LED Sign Sales- Closing Technique Suggestions- Installment 2 of 3

- Mike Prongue

How do you close a sale? Healthy thinking about a sale is the first step.

Many people subconsciously fear a successful sale being consummated! I know it sounds ridiculous and you might have to give Dr. Phil a call to know why, but a lot of salespeople have this fear that they are somehow “getting into the customer’s pocket” or somehow "taking their money". Nothing could be further from the truth.

If you have a solid product, backed by technical competence, at least in the world of LED signs, you are trading a money-making, value-rich technology product for a fair amount of money. It is a win-win in reality. They need what you have.

No fear and no guilt.

In the world of early man, just like in today’s world of sales people, there are two types- the hunter and the farmer.

The hunter will take their spear and go bravely into the woods, not dismayed by cold, fear, darkness, danger or hunger.  They stalk, they track, they make their move and they bring the prize back to the tribe and are rewarded and valued for their skills. 

The farmer tends the soil, plants the seed, waters the seedling, pulls the weeds and nurtures the small plants into a thriving field and a bountiful harvest. Yet, each night their head hits the same pile of furs. They don’t wander the woods but what they do is important to the tribe as well.

Do you see this in your sales team? Some people develop and deepen relationships and nurture clients while others “hit the streets” and hunt aggressively for the next sale. It depends on your company and how your business operates to choose the right approach. Perhaps a mixture of the two would be best?

These thoughts may help you to look at your sales team or maybe yourself. Use what works for you.

Now, as promised, here are three more closing techniques for your review. Again, of the 9 total closing techniques that I will present across 3 blog entries, choose perhaps 2 or 3 to use. Not all will work for you. It depends on your style- hunter, farmer, techie, smiley person or whatever you are! Choose a couple and try them.

#4 Choices Close

Approach

Offer more than one alternative for the customer. This may be something you are already doing but keep the alternative choice small in number.

Many years ago while looking for a sports coat in a Men’s Warehouse in New Orleans, I tried on several different styles. A saleslady helped me and she said “I know you won’t buy because you tried on more than 3!”  She was right- reduce confusion.

This approach works well when you are seeking agreement.

Examples:

Do you think the full-color or the simple red grayscale LED sign is best for you?

Would you prefer the wireless option or do you want to trench your parking lot for a Cat5 cable?

#5 Technical Close 

Approach

Display, discuss and spotlight the engineering and technical aspects of the product being sold- in our case the LED sign. Remember to state not only the technical feature but the benefit it provides to the customer.

This works because you are providing the backdrop and the background, i.e.- the History, of the product and how it is a superior choice.

Example:

This LED sign has the most advanced software in the industry. It’s actually the 4^th generation of software and that means that it’s easy to use with all the bugs worked out!

Our LED sign has redundant power supply options to ensure the sign always stays on and your message is always seen.

Then ask for feedback to see what they think.

#6 Let Me Check

Approach

You’ve seen this at car dealerships. It’s the old “ask the boss” routine but it does work not only for discounts but delivery schedules, and other exceptions that you might be able to answer. But why should "lowly little you" answer them when you can appeal to some higher power on their behalf during a well-timed intermission?

You apparently “put yourself on the line” for the customer and a small sense of bonding occurs. 

I’m not a huge supporter of this approach but there are times when you need to ask the boss a legitimate question that is “above your pay grade” and doing so do demonstrate to the customer that you are willing to spend time and energy to answer questions.

Stay tuned for the final installment of this “closing technique” blog- next week!

These comments belong to me, Mike Prongue, and do not reflect the views, opinions, hopes or dreams of anyone else, anywhere else and this includes Vantage LED. I appreciate your constructive opinion which may be sent to me at michael@vantageled.com.