The updated Google Dealer Guidebook (formerly known as the Google Dealer Playbook) is packed with the latest data driven best practices. These must-know tools are great for dealerships of all sizes especially those looking to grow in 2018. LEARN MORE
I’ve never been known as a “closer”. What is a closer anyway? From what I’ve read and heard from others, it’s someone who doesn’t take no for an answer and pushes through a series of high-pressure questions at the end of the sale until they get the yes they are looking for.
When I was a Sales Consultant, I often focused hard on becoming a better closer but I struggled because I wasn’t comfortable putting added pressure onto a client. There had to be a better way other than the “5 No’s before they go!” rule that we were taught. But I didn’t know what that better way was. All I knew is that I felt more comfortable “closing” in the first minute of the sales process rather than putting the added pressure on myself and the client during the last minute of the sale.
Now that I’ve read multiple best-selling sales books, followed the best salespeople in the world, and seen them work live in action, I’ve concluded that closing is really a series of questions that start at the beginning of the sales process, not at the end. They dive deep into investigative questions to unlock their clients most desired needs and from there, they begin affirming the clients’ needs, then being to explain the benefits their product and/or services offer. By focusing the majority of their attention on investigative questioning, they allow the client to make the decision for them. They know whether the client is going to buy before they ask for the sale and in some cases, the client even tells them they are buying without the Sales Consultant asking.
If you don't consider yourself a “closer”, don’t worry, I wouldn’t want to be known as one anyway. Work on investigative questions as it will allow you to provide more value to your client and answer the real reasons as to why they are there to see you in the first place. Your goal shouldn’t be to close a sale, but rather, open a relationship. Think of it this way and I promise you’ll find more success.