Watch the game deal with Alexey Veselkin. Productive transaction cycle. Practical case. Initiative transaction method

At the request of readers, I continued an extremely important topic for every company - the productive cycle of a transaction.

In this article we will look at practical examples that will help you better understand the cycle itself and the need to implement it in your company. In addition, I will show the versatility of this algorithm and the possibility of its use in any company structure and for any type of sale.

The transaction management cycle is a sequential process that begins from the initial contact with a potential client. It continues with the process of forming a client, guiding him through a certain algorithm and, subsequently, transferring him to the next cycle on the same or new conditions.

1. involvement;
2. entrance;
3. lapping;
4. contract;
5. execution;
6. closure;
7. exit with the construction of a new possible entrance.

Depending on the size of the company, each stage may be carried out by a professionally trained employee or by an entire department of specialists. However, it is possible when one person carries out the full transaction cycle. It is important to know and understand all the nuances and possible variations in each link of this single process chain.

Only at the stage of involvement can an entire PR department and so-called “packers” work, who demonstrate your brand to the world in different ways and methods. And if you are not yet a brand, then the process of involvement should be more active. And in this case, both the push strategy (trans. “push”) and the pull strategy (trans. “pull, draw in”) work. Most often, companies use both strategies simultaneously. The sequence of the transaction cycle is also unchanged, but the execution itself at each stage in each link is carried out differently. Which strategy to choose and how to tactically build interaction in each section of the chain depends on the type of sales.

The transaction management cycle itself applies universally to any type of sales.

We list their types:

• active;
• passive;
• personal;
• impersonal;
• straight;
• indirect;
• simple;
• complex;
• long;
• complex;
• industrial;
• design;
• regional;
• two-stroke;
• conveyor;
• cascade;
• info sales;
• boxed;

And for all these types of sales, their own push or pull strategy, or a mixed one, is chosen. However, the transaction cycle and its sequence remain unchanged. It is continuous and requires sequential passage of each section of the chain. Depending on the type of sale, there may be different tactics and timing at each stage of the transaction.

Let's look at a specific example of direct selling:

They sell strawberries near the metro.

Involvement:“Buy it! Ripe, delicious, just like you, girl. Wow!"

The person stops, considers, and makes a decision. This is the entrance.

Lapping:“Buy two kilograms, I’ll give you the third, you’ll make the children happy.”

Agreement: in this case, they can be the verbal form of the desire to buy strawberries.

Execution: This is the service, the way they pack our strawberries, for example.

Closing: you pick up the strawberries and thank the seller.

Exit:“Next time you come with a girlfriend, I’ll give you two gifts!”

A simple example of street or market trading.

Of course, other types of sales differ in tactics and execution, but the sequence of the deal cycle remains the same.

Let me give you another type of sale.

Consulting company NFP, its managing partner Sergey Lozhkin.

The company’s mission and its common core, regardless of different directions: “We help organizations develop sustainably.” Clients of this company: Lomonosov Moscow State University, Transneft, Leroy Merlin and many others.

The company has been on the market for several years, but we know how quickly everything changes and how the speed of these changes has been increasing recently. What was effective a year ago no longer works today either from a management or marketing point of view.

We have introduced a whole area of ​​robots into the company, which has just begun to actively develop in our country. It played an active role in the engagement process: thanks to robots, we attracted interest, and all other areas began to actively be in demand and received an influx of customers. The company reached serious customers, and then you understand how the law of large numbers works.

In other words, through the correct construction and structure of the company, its core, i.e. mission, through the correct activation of the first link - involvement, we open the “tap of opportunity”. However, without working through the links of the entire chain, there are any number of cases when the “tap of opportunity” is open, but that’s where it all ends. There is interest in you and your product, but there is no final result in the form of a completed transaction.

For example, in this company we had to balance engagement and other stages of the deal cycle. A flow of clients is great, but only when you have enough resources, when you do not lose quality in service and bring the entire cycle to fruition, otherwise this flow will go into the sand.

Why is this happening? At some point a link breaks. To prevent this from happening, the manager and/or owner must clearly understand who is responsible for each section of the transaction management cycle chain. However, this is often not enough!

While dealing with this problem, I came to the conclusion that both the management team and the performers are afraid to face any problem or newness. The reaction to a problem (as well as to novelty) is programmed in our body, and it is quite common and predictable:

1. flee.
2. head in the sand, not seeing anything and not wanting to know.
3. protective reflex, usually aggressive.

The key to the success of any organization is a balanced, professional and consistently executed transaction cycle. This requires the desire and ability of each employee to solve problems at different levels, translating them into tasks.

By professionally training people, especially managers, to consistently see and solve problems, we are able to flawlessly carry out effective activities at any stage of the transaction cycle and arrive at the optimal result.

As I already wrote in the previous article “,” a management crisis is a clash with novelty. This is the problem that leads to failure to close the transaction cycle at any part of the chain. If we know how to overcome this crisis, going through it technologically, a desire to solve problems appears. As you and I know, the scale of a company is measured by the volume of problems that this organization can solve.

• Consistent, competent and professional completion of each stage of the transaction cycle ensures stable growth and development of the company;
• overcoming limitations and psychological blocks in solving problems helps to move effectively in each section of the transaction cycle chain;
• the transaction cycle, its algorithm and sequence are universally valid for any type of sales. Technologies and time spent in a particular link in the chain may differ, but the sequence and passage of the entire chain are unchanged;
• in order not to get stuck at the very beginning of the transaction cycle chain, it is necessary to keep up with the speed of changes both for the company itself and for the manager personally;
• to train “special forces”: specially trained people who are ready to lend a helping hand at any stage of the transaction cycle if difficulties arise.

In conclusion, I want to say that a well-developed chain of the transaction cycle in detail, detail and all the nuances will inevitably lead to sustainable, stable and often “explosive” growth of the company.

• Rules for “pressuring” the buyer.
• Methods and rules for closing a deal.
• Common mistakes made when closing a deal.
• Deal closing techniques that no client can resist.

What's happened closing the deal and how can this actually be accomplished? Today this is one of the most important trading problems, which raises a lot of questions for every sales manager - both beginner and professional.

How to Determine the Right Time to Close a Sales Deal

With the right approach to selling, closing a deal should not be a problem. But the client may have doubts in his mind or the person may lose interest in your services. The sources of such annoying situations are most often mistakes made at the preliminary stages of sales. Therefore, remember that the amount of effort put into the first stages of sales is inversely proportional to the time spent on closing the deal.

Strive to find the moment to complete the sale in time. If the buyer has already made up his mind after your main arguments, there is no need to bore him with other details. Experience shows that by acting in this way, you risk changing the client’s decision, and not at all in your favor. When, on the contrary, you rush to complete the transaction, the client, still far from making a choice, will simply change his mind about buying the product and leave you forever.

How to accurately determine the optimal time to close a sale?

Slowly, but confidently, win the buyer over to your side, using the most compelling arguments. Ask him as many closed questions as possible that will only require his consent and nothing more. By answering in the affirmative, the client personally convinces himself of the exclusivity and necessity of the purchased product.

At the end of the presentation, again tell your interlocutor all the benefits that he will have after the purchase, and emphasize every missed chance if he refuses your offer. This way, you allow the buyer to reconsider his decision and make sure that the option is a win-win.

Ask yourself five questions to ensure that closing is appropriate.

1. Does the customer really want to buy my product?
2. Does he trust my company and its products?
3. Did he realize his benefits from this deal?
4. Was his choice well thought out?
5. Does the client doubt his decision?

If, at the stage of closing the sale, the buyer suddenly admitted that he needs to think about the offer again, it follows that:

• he really needs to think things through;
• he is confused by some things, but he does not talk about it for a number of reasons;
• the client has changed his mind about buying the product, but does not tell you out of politeness;
• The buyer is almost ready to complete the transaction, but something is holding him back.

In order not to lose a client, clarify what caused the need to weigh everything additionally. Ask the question: “Is something holding you back from buying? Do you need to think a little or is there something that worries you or doesn’t suit you?” After this, it will be easier for you to understand how to further behave with the buyer.

The client is ready to close the transaction when he:

• openly stated that he really intends to make a purchase, and clarifies with you further terms of the transaction;
• shows signs of approving the arguments you make and generally agrees with your beliefs;
• expresses agreement with his facial expressions and movements (for example, smiling or nodding his head in confirmation of your words). When interest appears, you will see a noticeable change in emotions on the buyer’s face;
• asks for the opinion of his companions or calls his acquaintances. This suggests that he has already decided to make a purchase and wants to enlist third-party support;
• asks to demonstrate the capabilities of the product.

The buyer doubts the transaction if he:

• shows this through his behavior (scratching his face, looking into space, breaking out in sweat, falling silent for a long time or fiddling with objects in his hands);
• asks to show some documents again for reading;
• again begins to study the characteristics of the product.

Such signs indicate that the consumer has not yet made a final decision to purchase your product. Most likely, he is not yet sure of his choice or wants to receive some additional information. To determine what such a client lacks, what else he wants to know before purchasing, ask him open-ended questions. Then help your buyer make the right choice to close the deal.

At the end of the transaction, the client may behave differently, which can serve as a signal of problems. Let's consider options for completing a purchase in sales and some solutions to problematic situations when the client:

• not in the mood for dialogue, which is most often caused by poor quality of contact or simply a person’s bad mood (this is his right);
• neglects communication, avoiding dialogue, not reporting the lack of information and not voicing his negative decision;
• does not ask questions (in some cases you need to be wary when the buyer does not clarify anything about the product and the contract, does not negotiate on price and conditions). To eliminate the possibility of your own paranoia, invite the buyer to express his opinion about the product, ask about the advantages of your offer compared to the client’s previous attempts to buy a similar product. If the interlocutor willingly tells his stories, hopes for mutual cooperation, but does not give specific dates, figures, scales and drags out the conversation, most likely he is not yet “ripe” to close the deal. When the situation does not improve (meetings are postponed and deadlines are creeping), you need to invite the client to resume a joint dialogue a little later, when his and your circumstances can change.

If the seller is energetic, has a positive attitude, is able to win over the interlocutor and establish the necessary connections, then there is no need to worry about the success of the transaction. The main thing is not to forget about the “need”, that is, the excessive importance of the sale, and not to demonstrate it too much in the final phase of the purchase. Sophisticated negotiators often use this technique: seeing a need in the seller’s actions, they immediately set strict conditions for the interested party. The ability to restrain your emotions and non-verbal behavior are qualities that allow you to successfully close any deal.

When it comes to completing a purchase in sales, you should pay attention to the qualifications of the manager in charge and the authenticity of the information. This applies most of all to inexperienced sellers and people who are not sufficiently competent in the technical features of the product. Here it is important to make sure that the buyer has complete information about the product he needs. If the consultant is not confident in the accuracy of his answers to the client, it is better to seek help from technical experts and even management. Misleading your interlocutor and beating around the bush is not a good idea at any stage of the sale, as this will make closing the deal much more difficult.

Close deals like Donald Trump

Donald Trump is considered the consummate dealmaker. The editors of the magazine "General Director" reveal the secrets that help him "pull out" hopeless negotiations and choose profitable projects.

Methods and rules for closing a deal

Direct transaction method

Puzzle the client with a closed question whether he is ready to buy. This should be done clearly and with conviction. Of course, such a technique is quite risky, because you risk easily getting rejected. Therefore, to achieve the desired result, try to pronounce a prepared phrase that will set the client up for the desired response.

Initiative transaction method

After discussing with the buyer all the advantages of the proposed goods (services) and processing the objections voiced by him, tell the interlocutor that the selected product suits him 100%, and begin closing the deal. In this case, you need to use the word “let’s”, since practice shows that it is this expression that provides an effective incentive when other methods have not worked and the client remains unprepared.

Test trade method

To convince the buyer of his real desire to purchase your product, use this method at any stage of the sale. For example, ask him when it is more convenient to make delivery. And if he indicates an exact date, then feel free to close the deal.

Method of removing objections (three “yes” technique)

When your client is in doubt and is about to think things through, try this technique. Its essence consists of closed questions composed of arguments that imply only an affirmative answer. Your task is to get the maximum number of positive responses in a row from a potential buyer. The human psyche is designed in such a way that after a series of affirmative decisions, it becomes difficult to deny anything. And even if the client disagrees, he will have to justify this answer.

Method of filling out the form

If, as you think, you have done the job correctly, but the buyer still has not decided to make a deal, start filling out the paperwork for the purchase. As you receive information from the client to fill out each item on the form, the likelihood of closing the deal gradually increases. If we are talking about strict reporting forms, this method, of course, is not suitable for you, since if it fails you will ruin the documents.

Of course, there are many techniques for closing sales, with each salesperson using his own personal approach. However, they all pursue the same goal - customer retention. To achieve this, you need to adhere to several principles:

1. Do not wait until the buyer is “ripe” for a deal, as doubts may come into his head. Immediately take the “bull by the horns” in the form of leading questions.
2. If a potential buyer has asked for time to think about it, be sure to ask him about the reasons for this decision.
3. Your task is to manage the transaction process yourself, and the client becomes the object of your influence.

How to close all deals: algorithm of actions and catchphrases

The editors of "General Director" have collected the original methods of extreme sales expert Dan Kennedy. He believes that there are only 6 steps separating the seller from greeting to closing the deal.

Ways to close a deal

Techniques for completing a deal in sales are proven techniques and phrases that help you quickly get the desired result. The result of completing a transaction may be an agreement and payment, or it may be a refusal of the transaction. It is important to have a good sense of the client’s mood and make several attempts to close the deal. Observe the client's behavior and listen carefully to what he is saying.

Clarification

A common and effective technique for both retail and wholesale sales is the “clarification” technique. You can clarify with the client the method by which he is ready to make the payment, the volume of purchase, the product range (ask for old applications, new needs), and the counterparty card. If we are talking about b2b sales, then it makes sense to clarify who should be contacted regarding the contract, payment, certificates of work performed, and documents. There are a lot of options. You can come up with clarifying questions for each type of product or service.

Goal: to track the interlocutor’s reaction and set the vector for completing the transaction.

Clarification refers to direct types of transaction completion.

Shortage

In almost any sales, it makes sense to use the “scarcity” technique when pushing the client. The deficiency may be:

• validity period of the commercial offer (with subsequent increase in cost);
• validity period of discounts, promotions;
• limited quantity of goods;
• time for the manager to sign the contract.

Proper use of technology will help speed up the decision-making process by creating an additional source of urgency. This is a manipulative technique. It is worth using it appropriately and not contradicting your own terms and conditions: this is quickly detected by clients, and the seller risks finding himself in an uncomfortable position.

Unlucky Professor

Using some closing techniques in sales requires skill and a certain degree of artistry. For example, the “unlucky professor” technique - otherwise in the sources it is called the “Columbo effect”, in honor of the klutz detective who won the hearts of millions of viewers. How can you use this image to achieve sales success? Easily. First of all, people like to be in order. You shouldn't be afraid of being imperfect, you should be afraid of being insincere. Secondly, a question asked out of logical sequence will cause slight confusion in the client and will most likely provoke him to say what he really thinks. How does this work with examples? After the meeting, the seller can return to the office of the decision maker for a forgotten pass, phone, scarf, pen and, as if by chance, ask: “Please tell me, what is stopping you from signing the contract?”

The famous business coach Radmilo Lukic liked to ask clients at the stage of completing a transaction: “What stands between you, me and happiness?” This is also an example of using this technique.

By experimenting with different options, each seller will find his own tool that will help open the hearts of customers. Practice and only practice will turn an ordinary salesman into an effective master of closing sales deals. To improve your skills for successfully closing deals, sign up for.

Deal closing techniques that no client can resist

Closing the sale by agreement

This method is perfect for selling consumer goods. The main difficulties with clients may arise during the product presentation process.

To avoid problems in the initial phase of sales, a simple but very effective method is used. Tell the client that your goal is not to force him to make a purchase, but only to show the benefits of your products that make consumers purchase them repeatedly for many years. And all you want from the buyer is to evaluate the merits of the product and determine its necessity for themselves.

Consumers generally agree with such arguments. You just need to agree with the potential buyer that you will not put pressure on him, and he will listen to you without arguing.

Usually the client agrees to this proposal and silently listens to your words. Next, you present the product according to the planned plan, after which your interlocutor is deprived of the opportunity to take a pause to think.

Remind the customer of your promise to answer how the product suits him. Emphasize that based on his assessment we can conclude: the product is ideal for the buyer. Then you can begin closing the deal.

Closing a deal using the “red button” method

Most salespeople find this method the most effective for closing sales. The “red button method” is that the consumer’s choice is only 20% determined by the merits of the product itself. Of course, the ratio is approximate, since the real figure is directly proportional to the skills of the implementer.

The main highlight of this method of closing a deal is offering the client what he most needs. After finding out the buyer’s needs, constantly put pressure on his weak point so that the desire to purchase this item steadily grows. If you start talking about some less significant things, consumer interest will disappear.

To successfully sell anything requires the ability to listen to the client. Your main weapon is having information about your interlocutor. The better you know the buyer, the more accurately you can determine what he needs. Every person wants to have something important for themselves and until they hear this advantage, they are unlikely to buy from you.

Therefore, the main task is to find the so-called button of any client and press it over and over again. Many salespeople make the mistake of wasting time on a presentation instead of asking questions and simply listening to the client.

Closing a deal is an assumption

This transaction closing procedure is based on the strong dependence of many people on the opinions of others. Let's say a person is inspired by a great desire to acquire the thing he needs. And so strong that his idea influences those around him, and they begin to show interest in it. It’s not for nothing that they say that enthusiasm is contagious and quickly spreads to others.

How to apply an assumption to complete a deal? Evoke emotions in the buyer using words or pictures. Tell him a story about a friend of yours who bought this product and is delighted with how useful it was to him. The best example for this is a smartphone or a car, which perfectly fulfill their daily purpose.

In other words, you describe your product, imagining that the client already has it and gets great pleasure from using it. Talk to the future buyer with an emphasis on the fact that he is already confident in purchasing this product. Continue to paint him pictures of the benefits of the product and the enjoyment of the benefits it brings.

That is, you conduct a conversation with the buyer from the position that he is already definitely buying the product. Describe to him mental images of the benefits and convenience of perceiving the product, tell him what its use is associated with.

During a dialogue in this vein, the interlocutor no longer thinks about the need for this purchase. On the contrary, he wants to quickly get pleasure from using his acquisition. You need to speak with energy and conviction about the product as real property of the client. This will evoke in him the very emotions that lead to the closure of the deal.

Invitational closing of the deal

The purpose of the method is for the buyer to make a positive decision only on the seller’s offer. In other words, you are hinting to your interlocutor that, in essence, it is not difficult to make a choice, you just need to try this product.

For example: “You can just try this phone out!” In this way, you let the client know that if the model does not suit him, he may well choose something else. It is this offer to try that has a real impact on the interlocutor due to the fact that the final choice is still left to the buyer.

There is another phrase that is similar in effect to the previous one. “Why don’t you buy it?” According to realtors, this technique can increase sales by 50%. When an agency employee shows an apartment to possible clients, he asks if they are interested in this option. If the answer is affirmative, he asks the question: “Why don’t you become its owner?” By the way, the results are shocking - the overwhelming majority of customers agree to purchase.

But there is another option: you push your interlocutor to a final decision with the following phrases: “How much do you need? What color are you interested in? Is it perfect for you? Keep in mind that the buyer will not be offended by your offer to complete the transaction only when he has shown interest in the benefits of your products. Don't be afraid to ask someone to make a purchase!

"Sudden Death"

This method of closing a deal is based on presenting an ultimatum. When a client finds it difficult to make a decision, they will most likely want to reconsider the offer. He will not give a specific answer and will simply play for time. In this situation, this method is perfect for you, just remember that it is effective in half the cases.

You must fill out the entire contract form to leave only the buyer's signature. Then you give it to the customer and state that discussing the product took up a lot of your time, so a quick decision is necessary, regardless of whether the product suits the buyer or not.

Next, you say that after signing the document you will immediately begin cooperation, and then you shut up! The pause is very important because the secret of this method is waiting in silence. Of course, the pause may drag on for a long time, but be patient and remain silent. Your endurance will be rewarded with a high probability of closing the deal.

The fact is that silence has a powerful psychological effect on the interlocutor, so use this method immediately after the presentation, when the client is as prepared as possible for the purchase and is fully informed about the product.

Closing a deal at an acute angle

Completing the sale at an acute angle is optimal if the client shows interest in the purchase, but does not make it under various pretexts. These reasons are not important enough to prevent the acquisition. Let's say a buyer suddenly declares that he is unlikely to afford the monthly payment for the product.

The point of this closing procedure is to turn objections “upside down” in order to make them the main motivator of the purchase. Let's say you say that you can increase the installment period while simultaneously reducing the amount of your monthly payments. After you use an objection as a sales incentive, ask the client if he is now satisfied with everything. It turns out that the driver of sales is what previously hindered it.

This cunning method forces the client to agree to the purchase and that because of the reasons he mentioned, there is no need to cancel the transaction. In addition, using such a script for closing a deal, you will see exactly what the person was doubting.

Secondary closing of the deal

This technique is also quite popular in modern trading. Use it unexpectedly at any opportune moment. This approach is also called a random closing question. For example: you are selling a car and ask the client which radio is preferable. Here it doesn’t matter what he likes, since he has already decided the main thing for himself - he has purchased a car.

Imagine a situation where you are selling a home and asking your client what date is most convenient for setting the monthly payment. The person has already entered the image of a happy buyer, and with this question you practically closed the transaction. These simple techniques make it much easier to persuade the buyer to make a final decision.

You can always find a closing question for your interlocutor, the simplest of which is “Which payment method is convenient for you?”

Clean it up for me

This method is not associated with the client's decision, since it assumes that the product is out of stock or will no longer be available. Sometimes people don't realize that the thing they need is in very limited availability.

For example, you finished a presentation, but your client still hasn’t made an important decision. And you have to continue processing his objections. He cites a lack of money, complains that the price is too high and admits that he cannot afford the purchase.

Then you tell him that the model (product) he needs is very popular and may already be sold out. To do this, you need to contact the warehouse to check availability. The main thing is to make a call from the buyer’s phone. He gives you the phone, you immediately call, and in the meantime the client understands that he urgently needs to take it and tells you about it. Without waiting for the storekeeper’s answer, you answer that the interlocutor is lucky and there is one model (or several) that will be set aside specifically for him.

Most people, without realizing it, have a huge craving for things that are in limited quantities.

Closing “Adopt a Puppy”

This is one of the most effective methods, based on a legend when a child in a pet store asks his parents to buy a puppy, but they do not agree to do so. Then the family is given the animal for a week, after which they get used to the pet and make a purchase.

The technique really still works. Over and over again, by giving the customer the opportunity to touch, taste, feel, smell or use the product, you are using the “adopt a puppy” method. A certain company that sells cars for production introduced similar equipment and gave them for free use for seven days. Due to this, the company's sales quickly jumped up.

Closing of Ben Franklin

This method is effective because it works on the contrast of the advantages and disadvantages of a particular proposal. It is called the “Ben Franklin Method” because Ben used two columns of pros and cons, separated by a vertical line, to close the deal. He analyzed the list and made a conclusion about what to do with this purchase. For information: B. Franklin is one of the first millionaires who independently amassed their capital.

Regardless of the item being sold, the method works flawlessly. Let's look at this in practice. Place a piece of paper on the table and draw a vertical line down the center. Now reflect all the reasons for purchasing this product. Then list the customer's benefits from this purchase and say, “Remember, we discussed that this item is very important. In addition, we noted this and this, which means that this benefit is very important.” As a result, your interlocutor writes down all the benefits discussed with you. Then you read this list of benefits and clarify: “Is that all? Or should I add something?” The buyer replies: “No, that’s all.” You continue: “Great! Now let’s write the second column.” And give him the completed sheet of paper with a pen.

Finally, when you look at the list, you conclude, “Okay, (client’s name), it looks like you’ve made your decision.” Most often the client answers: “Yes, I think I understand.” Now you move on to closing the transaction or settlement.

Similar story

This technique targets the right hemisphere of your buyer's brain, which is better at processing stories and pictures. You create an image in the client's mind using infographics and tangible pictures, or tell relevant stories. This will allow you to motivate your interlocutor to buy. The trick is that people remember stories for a long time, but technical nuances are immediately forgotten.

You can choose a story similar to the client's option to push him to close the deal. For example, a situation where the buyer also doubted the purchase, and then very much regretted it, having found himself in an unpleasant situation. On the contrary, you can tell a happy story where a doubting person made the right decision in favor of the product and did not regret it at all in the future.

Close the door

The “close the door” technique can be used when the sale is hanging in the balance and there are no other options. So, you gave a top-notch presentation, but the client still didn’t dare. He still has his main objection, which he hides from you so that you, having learned the reason, will not persuade him to buy.

You have tried all the methods, asked a lot of the right questions: “Do you lack money? How far are we from your capabilities? What do you need to do to complete your purchase? On what terms can we agree?”

The buyer again speaks his mind: “I’m not sure yet and I want to think about it.” In the end, he just doesn't want to tell you what's holding him back. Are you sure that the purchase is feasible for him, he likes the product, he wants to have this thing, etc. Finally, you say: “Dear client, thank you for your attention. I appreciate you being so busy and taking the time to listen to me. I'm leaving now."

You grab your bag and head out. Approaching the door, grab its handle. At this time, the client begins to figure out what to do while you are still here. His opposition is decreasing.

And then you turn around and say: “Before I leave, I still want to understand something for myself. I realized that today you do not want to acquire anything. But I will appreciate your help for my presentation. Could you just say why you decided not to buy today? What was the reason for this decision? Most often the client agrees: “Okay, I’ll explain. In fact, this is the reason.”

Then you let go of the door handle, come back, sit down on the chair and again take your goods out of the bag and say: “I’m very glad that you pointed out my mistake. I myself am to blame for the failure. Perhaps I haven't explained this point enough to you. Could you spare some time for me again?” Now you have a real reason for failure. If you answer correctly, you will be able to close deals with 50% of such clients.

So your buyer has agreed. Do not forget to remain the same friendliness and leisurely manner. There is no need to pretend to be too businesslike, since an obvious change in demeanor will alert and scare away the client. Therefore, there is no need to fuss!

Be prepared to close a deal always, everywhere and under any circumstances, no matter how unusual they may be. Always keep working documents with you in perfect condition, otherwise the client may think that he is not the first person you want to sell your product to.

How to close a deal if the client is delaying payment

Closing a deal is the main phase in b2b sales. When you have finally reached an agreement with the buyer, and he does not transfer the money to your account, the manager’s main goal is to complete the purchase. We will tell you further about how to motivate the client to take the final step.

You need to push the buyer carefully. If you incorrectly determine who and when to convince, you risk losing your potential audience. Please note: the client is “put under pressure” only when there is a cooperation agreement and work is already underway, when the partner is satisfied with all the circumstances and your product, but nevertheless he does not pay the money. How to guess when to “attack” a client?

If during the negotiations the customer pauses, this means that he is hesitating or communicating with competitors. Second option: the client violates payment terms in order to receive the greatest benefit and transfer funds upon completion of work. In any case, put pressure on him to dispel doubts and speed up the closing of the deal.

To find out when you should put pressure on your partner, during negotiations, establish when he expects to receive goods or start work. Let's say you agreed that you would start work on the first of June, and your customer is late with payment. Therefore, a week before the appointed date, bother the client by using one of four dialogue scenarios .

Buyer squeeze rules

“Press up” gradually. Remind the client in advance that you are waiting for payment using telephone, email or personal visit. If you notice that your partner is hesitating, again outline to him the benefits of cooperation or ask him what does not suit him. There are often situations when the customer is ashamed to say that he doesn’t like the price or the guarantees are too low. In such a situation, a mutual compromise or short-term refusal to interact will help.

Use give-and-take. If a partner seeks to reduce the cost of goods (services), then agree. In return, ask for a reciprocal concession, for example, an extension of the contract. Explain to the client that you are ready to reduce the price, but want to cover losses by extending the period of cooperation. Our experience confirms that a partner’s honesty is captivating and clients are always ready to make concessions.

Don't hold forcibly. Many customers first want to see the result of your work and then pay for the services. They are in no hurry to transfer funds. The “you can’t force yourself to be nice” method is suitable here. Here's an example: we offered one of our partners from the b2b sales sector cold calling clients, and he thought that within a few days he would receive a lot of “warm” contacts. When it was explained to him that this would take much longer, the client stopped negotiations. Then he went to a competitor who promised instant results. Of course, we understood that the result was unattainable in such a short time, so a month later we contacted him again. As it turned out, he was very dissatisfied with the quality of work of the other company. We resumed cooperation again.

Remember that as a result of the “pressure”, 50% of hesitant partners who delayed payment come to close the deal.

7 common mistakes made when closing a deal

Be confident that your marketing materials can close the deal. Your email newsletter, flyers, and indeed your website are only useful in the beginning when you need to connect with the customer. Apart from the purchase of basic devices, which are ordered without hesitation on the Internet, people first weigh their needs and are convinced of the benefits of purchasing from you.

Trying to close a deal too early. If you push the customer to buy at the beginning of the conversation, you will seem pushy. The result will be the opposite - you will alienate your interlocutor and destroy his desire to purchase your product. Remember the simple law of physics: “action force is equal to reaction force.”

Trouble-free sales: 10 ways to conclude deals Nezhdanov Denis Viktorovich

Chapter 9 Making a deal

Closing the deal

Better once on time than seven times perfect.

In this chapter, you will learn about 10 ways to close a deal, how and when to use them, and what you need to do to complete the deal.

Creating firm agreements at the stage of closing a deal is an important seller technique that allows you to bring the sale to fruition. In some cases, however, it is not immediately possible to obtain a positive decision. This applies, for example, to strategic sales, when a decision is made by the client in several stages. In such a situation, agreeing on the next stage, namely discussing the timing and scope of services or product delivery, will be an important step indicating that your sale is going well. But with all this, it is absolutely clear that the sale took place only when all the money (100%) has been received from the client and all obligations to him have been fulfilled without presentations or fundamental disagreements. Obviously, for this it is necessary to resort to special sales technologies.

There are several reasons why a deal falls through. What are they? Let's start with one simple problem: weak seller initiative.

Personal experience

Over the past few years, I have been sincerely surprised by the situation in the automobile market. We arrive at the car dealership. They will show us the cars, advise us on the equipment, give us a booklet and a business card... and that’s it. Managers seem to assume that their work is done. But this is short-sighted! At this stage, the manager’s work is just beginning! In the best case, they will tell you about the possibility of a test drive or test drive and leave you to “mature” until another, more efficient manager takes you as a client. Remember, the transaction is completed only on the third to fifth contact with the buyer, depending on the complexity and price of the product or service. Therefore, you and I lose money with a probability of 50 to 90% when we give a client a business card and wait for his call.

I am convinced that every potential client should be included in the database. You need to get everyone's cell phone number and email address, and ideally agree on a time frame for next contact. To do this, you should never give the client completely comprehensive information about the product or service. You should always have a trump card up your sleeve, which will be a reason to call the client, invite him to get acquainted with the new conditions, to an open day, to a meeting with your expert, or, finally, to an open birthday of your company or another presentation. Don’t leave your client to their fate, become his friend and agree to keep in touch. Always mark all agreements in your diary and comply with them if you want the client to entrust you with the next ten, one hundred thousand, a million or a larger amount.

In other words, the initiative should always be on your side, no matter how difficult it may seem.

What is “sales initiative”? This means you should always be able to offer the next sales step to your client, and it is very important to do this in such a way that the client agrees. To do this, you must always offer the next step with benefit for him. And the benefits can be very different:

The opportunity to buy something that is in short supply or of which there is a limited quantity left;

Accelerated terms for receiving orders with advance payment;

Possibility to obtain special conditions for configuration or delivery;

Preferred price;

The opportunity to receive an additional gift “in the theme” of the order, for which you usually have to pay extra later;

Opportunity to participate in a drawing for a valuable prize.

You should tell the client about all these benefits associated with buying from you after you have politely and unobtrusively made an offer.

Now let's look at the five steps to closing a deal using the Fi.S.E.Q method.

The first step in closing a deal is an offer.

Learn to offer to the client. The form in which your proposal is presented may be different, but the essence is always the same - your initiative, which is associated with one or two options for the development of events in interaction with your client. Naturally, both options should lead to the occurrence of events you desire - the client making a decision to cooperate. Even if sometimes the transaction amount is less than you would like, if the client is new, you can start cooperation. Well, if the client is a regular one, you apparently incorrectly formulated the goal and intention in working with him. So what's the best way to propose?

For example, you have retail sales. You are a realtor, a loan officer, a sales consultant, and you can use the following formula: “What would you say if I offered to complete a purchase (agreement, contract) today?”

If the client is mature, you will avoid delaying the deal. If not, you will receive new objections or doubts, after which you will need to make an offer again, showing additional benefits. Sometimes it’s enough to say that the work day is ending or you need to go to another meeting. The prospect of starting a conversation over again may not be very attractive to the client.

If you have complex B2B, B2State (and B2Goverment) sales and you are about to conclude an agreement with a hierarchically complex organized structure: a retail chain, a factory, a management unit, a government agency, I recommend approaching the proposal differently: “What can we do to conclude an agreement (carry out testing, signing a letter of intent) next month (next week, next quarter)?”

Here your question-suggestion does not even imply a negative answer! The question sounds like “what can you and I do?” All proposals like “maybe we can start collaborating?” or “Are you ready to get started?” are closed questions, the answers to which will result in a 50% failure rate. Highlight trouble-free sales is that our task is to always obtain consent, a positive opinion, so that sales do not reach a dead end.

With a closed question, the answer will be “yes” 50% of the time and “no” 50% of the time.

With an open question, you will hear “yes” in 100% of cases, plus the logic of the necessary actions to start cooperation will be described. The logic expressed from the client’s lips is usually not subject to cancellation. The client usually knows exactly what you have to do to sell it to the company or to him personally. Secondly, he will bend over backwards to prove that he was right and that in order to sell his company it was necessary to do exactly that.

The second step can immediately follow the sentence.

Remember: your offer must contain the benefit for the client from making a quick decision in working with you. You can come up with these benefits on the fly or prepare them in advance, and they will help you with this 10 ways to conclude (complete, close) a deal which I recommend.

1. Natural– the buyer himself offers to close the deal. At the last stage, there is no need for special wisdom in this. If you did everything correctly at the previous stages of the sale, the chances of a natural completion of the deal increase exponentially, and on the contrary, the more competitive the market, the smaller these chances are.

2. Completion by suggestion. In this situation, the seller offers to conclude a deal. We discussed these methods above.

3. Completion based on alternative. Here you offer to choose two or more alternatives for the client, each of which leads to a sale:

? “Will you take two models or three?”

? “Is it more convenient for you to sign the contract this week or next?”

? “Do you want to conduct trial tests or order delivery immediately?”

? “Can you make a decision on your own or do you need to get management’s approval?”

4. Completion with risk. In this case, you are taking a bit of a risk. If the client is not “ripe”, he may sense your insincerity, but every salesperson should be a little adventurer inside. You need to be prepared to bluff. A conclusion with a risk is based on an indication of the shortage of goods, the validity period of promotions, etc. For example: “Let's fill out an application today, so that I can personally control the delivery to you on time before my vacation and you don’t have to ask the new manager who will deal with your order."

5. Completion due to future events (at the client). This already concerns a beautiful perspective, working with idealistic clients - purposeful and suggestible or emotional. You can draw a beautiful perspective: “I suggest you make an advance payment today so that after your vacation you can immediately move into a new apartment” (get into a new car, have plenty of working capital before the start of the season and not bite your elbows if lost profits arise due to a financial shortage).

In this case, the conclusion of the transaction is associated with some future event planned by the buyer, when the purchase decision will allow the client to take advantage of the privileges, opportunities or advantages of the transaction at a time when it is necessary, without any worries. The client is asked to make a decision now in order to avoid wasting time and effort in the future on making decisions in a situation where there may not be resources for it. For example, the corporate sales standards of one federal airline, developed using the Fi.S.E.Q. method. Denis Nezhdanova, an example is included when, in order to overcome doubts regarding the purchase of a certificate of payment for a flight on board, flight attendants, as an option to complete the transaction, can offer the client this option to stimulate his determination: “You can buy a certificate right now, so that your next flight in a week to a conference will cost you would be cheaper – from 10 to 30% thanks to participation in our program.”

The product can be anything, but the benefit must be relevant to the client. Think and talk about his interest.

6. Completion by main advantage assumes that you are focusing on a key factor for the client (it is assumed that this factor is “in your pocket”). We may be talking about the color of the car that the client likes, but he is not satisfied with other characteristics; about the absence of mandatory strict requirements to present tons of certificates to obtain a loan; about the timing of the tour, where other parameters may not satisfy the client.

Your job is to say, “This is exactly what you wanted. Imagine that everything else is perfect, but the color is not yours, the provision of certificates does not suit you, the flight dates do not bother you - will this give you pleasure? I think not." And then you can use several ways to complete the transaction at once. Fortunately there is a whole arsenal of them.

7. Completion of a set of minor points. In this case, you weigh the facts and preferences of the clients and say: “Okay, the color is not yours (the deadline is not at all satisfactory, more documents are needed), but nevertheless, I think this is the best option for you, because it has a rich set of equipment, a special price , economical interest rate, etc. This all significantly outweighs other nuances.”

If you carry yourself with confidence and are guided by the client's benefits, you will close any deal.

Personal experience

One day, my mother, a talented psychologist, the daughter of a counterintelligence officer, helped her husband sell a white Grand Cherokee while on vacation with friends in Spain. She and her husband arrived to visit friends in a white jeep. The task was to sell it and have a good rest. In general, the trip will be useful and enjoyable. Nobody really figured out the need, so the key objection of potential clients was white - like the color of an ambulance. Mom objected that ambulances, for example, in Germany are yellow, and white cars heat up less in the sun and are not so hot in them under the scorching rays of Spain. The deal went through, although initially the clients were irreconcilable. This example shows how you can neutralize a customer's objection before closing a deal with him.

8. Completion by assumption that the deal is already a done deal. The conversation with the client is conducted as if the decision has already been made and no additional discussion is required: “So, this week you fill out the specialization, we approve it, make the payment, and you just have to wait for the order, which will be delivered according to your needs.” address, where you will sign the documents.”

In this case, we don’t even ask the client whether he agrees or not. After a long tirade about how everything will happen, you can clarify how satisfied the client is with everything in this logic of actions, and you can move on to the next step of concluding a deal.

9. Summative completion occurs when the seller lists all the basic needs of the client and the corresponding qualities of the product or service: “So, you said that you need an economical red car, with an automatic transmission. The RIO car is what you need: it consumes less than 10 liters per hundred, it is available in red and its price will pleasantly surprise you.”

10. With concessions– the seller offers to conclude a deal on the condition that a concession will be made on his part in exchange, for example, for signing an agreement and making an advance payment by the end of the week: “If you make an advance payment for an apartment today, we will take care of the paperwork at the Federal Reserve myself!"

Ways to create agreements and complete a deal

1. Natural– the buyer himself offers to conclude the deal at the end of the conversation.

2. By offer– the seller directly offers to conclude a deal.

____________________________________________________

3. Based on alternative– the seller offers completion, listing two or more possible options.

____________________________________________________

4. Completion with risk– the seller offers to conclude a deal, indicating a shortage (of goods, duration of discounts, etc.).

____________________________________________________

5. Conclusion on the most important point(main advantage).

____________________________________________________

6. Completion of a set of minor points - the seller, offering to conclude a deal, emphasizes the advantages of his offer compared to competitors.

____________________________________________________

7. Summative– the seller lists all the basic needs of the client and the corresponding qualities of the product or service.

____________________________________________________

8. With concessions– the seller offers to conclude a deal on the condition that a concession will be made on his part.

____________________________________________________

9. Completion by assumption– the dialogue is conducted as if concluding a deal is already a done deal.

____________________________________________________

10. Due to future events– the conclusion of a transaction is associated with some future event planned by the buyer.

The third step in closing a deal is an alternative question.

At this stage, we ask the client to make a decision on how we will formalize the transaction: “Would it be more convenient for you to make an advance today or tomorrow?”, “Do you want to receive a draft protocol of cooperation for signing by fax or e-mail?”, “Do you want to pack just the printer or the cartridge too?”

This is where your deal trap slams shut, the client has to make a decision, and that's okay. And you did everything necessary to make the transaction successful.

Thought is material, so in order for what you need to happen, it is very important to draw and consolidate it in the client’s mind. And such a sketch is the fourth step in completing the transaction.

The fourth step in closing a deal is summary.

You can repeat your agreements with the client. The more detailed and firm they are, the more reliable and confident the client’s desire to purchase a product or service and to comply with your agreements with him.

What does a summary consist of? Essentially this is a summary of the meeting or call. The decision has been received, all that remains is to consolidate it in a specific chain of actions on both sides: “So, you said that it is more convenient for you to make an advance payment tomorrow (it is better to sign the agreement on Thursday). Okay, let's schedule it for four hours tomorrow. Is this convenient? Fine. Tomorrow, come to our office and make an advance payment of 150 thousand rubles. We will issue you a receipt order and place your application. Take your passport with you!” Or in other words: “Okay, tomorrow I will send you a letter of intent and the day after tomorrow I will call you back to make sure that you received everything. How do you look at this? Great!"

And from here it logically follows The fifth step in concluding a deal is to wish well.

At the end of the meeting, wish you a good day, week, weekend, vacation, interview (if your client is getting a job or hiring someone for a position in his company). Remember that any client is, first of all, a person. And any person always appreciates personal, individual care, which cannot be related to the outcome of the transaction. Wish well if the client left to think. This doesn't mean you did anything wrong. It just happens that the client needs time, his need has not fully matured, and we need to clarify what could influence his decision and what we can do to be a priority in his choice. The sale continues even when a timeout is taken. But at the same time, be sure to agree with the client how much time he needs and when it would be best to contact him. Here you can also agree that you will inform him about your company's new products and special offers. And again wish you a good day, evening, week, month, etc. Remember, as Stirlitz said: the first and last phrases are remembered. Everything that was “not so good” in the center will disappear without a trace, and you will be remembered as a pleasant person who cares about the client’s benefit. And then the client will look for you himself. Works flawlessly!

What is closing a deal? Before you receive your commissions, the deal must be done... for real. This means that you must receive the purchase order, process it properly, and your product must be delivered to the potential buyer

Skill #24 Closing the Deal “I think I'm close to closing the deal—but I'm not comfortable using the deal-closing techniques I've read about in sales books. What would you recommend? It's no wonder you feel awkward using these techniques. They

Chapter 7 CONCLUSION: IF NOT NOW, THEN WHEN? OUR HOPE. YOUR LIFE. OUR LATEST SUMMARY You have enormous potential. You can become a strong, purposeful person. How? Just help yourself believe in your own strength. If you are developing as a person,