They don’t teach sales in accounting school.
But every practicing accountant should know the four basic closing techniques.
You’re probably doing some or all of them already. But it’s handy to keep them in mind, nevertheless. They are the basic approaches that make up the four corners of the close.
1. Straightforward Close — The most direct closing method is to simply ask if the prospect is ready to make a decision and, if they are, how they feel about awarding the business to your firm. This method can make some people, especially those new to selling, uncomfortable. But the prospect may be expecting it.
2. Reverse Close — With the reverse close method, you ask a question that you hope elicits a “no.” For instance, you may ask, “Can you think of any reason why you wouldn’t want to go ahead?” If the answer to this question is “no,” you can move on to the straightforward close.
3. Trial Close — Ask something like, “Can you tell me the likelihood of your firm moving forward on this engagement with us?” Based upon their reply (and potentially some verbal and non-verbal cues), you may need to go back into handling objections or perhaps make a straightforward (or even assumptive) closing statement.
4. Assumptive Close — Presume that the business is already sold. First, ask an open-ended question to uncover any further issues and the prospect’s thoughts about moving forward, as in the trial close. If no issues are raised, then try something like, “We can begin Monday or the first of the month. Which would you prefer?”
h/t Convergence Consulting
7 Responses to “How to Close a Sale: The Four Corners”
Jeri Quinn
I, too, am glad that CPA’s are starting to get more comfortable with the word ‘sales’. Let’s call it what it is. Being stuck on ‘business development’ or ‘rainmaking’ just isolates CPA’s from 100 years of sales literature, relevant experience from other industries, and from other kinds of business management theory and application because they feel that they are so ‘unique.’
That being said CPA’s need to realize that the closing is near the end of the sales process. If the sales conversation has progressed well through all the other stages of the sales process, then the close is the easiest part because the client often closes himself. Being a master at the whole sequence and getting mini-closes along the way makes the process flow naturally toward a win-win solution.
CPA Review
I think every business professional should take psychology courses or at least read about it. There’s so much you can tell from a persons mannerisms, the way they sit, move, talk, etc. Having this little bit of extra insight may give you an edge during a sale.
Tom Scanlon, CPA, CFP®
Good Post Rick.
The Reverse Close however, is definitely not for me. I don’t want to get prospect accustomed to saying “no”.
I only want them to get used to saying “yes”.
Regards,
Thomas F. Scanlon, CPA, CFP®
Stuart Baum
@Nancy and Chris. Agreed that this is good sign.
Now that getting business is tougher, ‘Marketing’ is becoming the dirty word. “We don’t want marketing. We want sales!”
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Nice post, Rick.
I am unsure that you are correct that they are “likely doing some or all of them already.” Many aren’t using any of these techniques and will leave proposal meetings (assuming they don’t simply e-mail the proposal … groan!) without ever asking for ink, often using the excuse that “Well… they couldn’t have signed it then, anyway.” Maybe not, but you would have learned why they might not sign it, before it’s too late.
It’s a pretty simple equation of: “Don’t ask. Don’t get.”
Richard Conboy
Having been in sales I have sat through how many hours of “how to close a sale” training. Your four summaries are as good as any advice or training I’ve been given. And it won’t take anybody “hours” to absorb it. Good job, good writing.
Chris Zdunich
Yes, Nancy, it’s funny how things come full circle. The term sales is making a comeback, without the negative baggage it recently carried.
At Porte Brown, we teach a sales and marketing process. This is professional level marketing, combined with the sales process necessary to complement your marketing successes.
nancy fox
It’s interesting to see that the very direct term “sales” is now being used (often the term “business development” was much more palatable for accountants and other professionals).
One of the barriers for accountants in “closing” is the discomfort of asking the difficult questions and having difficult conversations. Being willing and practiced at asking these difficult questions, withstanding the discomfort until that no longer stands in one’s way, is the absolute key to more and better engagements. Why? Asked the right way, difficult questions deepen the relationship. As professionals, we are all in the relationship-building game.