How to Improve on your Sales Closing
Risk perception
In B2B Sales the most important part is the Closing of a prospect. It is make or break. Win or lose.
All the functions, features and benefits of your solution are important in the purchase decision.
However as any purchase decision comes with a risk:
- Taking the wrong decision
- All the problems and costs afterwards
Remove the risk perception
The salesman or marketing should take way the risk perception or lower significantly the perception of risk.
Thus instead of hammering on all the benefits, advantages, functions and features, it is more important to hammer out all the risks.
This risk avoidance is why people and companies buy IBM, Oracle, GE or other established brand names. “You will never get fired buying IBM“.
If your brand has a higher risk perception than your competition, you have an uphill battle to fight, which you still can win if you investigate about the risk perception and convince with all your sales talents and skills.
Try to understand the perceived risks they have about your competitors and show this is not valid for your company and solution.
Close Sales Deals better
Thus in order to close more effectively and better: find out what your customer perceives as a risk and try to remove it.
It is as simple (or difficult) as that. Being supported by a big brand name or a massive advertising campaign will certainly help.
- Find the perceived risks involved with the purchase decision
- Use all your talent to remove this risk perception
- Then close better, faster more efficiently
Keep in mind that the goal of the decision makers is to avoid all risks that can influence their career, their life and lastly the business.
How many Sales Deals did you miss due to the risk perception?
