Here it is. The Big Moment. You're about to close a Big Sale. And you're sweating Big Bullets. Why? Because you've probably worked for months to get to this point. If you blow it now, you'll end up with a Big Goose Egg.
WHAT'S THE problem? Is there really a huge difference between closing a big sale and closing a small one? Experts say, "yes - and no."
While the basic process of closing is similar in all sales, one contrast in closing a big sale is the number of people involved in the process. Closing a large sale usually means that you are dealing with more than one person. There are probably going to be multiple decision makers, either up front or behind the scenes.
When closing this type of sale, the salesperson will not only have to deal with many different personalities, he or she will also have to do extra homework to find out what motivates each decision maker.
"In a larger transaction, you may be dealing with one person, but that person could be reporting to multiple chains of command," says Tom Miller, president of Weyerhaeuser Real Estate Company (WRECO), an organization that sells land, lots and facilities varying in value
from $5o,ooo to $20 million. "You need to listen very carefully to the concerns of every person in that chain of command. Poke and probe to make sure that underneath a particular request there isn't some concern behind it. You don't want to be surprised when it's time to dose."
"On a major sale, you also have to be patient," says Jeff Quick, a national account manager for SAS, the world's largest privately held business-intelligence software and services company. "You can't rush through the sales process even if you know you have a great solution. Remember, it's a practice of understanding the needs and personalities of both the organization and the individuals involved. You are becoming their partner. When you can build confidence and respect, you will have little trouble dosing."
Miller agrees, "You have to spend a lot of time with the customer, almost on a daily basis, and question how it's going along the way. Ask about issues and concerns, anticipate any final problems and WHAT'S THE problem? Is there really a huge difference between closing a big sale and closing a small one? Experts say, "yes - and no."
have solutions in mind." One other difference in closing a major sale is the emotional factor, says Miller. "A small transaction could be more emotional for the buyers. Whereas, in a larger sale most buyers are looking at it from an investment point of view; it's usually very unemotional."
"There is a process to closing a major sale," summarizes Quick. "Start by listening and trying to understand what your customer's needs are, expand it to other areas of the organization by conducting sales assessment sessions. Ask yourself, `Why do they need this solution?' Finally, present the information, provide the solutions, and don't be afraid to ask for the business."
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