The selling process involves a number of planned steps that help prospects become buyers. The prospect has a problem that you can help solve. If you present the facts as you develop trust, you may persuade the prospect to make the purchase. You won't coerce. You won't misrepresent. You will help the prospect buy.

The close is considered by some to be the most important step in the selling process. However, it really isn't more or less important than any other. Each step — from the opening to identifying the problem, offering a solution, and answering questions — is just as critical. In fact, in the ideal sales presentation, the prospect may ask to buy without any coaxing. However, in most situations, the professional salesperson will need to continue guiding the prospect toward a decision.

Recognize the Close

A sales close is the consummation or agreement to exchange. You offer the Acme Cold Weld Deluxe for a specified price. Your job as a salesperson is to show the prospect how the Deluxe will solve the stated problem and give the prospect a value that is greater than the price. Toward that end, you have mutually identified the problem and the solution and then answered questions so the prospect recognizes the value of your product. It's time for the close.

When to Start the Close

New salespeople often ask when they should begin closing the sale. Professionals answer: at the beginning of the sale. In fact, every step of the sales process is an effort toward reaching the close or transaction. The greeting, stating the goal, agreeing on the problem — these all require that you first have planned where you want the prospect to be when you're done. What do you want the prospect to know and believe? Your opening will begin the prospect on the path toward your close.

Ask for the Order

Now what? Most buyers still require a final step to help them in accepting the offered solution. They need to be asked for the order. Working with experienced buyers, you may find that they will make the order without additional prompting. However, many others will wait until you actually ask them to complete the transaction. Following are some suggested ways of doing so.

• Can I write your order for the Acme Cold Weld Deluxe?

• Would you like them in your factory by the end of next week?

• Would you like one or two of the Deluxe models?

• I can place the order today and have them on our next delivery truck, okay?

• Are you ready to reduce widget returns and buy the Acme Deluxe?

There are many other ways of asking a prospect for the order. Some are direct questions and some are assumptive, presuming that the decision has been made and that only the details are required. Depending on what you are selling, to whom, and your employer's requirements, you may use other types of closes. All have the same function: to elicit a decision and action from the prospect.

Handling the Paperwork

Some sales require only a handshake to complete, especially with known customers. However, the majority of sales transactions require that specifics be written down or entered into a computer and a confirmation copy be given to the buyer. The paperwork will include who is buying, who is authorizing the purchase, where and when delivery will be made, the specifics of the purchase, and how it will be paid for. Whether you are selling machinery, widgets, advertising, or janitorial services, the transaction probably won't be approved by your employer until the paperwork is completed.

Make sure that you know exactly how to complete the transaction papers before you visit your prospects. Not only can uncertainty challenge a prospect's trust in your skills, it also can mean you don't gather sufficient information to complete the sale. You should know by heart every element of the order forms you use and understand what your employer requires. It can be embarrassing for you to return to a buyer with a new order and have to resell the purchase because of inadequate paperwork.