Have you hit the proverbial wall in your sales even after increasing the amount of presentations you make? If so, I would highly suggest to examine your sales process particularly in the area of closing. Assuming your presentations are with qualified prospects, addressing the area of closing can bring very positive results.

The consultative selling approach is designed to explore the true wants and/or needs of the client before making a recommendation, which calls for at least a two-step process in closing the sale. This may be accomplished in one or two appointments.

Much is said about how to close the sale, and much of it is very useful. However, in the end, it’s useful only if what you’re offering is in the best interests of the buyer/customer.

If what you’re offering is a quick fix and not in the best interests of the buyer, it will be to your detriment, not benefit. So the true closing of the sale starts at the very beginning of the consultative sales process, from the very moment that you meet the prospect for the first time.

A true sales professional works to close the sale from the initial introduction to the final closing. A good salesperson uses trial closes throughout the qualifying and presentation process and continues to look for positive feedback throughout the sale.

You must learn to embrace objections and negative responses given by the prospect, because each one can help you to close the sale if they are addressed to the prospect’s satisfaction.

Here are the components of most sales:

1. Initial greeting/introduction.
2. Qualifying/Questioning to find out the potential client’s needs.
   • Trial closes are woven throughout this process.
3. Presentation of products/services that are in the best interests of the client.
   • Actual close is attempted to finalize the transaction.
4. Addressing any of the client’s concerns or possible objections about moving forward.
5. Close is attempted again to help the client move forward to own the product or service.

The two approaches to covering the 5 steps are doing it all in one appointment or using a 2 appointment process. Smaller ticket items on the retail sales floor and on the phone can be facilitated easily in one sales appointment or call while other products/services require more preparation and must be separated into two appointments. You probably already have an idea what works best in your industry. I suggest that you go with the flow and not reinvent the wheel. If your colleagues and competitors are using the two appointment approach, for example, it’s probably best to do the same.

Whether using one appointment or two, you process should follow the same basic structure or formation every single time. It should be mapped out and predictable. There are typically three common concerns or objections to each question or statement. The key in your preparation is to learn the best corresponding responses to those three common concerns, and to also keep perfecting them.

Happy Closing!