The Art of Closing Deals: 8 Steps to Build a Successful Sales Team

The world of sales is a dynamic landscape that has witnessed numerous booms and busts over the last two decades. While sales techniques have evolved significantly during this time, there remains a consistent challenge among salespeople—asking for the business. Many deals have been lost due to a fear of rejection and an aversion to hearing a "no." Here, we will dive deep into the fourth step of the sales process—the home run, or the close—and explore eight practical steps to build a successful sales team that excels at closing deals.

1. Establish a Clear Process:

The foundation of any successful sales team lies in having a well-defined process. Team members must understand the business's closing levers, including automated funnels, CRM systems, and campaign management software. A clear structure and rules of engagement for closing deals empower salespeople to approach each opportunity confidently. This process should encompass the entire sales journey, from lead generation to the final close, ensuring a smooth and consistent experience for both the sales team and the customers.

2. Utilize Multiple Closing Techniques:

Great sales teams do not rely on a one-size-fits-all closing technique. Instead, they deploy multiple closing tools tailored to different situations. These tools include:

• Question Closing: Regularly asking questions to draw out objections early in the sales process. By asking probing questions like, "Is there anything in the way of us working together?" or "What else do we need to tick off to move forward?", salespeople can identify potential roadblocks and address them proactively.
• Summary Close: Summarizing the offer and asking for the customer's preferred invoicing and delivery dates. This approach assumes the deal is going forward and seeks confirmation by presenting the key details of the offer in a concise manner.
• Soft Close: Offering value in exchange for commitments, creating verbal agreements. Salespeople can use this technique to secure a commitment by asking, "If I can secure the additional one-year warranty, will you move forward today?" By giving something to get something, the salesperson can build trust and strengthen the relationship with the customer.
• Limited Time Offer: Setting a specific deadline for the deal's validity to prompt a quick decision. This technique is particularly useful in situations where customers are looking for a deal or when end-of-month or end-of-year deadlines apply.

3. Leverage Skills Across the Business:

Encourage collaboration within your sales team, allowing members to share their expertise and closing techniques with one another. By leveraging different skills and approaches, salespeople can become more effective in handling various situations. A team-oriented approach fosters a sense of camaraderie and helps build a supportive work environment, where everyone benefits from each other's experience and expertise.

4. Emphasize the Role of Negotiation:

Negotiation is a crucial stage in the sales process, even if the deal doesn't materialize immediately. Preparing sales teams for negotiations helps customers feel heard and involved in the buying process, leading to a more positive experience overall. Salespeople should be well-versed in their flexibilities and limits, ensuring they can navigate through negotiations effectively.

5. Regularly Workshop Deals:

Workshopping deals as a team brings members together, fosters a sense of unity, and provides opportunities for brainstorming ideas. It also allows for accountability and helps ensure that deals progress smoothly. Sales teams should meet regularly to review ongoing deals, discuss challenges, and strategize on how to move deals forward.

6. Identify Decision Makers:

Knowing who the decision makers are or finding someone who can access them is vital for closing deals. Sometimes, engaging a well-connected individual can lead to faster decision-making and successful closures. Sales teams should develop relationships with key stakeholders and influencers within the customer's organization to gain insights and secure buy-in.

7. Make Moving Forward Easy for Customers:

Simplify the process for customers to sign contracts and make decisions. Embrace digital tools like DocuSign to streamline signing procedures and reduce time-consuming administrative tasks. Salespeople should ensure that customers have all the necessary information to make informed decisions promptly.

8. Ask for the Business:

Salespeople must be unafraid to ask for the business directly. This approach can yield quick yes or no responses, preventing deals from getting stuck in a perpetual state of limbo. A confident and respectful request for the customer's commitment can make a significant difference in closing deals successfully.

Listen to the podcast: The Sales Process: The Close

Conclusion:

Closing deals is a critical aspect of the sales process, and effective sales teams must master this skill. By establishing a clear process, utilizing multiple closing techniques, leveraging skills across the business, and emphasizing the role of negotiation, your sales team can significantly improve its closing success rate. Regularly workshopping deals, identifying decision-makers, making the process easy for customers, and confidently asking for the business will further enhance your team's ability to close deals successfully.

Remember, practice and confidence are powerful allies for any salesperson, and building a team that excels at closing deals requires dedication, teamwork, and ongoing improvement. With these eight steps, your sales team will be better equipped to navigate the closing stage with finesse and drive impressive results.

About the Author

Hi, I’m Ben

I’m a builder of incredible sales teams, trainer, coach and an avid believer that the best sales leaders are constantly sharpening their tools to achieve an ‘edge’.

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