Closing the Call

Question: I was recently reading an article on sales where the author said that when it comes time to ask for the potential client's business you should say, "What needs to happen in order for us to work together?" It just doesn't feel right to me. What are your thoughts on this?

Jill's Response:

The question, "What needs to happen in order for us to work together?" is an old-style closing question that is no longer effective in today's market.

Whenever I hear it, my gut wretches and I want to scream, "You haven't shown me why it's worth my time and money to do business with you. You just want my money." The question itself puts the seller in a one-down position. It makes me feel that the seller is a commodity type player, not a pro. As a result, my usual response to them is, "I don't know."

Here's what you should do to close the call:

After a a good dialogue with a prospective client regarding their specific business issues, goals, and challenges related to your product/service, summarize what you've learned.

(By the way, research shows that clients determine your credibility, competence and concern by the questions you ask, not the knowledge you dump on them.)

After summarizing, suggest the logical next step. This could be any number of things. For example: "Based on what you told me, the logical next step would be:

- for us to set up another meeting with your specialist to explore this in more depth."

- for me to prepare a discussion document outlying my suggestions for improving this situation."

- for me to get started with those interviews right away."

- to get that training date officially on the calendar."

- to get that initial order placed so you can test how it works in your company."

Sometimes you need more info and time before you're ready to make a proposal or win the business. Other times the client is ready to get going.

If they agree to get going on the project (i.e., do the interviews, set the training date) or to place the initial order, then matter-of-factly take care of any contractual things that need to get done first.

It's no big deal. It's not a close. It's exactly what a peer would say to a peer.

Comments

[Bill Bell]

First, to ask "What do we need to do etc. is certainly wrong. Next, I think any one of your next steps would be appropriate depending on the situation. They're all good. But I would offer two small alterations: (1) Change "based on what you told me" to "based on what we've discussed" This has more of a pertnership feel. (2) Might be good to omit the word "logical". Sounds a bit "heady" or overly intellectual. Posibly off-putting to some people.

A general comment is that closing is difficult because it requires that we be a leader. Subtle and tactful, but still a leader in the buying/selling situation. Such leading is a skill that comes natural to some, but most must learn it.

[Ali Sennara]

I think such silly questions had been gone and nobody nowadays use it but there is new closing techniques has been appeared.