Don’t Forget to Close
Every marketing rep should be trained in ways to ask for the order. It’s one of the major subjects, for obvious reasons. But do we remember to use those closing techniques on every call? Maybe not. It would be nice if we could always do such an effective job on describing the products or services we sell that the prospects would offer to buy on their own. But that isn’t the way it usually works. How about you? Do you ever go through your presentation in great detail, explain every benefit of what you’re selling, and then forget to ask for the order?
Very few people will offer their money without being asked first. Don’t keep them in suspense about why you called – ask for the commitment to buy. Your prospects interest in what you’re selling will never be higher then it is during your presentation. Chances are, if you’ve done an effective selling job, it will take just a little nudge to get them to place their order – if you give them that nudge right away. But if you let them hang up before you close, their interest will start to wane immediately.
What is it that prevents marketing reps from coming out and asking the prospects to buy? Not surprisingly, it’s often lack of confidence- in their product or service, in their company or in themselves. If the product you are selling or representing is not good enough for YOU to enthusiastically ask for a commitment, then your prospect will never feel the need to follow through with their order.
Building up confidence is easier said than done. Try to keep in mind that you have a perfectly valid reason for calling this prospect and trying to get a sale. The product or service that you are selling is something that can benefit this prospect, just as it has benefited all those customers your company already has done business with. It’s important to express that to your prospect.
Fear of rejection stops some telemarketing from asking for the order. They just can’t bear the thought of hearing a “no”. Of course, by avoiding the risk of a “no”, they’re also preventing a lot “yeses”. Your success rate isn’t based on the how well you make your presentation, but on your sales. Never forget that. Some prospects will turn you down and others will buy.
It’s a mistake to try to judge from the tone of the prospects voice whether he or she will buy. Ask for the order every time – you may be surprised. The worst that can happen is that you’ll be turned down. But you’re sure to lose the sale if you never ask. Listen to yourself as you make your calls. Are you asking every prospect to make a commitment? If you’re not, you’re losing orders. Don’t hang up that phone until you asked for the order at least once.
