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The Sales Evangelist


Closing, Albert Alexander, Donald C. Kelly There are three great closing questions that salespeople often ask because everyone in the sales arena wants to make sure that we’re closing effectively. The answers to the three great closing questions will help salespeople close like a pro. 

Albert Alexander has been a partner in a construction equipment sales company that makes parts for excavators and bulldozers for 11 years now. Albert does all the marketing, inside sales, and digital marketing for the company. 

Closing questions

Often, sales reps are good at finding prospects and having a talk with them. Things change, however, when they’re turning them into leads. There are challenges in closing. 

Sales reps have this predisposed idea about how they purchase that gets in the way when they try to close a deal. Albert’s company grows 70% every year and that’s because they stick people to a process

For other sales reps, they stop in the middle of the process and it stops the action of the process moving forward. It could be because of the fear of rejection or any other reason, but the end result is the same. It halts the closing process. 

Imposing your buying style 

There are many decision types and processes that they take. For this reason, sales reps should know their customers through their pains and needs and be completely open to the different decision styles they have. Sales reps should remove their own fears and worries of rejection from the sales process and focus on their customers instead. If they do that, they can be empathetic to the needs of the clients. 

Say, for example, the client’s million-dollar equipment is not working and it needs a $50,000 part that the company sells. For the sales rep, the amount is huge and so he’d say, “I understand you need to think about it,” but that’s not the case for the client. The client is willing to spend $50,000 for his million-dollar equipment to work, but because the sales rep put his purchasing decision in the process, the entire closing will take a hit. 

Sales reps need to change their perspective or their purchasing styles and decisions when closing a deal. Sales reps need to learn to think like the clients they’re talking to instead of imposing their fears, views, concerns, or buying styles to their clients. 

Make a good logical decision for and with somebody, even when they’re concerned. Remind them of the things that are logical and that matter. 

The first step to close a deal is to put yourself in that person’s shoes better and eliminate the fears and worries. 

Closing styles 

We all have closing styles and the first one is the assumptive close. It’s extremely easy and it’s when sales reps choose and assume the next information that you have to collect and continue down the process. It’s almost like assuming that everything’s good and done after they’ve spoken with the client. 

This works for Albert’s company. They’ve implemented the assumptive process and it improved their closing deals to 25%.

So, their sales reps ask the following questions: 

  • Hey, where did you want me to deliver that?
  • When did you want that delivered? 
  • How did you want to pay for that? 
  • Is it going to be a Mastercard or wire transfer?

Most sales reps think that closing is an event and it shouldn’t be. They think that they have to ask questions and shake hands. That’s not how it works. 

If they investigate, build rapport, and lay out the solution that’s logical and emotionally fulfilling, sales reps can assume the next information and assume. Closing is not an event, it should be a natural thing. Sales reps should do all the work upfront and the closing is part of that.

Dig into the objection 

In the case of objections during a close, it’s often not the truth and just a reaction. Sales reps should dig deeper to overcome the objection. 

In Albert’s industry, there are five reasons that clients use to decline. 

  • Time 
  • Money
  • Price
  • Value
  • Quality 

Our sales reps dig deeper by feeding either of the top reasons why clients object to a deal. They wait for their response and try not to be pushy. They just make a conversation and wait because people have different buying styles. Some people like to think about it before saying yes, and some others just agree immediately. 

After the assumption, sales reps should dig deeper into their objection to see the real issue and not just the surface-level problem. In that way, you can give a solution to the real objection. 

A good sales rep is the one who can talk well and has the tenacity to understand and get down to the reasons to investigate. 

Being able to compensate with somebody doesn’t lead to a sale, you need to have a purpose and process. 

Utilize technology 

Sales reps can connect with a customer in a building effect of value. While sales reps are closing, they can talk to their clients in the process. In Albert’s company, their sales reps would send their clients’ invoices while talking to them on the phone. They also email and text pictures of what they’re going to get. They do these things while they’re closing the clients. People love how attentive the sales reps are in the whole process. 

When their sales reps close, they strive to make the clients feel like family. It’s different when clients get all the information they need while they are talking to the sales reps. 

So, utilize technology and use text and video messaging while closing because these things make them less guarded. 


Don’t think that closing is an event

It has to be a process that sales reps are moving forward through. As a sales rep, you need to cover all the bases because everyone is the same and the sale is the same. There are different variables but you can sum them up to a few things that you can master. 

Don’t complicate it and know that you’re closing from the very start. 

Three Great Closing Questions” episode resources

Connect with Albert in his site, ConEquip.com. You can also listen to their podcast at Sellingforlife.com where they share ideas of the entrepreneurial journey. Their company has gone from zero sales to 30 million a year. They’ve become experts in Google marketing and ad words. 

You can also connect with him on his email at al@conequip.com

If you’re a sales rep looking to hone your craft and learn from the top 1% of sellers, make plans to attend the Sales Success Summit in Austin, Tx, October 14-15. Scheduled on a Monday and Tuesday to limit the impact to the sales week, the Sales Success Summit connects sellers with top-level performers who have appeared on the podcast. Visit Top1Summit.com to learn more and register! 

This episode is brought to you in part by TSE Certified Sales Training Program. It is a 12-course program to help sales reps and sales teams to improve their skills in finding the right customers, to know the activities and strategies that work, and how to ask the right questions to build a strong value and close business deals. Simply go to thesalesvengelist.com/freecourse to get the first two modules for free. 

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About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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