Closing techniques need to be learnt to be successful in sales. Last week I was coaching a client how to reply to internet enquiries and close an appointment on the phone. He called me in for help because his closing rate on appointment setting had dropped dramatically and he wanted me to listen to him to find out why. The problem was, he talked too much about himself and what he could do instead of asking the prospect questions about their situation to build rapport. When the customer asked him questions, he gave them all the answers so there was really no need for him to come for an appointment!
Yes, he talked himself out of the sale. Remember you can do all the talking at the appointment so the less you say and the more you listen, the more likely you will be able to make the appointment.
Closing Technique Correction
When making an appointment, all you need to do is ask 1-3 questions, repeat back what the customer says to show you are listening and say “It sounds like we can definitely help you. When would you like to come in for an appointment so we can resolve these issues for you, next week Monday or Tuesday? ) Give a choice of days so they cannot say “Yes” or “No.”
The next thing was the client wanted me to sit in his face to face appointments to find out why he was not closing the sale of his services. Well, it was very obvious why. He was talking all about his services, the customers were politely listening but at no stage did the lawyer invite them to buy or tell them what the next step was to get started. He just let them leave. On one occasion, I had to ask the question “Did you actually want that business?” (Really I was not sure.)
Closing Technique Correction
Do a trial close like “What do you like about what you have heard so far?” “How does that sound so far?” Handle any objections and when these are resolved invite the customer to do business with you. “How about we get you started right now then” as you hand over an agreement already filled out for him to sign requesting you to proceed. Never let the customer walk out of the door without giving them the information telling them what the next step is.
Another serious mistake I found with the same client was the follow-up email he was sending out to people he could not reach by phone. First of all I asked why he was sending an email. He told me prospects were not giving their phone number on their web enquiry. Well, that was simple to correct, he just had to make the phone number mandatory on the enquiry form. Secondly I asked him if I could see the email he was sending out to web enquiries.
It read like this …….
“Thank you for your enquiry . We need you to come in for an appointment. Please call us assist you .” I am sure you can tell me why a lawyer would not be getting too many call backs with an email like that. What was worse was he had been sending that email for many months!
Hmm – check your emails before they go out that they are not only grammatically correct but that they give more reasons why it is necessary to come in for an appointment