Ripe or rotten: knowing when to close your sales pitch

When making a sales pitch over the phone, you need to sense the signals, play your cards right and close the sale at the opportune moment. This seems like a minefield but we'll have them eating out of the palm of your hand.

1. Prepare to sew before you expect to reap.
Don’t forget that 80% of sales are made on the 5th – 12th contact. Be prepared to put in the leg work with your prospect before they will feel ready to buy. Don’t be impatient or disheartened: if you come across as pushy and desperate on the first or second contact the client will be dissuaded from further dealings.

2. Get in position.
Never consider closing the sale until you have your ducks in a row. A truly successful interaction can be measured not by how much information you have managed to pitch to your prospect, but how much you have subtly gleaned from them about their needs. Ask them gently probing, open ended questions that will reveal what it is they are truly looking for and keep them engaged in conversation with you:

“Why is it that you’re now looking for this new product or service?”
“How do you want this product/ service to serve you and your company?”
“What are your goals relating to *insert topic here*”

3. The signals
There will be no guidance from physical cues but fear not: both implicit and explicit verbal cues can tell you more than you need to know. Things to actively listen for include:

- Questions that indicate interest
If they want to hear more about the specificities of the product, the chances are that they are imagining making the purchase. Use this to your advantage.
- Tone
Look for changes in tone and intonation in your prospect’s voice. Whether positive or negative this will help you to turn up the heat or take your foot off the gas, to facilitate their feelings.
- Objections
Often seen as a point blank refusal, an objection can actually be your chance to answer the prospect’s questions and address their fears, bringing them around to understand the benefits. Compliment the objection and then help the prospect to move past it.

4. Gaining closure
Before you move in to close your sale, testing the water is a good idea. Asking questions such as, 'Can you imagine yourself using this product?', when you feel the time is right, is a sure-fire way to know that it's ripe for the picking. Once you are certaint, move in and offer to draw up the contract or issue the invoice.

5. Now be quiet
Once the client has given their verbal agreement, stop talking! You don’t need to persuade or reassure them any further and doing so may make them feel uneasy, bring up unnecessary questions or raise doubts about the authenticityof your service. Don’t lose a sale that’s already in the bag by not knowing when to keep quiet!