Closing: How to stop customers bombing out of the exit door!

There is a cold theory in the sales process that during the sales conversation with a potential customer, following the needs analysis and offering the solution to the need, the inevitable "Objection" is coming, and this is when the real challenge of selling comes to the fore.

After all, to this stage, it's been quite straightforward - the questions have been asked (and perhaps qualified), offering the right solution has been discussed, and it's the happy road to another sale! Yet, the customer isn't playing ball when the attempted close is made.

A damn objection has come up, and it's an awkward one that could result in the sales process not going any further. That signed order form isn't going to see a finger-wiggle electronic signature on a tablet (or any ink on a paper order), and now the salesperson needs to recover the situation, get control, and move the customer to a closing 'position.'

But what if it's a major objection, for example, the solution doesn't (in the prospective customer's mind) add value to the price requested?

The real problem is that the customer has decided to exit a door on the "Corridor Of Uncertainty." It's a door with an excuse or reason on it that is sufficient to throw the sales process off course, and unless the situation can be saved, it could mean a lost sale.

The Corridor Of Uncertainty is a prospective customer's psychological journey before buying a product or service. It's when the decision looms to accept the presented solution, pause, and review the need to "think again" or "shop around." Whatever the reason a customer reaches for the handle and exits, the process indicates that the salesperson (or online message and marketing) has failed to convince the customer.

Is it just one of those things? You can only win some of them? A shoulder shrug and an "Oh well"?

They key point is that objections can (and do) occur at any time in the sales process, from the first words of engagement to the cliff edge of a done deal.

In 1-2-1 sales positions, any objection (unless it's very early in the process) is usually a sign that the line of questioning by the salesperson needs to be more thorough.

You see, it's essential to unpick what is going on in the prospective customer's mind. Why are they talking to you in the first place? What is their motivation to show interest in what you offer? Uncovering the "need" or "problem" is fine, but it's essential to mine deep into the emotions of the need and problem, the impact it is having, and what needs to be done about it. Oh, and also, while you're at it, who else needs to be involved in this decision?

Too often, salespeople leave gaping holes in the needs analysis stage or steer clear of the pricing/budget for fear of raising a potentially uncomfortable position for the prospective customer to show their hand. The issue is that pricing/budget and accountability (for the purchase) must be fully understood in the round.

When customers decline to accept the invitation to share with you how much they wish to spend, the sales discussion should lead to another angle to uncover what price points the customer has in mind (inevitably, they have an idea).

My overriding practical tip is to ensure the correct timing of the price question. This is because bringing up pricing too soon can cause the customer to suggest they're being rushed along.

Once the deep-finding questions have helped uncover the real need and the emotion as to why this product or service is required, it's important to discuss the proposed solution by focusing on direct and specific benefits that show you've listened and are helping the customer with their purchase. Then, if the body language and engagement are good, it's the moment - "What budget range do you have in mind to meet what you're looking for?"

Let the customer know you're asking about their budget to ensure you can provide the best solution within their financial parameters.

Overcoming price objections can sometimes be challenging, especially for long and complex negotiations. However, the "Corridor of Uncertainty" exists for most purchase decisions because it's a decision that has consequences - get it right, and everyone's happy.

The salesperson's job is to get them down the corridor of exit doors and through to the "Deal Door" at the end.

Removing the handles of the existing doors will prevent customers from walking through and out of the process. Still, the practical strategy is to ensure the line of questioning is deep, relevant, and taps into the emotional need of the purchase.