Post-Close Closing: part two

THE SALES CLOSE
This is a step that should occur the minute you observe that the “Sales Close,” has occurred, or in any case, as soon as reasonably possible. It also is the first of what I have termed the “Post-Close” Closings.

The “Sales Close” is the most familiar and recognizable of the various types of closings. It is simply the final step in a gradient series of steps that are designed to approach the closing in a comfortable manner. Done correctly, it is as easy as taking the final step up a flight of stairs. It is a win for both buyer and seller, leaving each with the feeling that he has gotten what is needed and wanted from the exchange.

This is where the salesman now has to recognize that he must “Close the Close.” If he doesn’t, the sale can slip from his grasp with mercurial and devastating swiftness. He has arrived at the point where the sale can be closed and has succeeded. That point of awareness has been reached when both parties involved in the sales process are aware of and satisfied with the mutually beneficial agreement that has been reached. The sales closing process should be ended at that point.

To push it further, and continue any purely selling activity beyond this point, the salesperson runs the risk of alienating the prospect. The prospect will tend to put up resistance where before none existed. The salesman can unwittingly create doubt where previously there was certainty. The prospect will begin to question aspects of the product or service with which he had no problem earlier. This, in turn, leads the salesperson to believe that he must continue the selling process.

Unfortunately, this leads to an even worse dilemma. The prospect begins trying to stop the salesperson from doing more selling, and the salesman, sensing the withdrawal, starts to dig in and sell even harder. Thus, the more he pushes, the farther away the prospect retreats, initiating a vicious circle.

Sometimes a botched “Sales Close” can be repaired by directing the prospect’s attention back to the earlier point when he was first sold, thereby rehabilitating the comfortable atmosphere and feeling of commitment that existed at that time. But the best solution by far, is just not to have made this error in the first place.

It is far easier to observe, recognize, and acknowledge the characteristics in the prospect that signal that he now understands what is being sold and has become enlightened as to how it can benefit him or his interests and is prepared to move forward. At that point, the selling procedure should come to an end. You have achieved your “Sales Close”, and now you should conclude it.

So, the proper procedure for closing the “Sales Close” is simply to:

1. Observe that a close is possible.
2. Recognize when a close has actually occurred.
3. Acknowledge that this close is the end of any purely selling activity, and that to continue trying to sell past this point could compromise the whole process.

Now, if only that were the end of the overall process we could just leave and collect our commissions. But, alas, there are two more “Post-Close” Closes that must be achieved.

daniel w. jacobs
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