5 Steps to Closing the Sale

Selling product sounds easy until you own a small business. Suddenly you are out on your own, without any kind of policy, procedure, or guidance to show you the way. Luckily, you can go from zero to closing the sale in just five easy steps.

1. Know what makes your customer tick. There are several different types of buyer—some buy out of practicality, some look for the latest functions, and others want to get a bargain. Many are even a combination of two or more buying styles! However, there is likely one type that dominates your customer base. Try to learn more about your ‘ideal customer’ and develop a small business brand that appeals to them. Understand how your product will solve a problem for them and what you can do to make this benefit clear. This will make the next four steps much easier.
2. Market specifically to your target customer. Once you know exactly how your target customer thinks, it should be easy enough to see how they can best be reached and what kind of advertisements will appeal to them. From here, it is as easy as presenting the message that will be most meaningful to them in a way that reaches them and compels them to respond.
3. Present your case. Sometimes sales presentations are the formal, boardroom-like presentations that we all picture when we hear the term. Other times, you will be presenting your case in a less formal atmosphere, such as in your own store or at a customer’s residence. Either way, you need to have a sales presentation prepared that will convince your customer to buy from you. Do NOT assume that you know your product well enough to ‘wing it’. Think about your customer and the benefit that they need, along with any potential reasons for hesitation.  If you can address all of these in your presentation, you will be well on your way to making a sale. Nota bene: in modern sales presentations, the customer spends at least half of the time talking, so prepare answers and leading questions instead of a monologue.
4. Move in for the close. At this point many salespeople feel that they have built up momentum and can coast to a sale. However, it is no time to stop making an effort. Now is the time to sum up your sales presentation and ask for your customer’s business. Try to frame the question in a way that makes it difficult to say no, such as by asking what options they would like or what time would be best for delivery. If you never formally ask for the sale, there is a good chance the customer will back out.
5. Follow up. You thought that the close was the end? Creating a loyal and satisfied customer is just as important as making one sale. Even if you failed to make the sale, you can still improve your standing in the customer’s eyes and improve your chances of success next time. Contact your customer to see if they need any further services. If they chose not to become a customer, remind them that you will be happy to help them at any time. This may seem small and inconsequential, but it is essential to building your company’s image and customer base. In fact, this last step may be as important to your long-term success as any or all of the previous four!