Radio Sales Today

RAB Sales Tips

The process of closing begins early

Closing shouldn't be manipulative, tricky or based on a technique you apply at the end of a presentation. Closing should begin the second you qualify a prospect. It's an attitude you maintain throughout the selling process.

Sales are not closed for two reasons: Either the prospect didn't see the need to make the change, or the salesperson failed to explain the advantages of the product or service being sold.

You begin to close the sale the moment you open it. You're closing when you believe 100 percent in what you do and what you sell. You're closing by showing prospects a passion for what you sell. You're closing when you keep your word, walk your talk and behave in a thoroughly professional manner.

You're closing when you ask intelligent questions to identify the specific ways your products or services will contribute to the lives of your prospects. You're closing when you listen, giving prospects the respect they want and expect. You're closing when you present expert solutions to the specific needs and concerns of your prospects.

Source: James W. Benson and Paul Karasik, sales authors