Sales Techniques to Overcome Closing Anxiety

Why do perfectly normal people break out in a sweat when it comes time to close the deal? Normal people have closing anxiety because they haven't properly handled the earlier steps in the sales process. Closing should be nothing more than a natural conclusion to a selling conversation. If you're suffering from closing anxiety it's due to one of four reasons. The prospect didn't agree to a selling conversation in the first place. You confused the buyer by presenting too many options. You didn't take the buyer through a thought process that helped them to buy. Or you didn't stir up the emotional reason the prospect should act and act now.

The prospect must agree to a selling conversation, or you're wasting your time. To have that happen they must first agree that there is a problem, challenge, or obstacle preventing them from getting what they want. They must also agree that their perceived problem is worth fixing or overcoming.

When you present a buyer with more than three options you're dead in the water. Ideally you only want to present two options, on certain occasions you may need to present three but you never ever want to present more than three options because it's entirely too confusing for the buyer. When you present two options it's really easy to close by simply asking them whether they prefer A or B. You're the expert you're supposed to lead the sales conversation, but the best way to do that is through the questions you ask. Those questions need to be asked in a structured manner that helps the prospect to buy. You need to help them to explore what they want, what's keeping them from having that now, the other problems not having what they want leads to, and the financial or emotional value to them of getting what they want.

Every sales depends on your ability to trigger the emotional hot spot that motivates the buyer to buy. You don't get to this hot spot now because you jump to a solution way too early in the sales conversation. You do that because you're over eager to sell, and because you lack the sales maturity it takes to patiently probe for understanding.

When you've handled all the earlier steps in the sales process correctly you'll no longer fear asking for the close. You will probably find that many of your prospects will ask you how to get started. If you'll just take one more step you'll clinch your sales success.

The last step you need to take is to actively engage the prospect. Get them to write things down, prioritize options, check preferred options, etc. Every time you get them involved you're getting them to make small "yes" decisions or trial closes, so when it's time for the big "yes" they're already on board and ready to go.

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About the author: Cheryl A.Clausen can help you get unstuck. Look here to see how your Sales Skills measure up. What would you do if you just had more time? Enhance your Time Management Skills, check this out.

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