For salespeople, getting a sale sometimes feels like pulling teeth. In those moments, you may wish for a way that prospects would close the deal themselves. Believe it or not, there is a sales strategy that if you nail it down, will improve your closing ratio like magic!
As I said, there is a step in the sales cycle that when perfected, makes you an infinitely stronger closer. But, to work, it relies on your wealth of product knowledge.
The reason why will be clear in just a moment. But before we go any further, you must know EVERYTHING about your products and offers. Otherwise, your chances of closing deals will be slashed before you even start.
The sales process builds upon itself. That means if one piece is weak, the whole deal can fall apart. For that reason, you have to plant the seeds to close the deal early on – in fact, getting customers to close starts much sooner than most salespeople think.
It begins with asking quality qualifying questions, then getting real answers during your fact-finding.
How Fact-Finding Helps Clients Close the Deal
Many sales professionals rush through the fact-finding process, That’s because they don’t fully understand its purpose. There are two main objectives to fact-finding:
- Discover the customer’s needs and how they make decisions, and
- Determine which product to present and how to demonstrate it.
A true understanding of what the customer needs and how they make choices are clues to closing the sales deal. For example, the guy who leased his prior truck is more than likely going to do the same on his next one. Or, if he loves his current vehicle except that it’s a manual – show him something similar with an automatic.
People will show you exactly how to close them if you know what to ask.
On top of this valuable data, qualifying questions also save you a lot of time as you move through the sale. Yes, you save time by finding the “right one” in your inventory that meets their needs quickly. But, you can also get ahead of future obstacles.
Solid Questions Identify Problems Sooner, Rather than Later
Unfortunately, potential customers have become wary of salespeople because of the unethical behavior of some in the past. Therefore, they tend to keep a lot of information close to the vest.
Namely, important, yet unspoken objections or other decision-makers essential to closing the deal.
This is where fact-finding questions are a lifesaver. They reveal the customer’s complaints, stalls and money issues before they’re a problem and allow the customer to save face.
In short, you can predict and handle problems before they slow down the sale.
By now, I believe I have made my case for mastering this sales step. So, I’m going to give you what you’re itching to know: the types of questions to ask.
“Even when a customer knows they want your product and needs it, you still must insist on closing the deal.”
Real Questions that Get REAL Answers
Earlier, I told you the two purposes of the qualifying step – to identify customers’ needs and buying behaviors. You must know both to close the deal.
As such, I will give you examples of questions that determine each of them. Feel free to adapt them to your industry and products.
Keep in mind: The secret to these questions’ success is knowing how your product will solve the issues important to the customer.
Inquiring About Needs
Notice the differences in the wording in these examples versus what you use now. Then, make the appropriate changes to suit your business.
- What do you wish was different about your current (similar product)?
- How much time/money would it save you if you could fix (customer’s stated issue)?
If you have been paying attention, you will see a pattern here. All of these examples help customers close the deal for themselves before you even get to the product presentation!
Showing the Buyer What They Want
Now, it’s showtime: the product presentation. You should have an overall plan for demonstrating your product every time. At the same time, based on your fact-finding answers, focus heavily on what the customer says is important to them.
Sometimes, you can even skip showing certain product features and get the deal to a close faster with quality client data. I suggest you do your entire presentation until you are a master closer.
So, take your time and keep training. Because how well you fact-find and effectively present your offer sets you up for success.
Using Their Words to Close the Deal
Another benefit of fact-finding is that it helps you structure your proposal. Plus, you gain the high ground in the negotiation process.
How this works is simple: You use their priorities to justify the price and the close. Here are some illustrations:
The customer says they don’t like that their current vehicle doesn’t have a leather interior. That validates the extra $1,000 it costs to add that option when they say, “The price is too high.” After all, they said they wanted the leather!
Or, they say they are shopping today because their current washing machine is falling apart. Well, when they try to stall the sale with, “I need to think about it,” you should remind them their dirty clothes won’t wait.
Of course, you always say these things with a positive attitude and lean on logic. And doing so takes a lot of closing material and roleplay to deliver smoothly.
The takeaway here is even when a customer knows they want your product and needs it, you still must insist on closing the deal.
Customers will ALWAYS Need YOU to Close the Deal
Modern consumers have more information than ever before. Despite this, salespeople will always have a role to play in the marketplace. Because if customers could truly close the deal themselves, they would’ve bought already. For that reason, mastering fact-finding and the road to the sale is key to becoming a solid closer.
My sales training platform Cardone University has sales tips I learned in three decades in sales that propelled my success. Schedule a call with my team for more information. Either way, the info in this article will supercharge your sales.
So, fact-find thoroughly and be great!
