How to Close Sales effectively with today’s highly informed customers?

One of the most important steps in selling is to close sales. It can be defined as the actions taken by the sales person to gain agreement to the sale. Various closing techniques are used by sales people take to encourage the customer to make the necessary commitment. Sales people need to find the balance between being persuasive but not arrogant or annoying. It is essential for sales leaders to understand that the way consumers make purchasing decisions is constantly changing, hence the key is to continually re-evaluate your sales strategy with your staff. It is important to note that when trying to make a sale, the customer is the priority.


Some of the most effective strategies to help close sales faster are:


·         Recognize the decision maker.

You need to start by getting to know the decision maker in order to close sales quicker. Most of the times, the decision makers will send someone else to learn all of the information they can about your firm. In such cases, be sure to put yourself into the head of the decision maker so that you can customize your sales pitch to that person’s interests, even if they aren’t there. Of course, the best way to go is to talk directly to the decision maker. Therefore, do whatever you can to setup a meeting with that person.


·         Be well-prepared and act like an advisor

It is well-known that the best salespeople are reliable advisors. Research shows that over 70% of customers conduct research online before purchasing. Hence, today’s salesperson must be prepared to interact with these highly informed customers and offer personalized advice to enhance what they already know.


·         Practice active listening and bring value

It is critical to listen attentively to what your prospective customer is saying and respond with solutions that meet their needs. In this way, you will help prospects make their own decision to buy. In fact, a sales professional will soon lose credibility if he or she doesn’t show a deep understanding of a prospect’s needs or doesn’t understand in detail his or her own company’s offerings. Therefore, active listening is one of the vital skills needed to make the whole sale process go smoothly. This will allow the customers to feel understood and encouraged to buy the product or service.


·         Be real

It is easy for clients to sense if you are being genuine during the sales process. Thus, it’s important to convey to the client that you care about their needs and not just the deal. Of course, being prepared is a must but avoid being too calculated as it may turn off customers. In other words, it’s good to appear like you’re ready for every question, just simply don’t act like you don’t care about the customer’s best interests.


·         Be disciplined

One of the most essential qualities of a successful salesperson is to be disciplined. The latter has to keep an up-to-date prospects list, where information is gathered about each prospect including their needs, their level of interest in your company’s offerings, the date of your last conversation and proposed future steps. One of the best practices is to group prospects into categories: Excellent, average or weak leads. Doing so will help you adapt your strategy and follow-up efficiently.


·         Create a sense of urgency.

A good way to give the client an incentive to commit is by setting a deadline to the deal. For instance: whether it’s a discount or something free, make them feel like they are getting something to their advantage. However, this does not mean pressurizing the customer; it simply means try to give them a little extra reason why your product or service is the right choice.


·         Overcome objections.

Preparing the sales presentation in advance in order to address and overcome any potential objections can help to close the deal faster. Otherwise, if you come unprepared, you might need to take some time to think up a solution. Therefore, by having an outline of anticipated problems and a thoughtful analysis of the risks, you can reduce the resistance. One way to prepare your whole team is by setting up a meeting and having each salespersons come up with objections they might anticipate.


·         Know your competition.

As a salesperson, it is essential to know the areas that you are more competitive than your competition. This can help to close sales quicker. Keep in mind your unique value proposition while interacting with the prospect. Once again, this is all about preparation. The key is to do your research and make sure that you make note of something that you are doing that your competition is not.


·         Ask for referrals

Always ask for referrals from satisfied customers. This is because recommendations from satisfied customers build your credibility and increase your trustworthiness in the minds of prospects. Having referrals will help shorten the selling cycle and enhance the chances to close sales.



It is certain that being skilled at closing is arguably one of the most important techniques a salesperson can master. However, this step requires many skills and qualities such as active listening, good communication, credibility etc. Having a performing sales team is crucial and to make this happen, an innovative sales training can help greatly to reach your sales goals.


Check out the demo video of our innovative sales training program for ‘closing techniques’: