined sales process. These professionals know exactly when the only thing left to do is close the business.

Fear Of Closing

I also work with another group of salespeople in my sales training programs that need help with their closing skills. These sales reps need to overcome their fear of closing. After all, you can’t be sales rep and have a fear of closing, just as you can’t be an electrician and have a fear of electricity! Salespeople close and if you are not closing you’re not a salesperson… you are just a conversationalist. Salespeople that fear closing just keep talking and hopelessly praying that at some point, the prospect will ask for an order form to sign. Guess how often that happens?

In my work, I’ve uncovered many factors that cause some salespeople to fear closing. Some sales reps don’t want to face the moment of truth. Other salespeople fear they may appear “pushy”. There are also other salespeople that assume, without any data to support their assumption, that the prospect is not ready to sign an order. I help these salespeople by making closing an automatic reflex reaction to certain events in the sales process. When closing is automatic, you don’t even have to think about it. You automatically ask for the business. This process helps most salespeople overcome their fear of closing.

Initial Close

At some point in the sales process, you’ll ask your prospect a series of questions to uncover a need for your product or service. You’ll then present your product and explain how the product addresses the needs you’ve uncovered. Once you’ve presented all the benefits your prospect with gain by using your product, you must close. You must ask for the order at this point in the sales process. Don’t think about it … just close.

Since this is the first time you’ve asked your prospect for the order, this closing attempt is called the Initial Close. Your prospect has two possible reactions to your Initial Close. Your prospect will either give you the order or give you an objection. Obviously, if you get the order, you’ve accomplished your goal. On the other hand, if you get an objection, you still have some work ahead of you.

Overcoming Sales Objections

It is not end of world if you get some objections after your first closing attempt. In fact, you probably will get some objections after your Initial Close. Most prospects feel it is their duty to have some objections for the person attempting to sell them something. So relax and don’t panic. Now that the objection has surfaced, you just moved one step closer to the order. Keep in mind that an objection is not rejection. An objection is only a request for more information. Your prospect is confused and unclear about something you said or something you failed to mention. By addressing the sales objection, you give your prospect new and additional information. Armed with the new information, your prospect is able to develop a new and favorable opinion about their decision to purchase your product.

Objections should not be ignored and must be answered in a way that completely salifyes the prospect. The salesperson should not get defensive or start debating the prospect. The goal is not to win an argument. The goal is to get the order.

The “No More Objections” Close

Once all objections have been successfully addressed, you must close the prospect and ask for the order. As with the Initial Close, don’t even think about it and make this closing attempt an automatic part of your sales process. I refer to this closing attempt as the “No More Objections Close”. Once the prospect runs out of objections, the salesperson must ask for the order. Don’t think about it … just close.

Salespeople should always be direct and confident when closing a sale. The salesperson’s confidence makes the prospect confident about the decision to purchase. All objections have been successfully addressed and the salesperson must confidently assume the prospect is ready to do business.

Also, you must remain silent after you ask for an order. The prospect must be the next one to speak. There could be an uncomfortable pause while the prospect thinks about the final decision. If you interrupt that pause, you greatly diminish your probability of receiving the order. That’s why this is called strategic selling.

When You Must Close The Sale

As you now see, there are two moments in the sales process that call for a closing attempt. The first attempt is after you’ve presented the benefits of your product. The second time is after all objections have been successfully addressed. Implement this process and make closing automatic.

Nick Moreno asked:


Learn how to sell and how to increase sales.

By Nick Moreno, National Sales Center, Sales Trainer

While I enjoy working with experienced salespeople interested in strategic sales concepts and advanced sales training, I also have a lot of fun working with ambitious people that are new to professional sales. Their excitement and motivation to succeed in sales is exhilarating to say the least. So, here are a few basic sales tips for individuals launching their new career in professional selling. Use these sales tools and selling techniques to get to the top of the rankings.

1) Listen To Your Prospect

Stop talking and start listening. Ask your prospect questions about problems they may be experiencing that can be solved by using your product or service. Uncover how solving these problems will benefit your prospect. You don’t want to be a “walking talking” product brochure. Instead, you want to a consultant solving problems.

2) Add Value

Emphasize the value of your product instead of the price. Anything can be made to cost less. A product’s true value is when it is made better and extends needed benefits that are an advantage to your prospect. And, instead of trying to exploit your competition’s weaknesses, focus on the strengths and added value of your product or service. This is how sales are developed and what you discover in sales training.

3) Debating Is Not Selling

Debating with a prospect is never wise so don’t start debating with a prospect when you hear a sales objection. A sales objection is not rejection so don’t take it personally. Winning the debate and loosing the order gains absolutely nothing. Instead of debating, communicate new information that will allow your prospect to develop a new opinion about purchasing your product or service. This skill is called “salesmanship”.

4) Solve Problems

Selling is not about a product or service. Professional selling is all about solving problems. Focus on the “wants and needs” of your prospect and tie them to your product or service. And remember, selling is not about you. Selling is all about your prospects and clients. The salesperson is never the center of attention. Forget your ego and place all the attention on your prospects and clients.

5) Build Trust

Professional selling is not based on a firm handshake and bright smile. Yes, you have to be professional and pleasant but in business, you must primarily build trust between you and your prospect. Simply stated, people do business with people they respect and trust. Demonstrate that you can be trusted and act as a consultant. Establish rapport with your prospects and clients at the beginning of every sales appointment.

6) Ask For The Order

Selling is about closing sales. Don’t sit back expecting that your prospect will eventually buy from you and ask you for an order form. Instead, ask for the order! You must ask for the order once you’ve shown your prospect that your product solves their problem and addresses their wants and needs. Attempt to close the sale one more time after you’ve successfully addressed all your prospect’s concerns and objections.

So, if your are new to sales, I hope you’ll remember these basic sales tips the next time you go to work in your territory. I also want to congratulate you on selecting professional sales as a career. I encourage you to study the best practices of the successful salespeople around you and keep sharpening your sales skills.

Now go out, start selling and become the next Sales Superstar!