Closing is more than just asking for the buisness.

Closing is one of the most challenging parts of the sales process for many salespeople. Often, salespeople conclude an excellent presentation for a client and do not ask for the business or any commitment. After 45 years of providing sales training for salespeople with different levels of experience, we can safely say that the close can feel awkward for many salespeople. Salespeople tell us they do not want prospects to see them as pushy, selfish, or too assertive.

What exactly is closing? Sales Concepts defines closing as any behavior the seller uses that implies or invites feedback or a commitment so that the buyer's following action accepts or denies that commitment.

This definition does not state closing should happen when you believe you have presented everything to the prospect. Don't wait until the end of the sales process to close. Closing should take place throughout the process by asking questions like:

• How does this sound?
• What concerns do you have?
• What is your timeframe?
• Do you think this fits your needs?
• Did I understand your needs correctly?
• How does it look so far?
• Does it look like we are making progress?
• How do you feel about our discussion?

Listen for buying signals such as:

• They ask for a better price.
• They ask for something specific.
• They ask if dates are available.
• They tell you, "This sounds good."
• They begin to calculate total costs.
• Bring in someone else.
• They become less formal.
• They say, "Thank you."
• Ask more questions.
• They start planning.

Close when you sense the time is right. Make sure you close for something with every encounter, even if it is for the next step of the process. Close for a calendar invite. Not only does it keep you organized, but it is also a commitment from the customer to continue the process.

It is not pushy, selfish, or assertive to ask for business when you have the solution for the prospect's problem or need. If you consistently approach the sale from the buyer's perspective, they will often close for you by asking, "When can we get started?"