by Alex Kee

Created on: September 30, 2008   Last Updated: June 13, 2009

The object of any sales presentation is in its successful closing.

Therefore, present the best presentation you want and yet unable to close the sales and you, the saleperson will end up with nothing but a waste of precious resources: time, effort, money and even capital.

Many a salesperson makes the mistake of talking too much and listening too little and therefore failing to address the needs and wants of the customer in order for him or her to be aided into making a decision that will cost him or her money that is perceived as well spent.

Not wanting to make any decisions is a common human behavior and weakness all over the world and part of the salesperson's job besides explaining the purpose and function of the products or services he or she is selling or promoting is to help the potential customer towards commiting and paying for the goods and services he or she needs.

Many a times, customers, having listened and accepted the benefits the particular goods and services will bring, often failed to make the buying decision for fear of making a hidden mistake or not nudged enough to take the opportunity of the offer at hand.

The acid test of an effective salesperson therefore is not in how efficient he or she presents the sales presentation but in the number of sales he or she closes irrespective of the presentation.

I have seen with my own eyes how effective certain salespersons are in closing sales even without even making any impressive or comprehensive sales presentations.

The sale was closed because the salesperson could communicate effectively with the customer in their own terms of reference and sphere of context, convince them that they have made the right decision and assure them that they won't regret it and most of all, dare to close the sales by asking for it.

Many a times a sales is lost, not because of poor presentation, but because the salesperson is either too timid or too shy to close the sales by simply asking leading questions.

Examples of such subtle but effective sales closing leading questions are, instead of asking, "So, do you want to buy or not", can simply be leaded by asking, "So, what would it be, the white, black or blue colored one" or "How would you like it, by cash or credit card?"

Intuitively, humans do not want to commit and when faced with a decision making question, the defense mechanism will invariably get the better of us and we are more likely to reply, "No", "Not now", "Let me think about it" but seldom a "Yes, I do", unless in a marriage vow.

However, if we ask anyway that serves the same purpose of closing a deal through lead questioning where the prospect need not make a "Yes" or "No" decision but a choice between two accepted alternatives like choosing between paying by cash or credit card, the whole episode becomes less intimidating and more relaxed.

Closing a sale the end game of any sales presentation and you will not get what you want if you fail to ask for it and asking for it in the most congenial way where the buyer is happy to part with his or her money to a seller who is perceived not as someone out there to cheat them of their money, but to solve their problems, enhance their standard of living or fulfill a need, makes the whole game of selling not only fun but very rewarding!

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