Whilst the ideal scenario is to set up logical buying criteria that naturally progresses to a sale, it rarely happens this way. And this is where most coaches fail in the sales process. They fear closing the sale.

Of course, this fear is counter-intuitive. The real fear is that of being rejected. Yet, if you don’t close the sale it’s the same result as being rejected. Hence, logically, the only way to overcome the fear of rejection is to attempt to close the sale.

The ‘handling objections’ approach is an effective close. But it can be complicated if your prospect ‘just doesn’t feel it is right for them’. Usually in these scenarios you’ve failed to build enough credibility and rapport. This means you have to return to the part of your sales process where you qualify your prospects.

Handling objections. A good selling process pre-empts objections and overcomes them before they become a barrier. But it’s also important to remember that an objection is also your opportunity to close.

For example, let’s assume you’ve been through all the previous steps and your prospect gives you the objection: “I like the sound of your service, but I can’t afford it right now”.

Firstly, you should always agree with an objection. To the prospect it’s real, so you should validate it. This also assists maintain rapport.

So you could respond: “Well, that’s certainly a good reason not to invest in the service today. [Pause]. But let me ask you this: Is money the only thing stopping you from beginning the service?”

If there are no further objections your prospect will say something like: “No, if I could afford it, I’d buy it”.

This is called isolating the objection. Now that your prospect has identified and isolated their only objection, you simply find a way to move past it. “So if I could find a way for you to afford it you’d start immediately”.

Then you just emphasise your guarantee, design an instalment plan, lock them into a lower investment solution, etc.

Another powerful technique to close is to assume the sale. As this technique suggests, you simply close the sale by assuming your prospect wants your service.

You do this by saying things such as “So what’s the best time and day of the week for you? I have Wednesdays 6pm to 7pm free. Does that suit you?”

Other strategies for closing include:

Risk Reversal. Using risk reversal you reverse your prospects perceived risk on to you. This is most commonly done by way of a guarantee.

Scarcity. Scarcity is a powerful device for closing. People strongly desire what they can’t have or what’s perceived to be scarce. Common scarcity devices include time constraints and number restraint. For instance, rather than saying “I’m pretty well available any time, just let me know when suits you”.

Try…”I only have 1 spot remaining in my calendar and I have another 3 meetings this afternoon. If you don’t lock it in now, chances are you’ll miss out for around 3-months”.