Closing with Confidence
Closing with Confidence

Wouldn’t it be nice if they made a confidence pill, not just for sales, but for anything? If a “confidence in closing” pill existed, it would be a really strong closing tool! That pill doesn’t exist to my knowledge; so unless you have the “natural” gift, then how do you close with confidence? Considering the different key elements in closing with confidence, let’s look at some obvious things first.

Preparation, now that’s one thing that is really hard to substitute. It’s the dedication to prepare that provides a boost and causes you to exude confidence when entering a negotiation. If I I begin a presentation knowing that I’m 100% prepared, my confidence is through the roof. Therefore, I feel that I am able to handle any objections and ultimately close the deal.

Looking back at those who are “naturals,” sometimes they feel their gift for sales can get them the deal. When you combine natural ability with a commitment to preparation, you can really close with confidence. I have met several people who had natural ability, but I have seen that natural ability can only take them so far. They enter a negotiation armed with objection-handling techniques like Bruce Lee in “Enter The Dragon.” The problem comes down to a failure to prepare and use the correct steps, which leaves them without the confidence needed to close the deal.

Practice your approach; if the pros practice the plays they are going to execute in the game, why shouldn’t we practice closing before sitting in front of a customer? Not only do we train on the process in finance and sales, but we also do extensive role-playing to make sure students are proficient in their techniques. You will feel more confident in closing if you practice going over closes and getting your word tracks to flow smoothly.

Recently a movie came out called “The Wolf Of Wall Street” about a real life closer, Jordan Belfort. He would often ask people to “sell me this pen.” In the movie, there is a scene where Belfort, played by Leonardo DiCaprio, asks this of a man sitting at his table. The man takes the pen and then asks Belfort to write his name down. Belfort replies that he does not have a pen. “Exactly,” the man replies, “supply and demand.”

Although the answer in the movie is not the real one, according to Belfort, before he sells a pen to anybody, he says he needs to know about that person. Belfort said, “I want to know what their needs are. What kind of pen do they use? Do they even use a pen? Do they use a pen formally or just in everyday life?”

So what was the real point Belfort was trying to make? Simple – don’t skip the steps to the sale! Whether it’s a pen or a penthouse, the needs analysis plays a major role in the needs satisfaction. Skipping steps to the sale can leave even a “natural” looking for bullets at the closing table.

One topic that always comes up in our training school is having confidence while presenting numbers. We address this confidence by building value in everything leading up to the close, such as fact-finding, the demo, the trade evaluation and trial closes. When you do the right things and don’t skip steps, you are prepared to close and you feel confident to do so.

Since we know automotive as well as all sales sectors will continue to change, we have to be more prepared. We are in such a technology-filled world; customers have more resources than ever available to them, so we have to be more transparent. A pushy sales person can turn a client away, so don’t be pushy – be confident! A powerful way to be confident is to believe. Believe in yourself. Believe that you are prepared to close and that they should buy from you. Believe in your company – what it’s about, and how long they’ve been in business. Share how the business cares about its customers and its employees. Believe in your product, its features and benefits to your clients, and that it will meet their needs, because you understand what they are looking for.

Once you identify these things and feel confident, you’re ready to negotiate and close. When closing, remember to clarify and understand what the objection is, so you can truly address the client’s objection and close with confidence. Rephrase the objection in a way that is easier for you to overcome. Isolate the objection so you can handle it without any additional concerns.

Following these simple steps will give you the ammunition you need to start closing with confidence.