The Art of Closing a Sale
People always say that art is subjective. What resonates with one person may not resonate with another. There isn’t a clear definition of what “art” is or consists of. However, the art of closing a sale is more objective. It either happens or it doesn’t. You either win the opportunity or you don’t. There’s not a lot left to interpretation.
However, getting a sales opportunity to the point of closing is an art. There is a process, there are challenges, and it takes time, patience, and hours of work to get to the end result—a closed piece of business.
Just like a complex piece of art, sales don’t happen overnight. You start with the foundation of building a business relationship and identifying a problem that needs fixing or an opportunity that needs seizing. Then, you add a layer by better understanding the urgency for your prospect to make a decision, the money needed to make it happen, who else needs to be part of the decision-making process, and the steps required to make a decision. It requires layer upon layer to create a complicated, nuanced sale. And because it’s so complex, closing isn’t a singular event.
If done correctly, closing happens over time. During your qualifying process, you can ask questions that help guide your prospect down the path to a decision. At the beginning, maybe it’s “Is this something you have to fix or want to fix?” The answer tells you if they are committed to making the problem go away or bringing the opportunity to fruition. Later on, asking something like, “Suppose we could do this for you—what happens then?” helps you better understand where their head is at and whether they are leaning in your favor.
And just like a real piece of art, the finishing touches are among the most important parts. After we’ve presented a solution or reviewed a proposal, it’s critical to ask these three questions:
- Do you think I understand your problem?
- Do you think I can help you?
- Do you want my help?
We are not in the business of begging for business. Your efforts should not be about convincing people to choose you. Yes, I’ve tried to condense the complicated topic of “closing” into just a few minutes, but if we’ve nurtured the conversation, asked the tough questions, helped them create their own idea of value in working with and choosing you, and allowed them to close you along the way, then you’ve done all you can. It’s time to step back and look at what you’ve created.
You are a commissioned artist—people hire you for your expertise and skills, but at the end of the day, it’s their painting. Your job is to create the piece of art they want, which is why it is so critical to “close” along the way. Ensuring you are creating what they envision, need, and want is the real art of closing a sale.
From Alex Cole-Murphy, Sales Development Expert
Anthony Cole Training Group
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