Closing Happens Before We Think it Happens
MoneyMaker #22: 99% of problems that occur during Closing can be traced directly to the Inquiry (needs analysis) portion of the sales call.
Many customers want us to cure their problem without knowing what ails them. We must find out the details of their needs in the Inquiry stage. If we don’t, we can’t sell them. All we can do is quote them. Quoting is not profitable, selling is.
If you ask your customer a pertinent question in the Inquiry process and they won’t give you an answer, or give you a vague answer, you must find out the answer to this question before moving on. This is what I call a “Mini-Close.” A Mini-Close is any information you will need at Closing that comes up before the actual Close. Many sellers let these Mini-Closes go. They are afraid of upsetting their customer. They are afraid of, or avoid conflict resolution during the Inquiry stage and then are shocked when they can’t resolve conflict when it comes time to Close!
Most often, for example, the question of price is left untouched because the seller doesn’t want to deal with it. Cover price and any other possible need areas in the Inquiry stage!