This is something I am experiencing with both a large company and an SME. One invoices at least 30 times the other, but they have a similar problem.
As a marketing consultant, I have to try to control the entire sales process. In marketing, we seem to forget that one of the most important moments is in the store. We risk all our investment at that moment.
That is why I want to speak from my experience as a marketing consultant. I have worked with various companies to optimize their sales strategies, both in the digital field and at the usa phone numbers list
physical point of sale (Read more marketing content for SMEs here ).
First of all, I am not a fan of aggressive sales closings. I think they are a short-term benefit and a problem in the medium term, in the form of returns and problems for the brand's reputation.
But between an aggressive commercial and a “bloodless” one there is always a middle ground that is key.
Let's start at the base, because closing a sale is not just what you think.
What is a Sales Closing?
The basic definition could be: “ it is the moment in which a salesperson leads the customer to complete the purchase of a product or service .”
But of course, this is very generic and is not applicable to all cases (at least in some specific B2B cases). But to summarise and put it colloquially, a sales closing is the biggest commitment we can achieve in a business meeting or in a sale. From signing a contract to making the payment.
Strategies to Optimize Sales Closing
Before we get into the details of closing techniques, it's vital to understand some fundamental strategies that optimize the sales process. Strategies are broad, systematic approaches designed to improve the sales team's effectiveness over the long term. They lay the groundwork for the implementation of specific techniques, or tactics, which are concrete actions taken during the sales process.
1. Continuing education
Continuous training is essential to keep sales teams running properly. As we saw when talking about sales process optimization or as one of the tools for the correct management of sales teams .
As you can imagine, sales closing plays a very important role. This includes training programs that include role-playing, case studies and practical workshops.
Improving negotiation skills increases salespeople's confidence and effectiveness. For example, role-playing sessions allow salespeople to practice different sales scenarios and learn how to handle objections. Practical workshops, on the other hand, can focus on combined follow-up (on + off) of leads with personal contact and tools that allow us to automate part of the process.
2. Effective Communication
How many times have I seen mistakes in negotiations because one of the two parties was not clear about what the other was offering or needed. We have to manage expectations and adjust them to the client's needs.
Sometimes, in order to be quicker, the sales department sends the offer directly and sends something that is not very personalized. And on the client's side, due to sheer ignorance, they are not able to convey what they really need. They ask for one thing and the sales team interprets it as something else. In the end, we have confusion and we put one more obstacle in the way of making the sale.
In this article about effective communication with our clients , you can see what I mean and how to try to solve it: listening, empathy, checking understanding… basic, but we rarely see ourselves doing it well.
3. Consultative Selling
Consultative selling focuses on helping the customer find the best solution to their problems, rather than simply selling a product. We have to put ourselves in the customer's shoes and try to offer them what we would do if it were our company. It's about generating trust to sell , but in a generous way, not with the sale in mind. As I was recently told in a meeting with my GBO team: "You go into selling already sold." In other words, we should go without the urgency to sell, and with a focus on help and service.
To do this, in addition to having sufficient empathy, we need a deep understanding of the client's product and sector (to sell something, you need to know it well), as well as the ability to translate these solutions into tangible benefits (ability to offer creative solutions and apply other clients' solutions to this one).
4. Using Anchors in Negotiation
The use of anchors establishes an initial reference price that influences subsequent negotiations.
We can go from top to bottom or vice versa. That is, first the high or the low price. The idea is that the customer stays with the price of the basic product and the one he would really like to take home.
In my opinion, it works best to show the lowest price first. This way we avoid the initial rejection due to the price (in the case of premium products or services, it works exactly the other way around. First the most expensive, and then the rest. This way, they get the product they can afford, but from the brand they like)