How I close a B2B sale may sound like an odd subject for my blog but it’s something I do on a regular basis and I’ve gotten very good at it. So I thought I might share with you how I do it so you can compare it to your process and see if you can pick up a pointer or two.

I’m actually going at this backwards. I should be telling you how I get the appointment in the first place. But I do things a little different from most people anyways so perhaps this is fitting. Besides, I have a number of different ways I get B2B appointments and I’ll cover them in another post.

So let’s say your sitting at a table or desk with your potential client or customer.

What’s the first thing you need to keep in mind?

This person is here because they think you might have something that will benefit them. They’ve read about it or heard something about it or your initial pitch intrigued them.

In fact, odds are, they already know this is something they want or they wouldn’t be sitting across from you. What they aren’t sure about is you.

What’s the second thing you need to keep front of mind?

This is a human being. Whether they are a business owner, an executive, or a middle manager, you’re asking them to put their butt on the line for you. Whether it’s a lot of money, their business, or their job, these people could suffer some real consequences if you screw up. You’re asking a lot of them.

What’s the third thing to consider?

First, they are probably going to ask you some questions about your product or service, not because they want to know all about it, but because they want to be sure you do. If you keep answering. “I’ll have to get back to you on that,” rest assured, you’ll never get the chance.

The most important thing to consider…

As I said, this is a human being. And above all, human beings prefer to do business with people they know and like. You have to find a way to make a connection with this person.

First, find something about them YOU like. Think about how you make friends. We make friends with people we feel an affinity with. Whether it’s the way they talk, the subjects they find interesting, or the clothes they wear, find something you like about this person or find interesting about this person.

Do not compliment them on whatever it is you think you like about them. That comes across as flattery and their guard will go up. Instead, ask them about it. Get them talking about the subject and their comfort level will go way up.

Suddenly, they relax because they are on familiar ground. If this was something you found interesting, you probably have a short tale to tell them about the subject. Do so after they stop talking. Keep it short and don’t make it a brag session. And let them decide if they want to talk more about it.

Now you have a human connection. It’s not just all business. Your “prospect” just became someone you find interesting and connected with and you just became someone they feel comfortable with and the trust factor has gone way up.

What’s more, when you connect with someone on a human level, you start to care about them and their business. You start wanting to help them, to see them succeed. And this comes across to your “prospect.”

And that’s when your B2B sale closes itself.

Originally posted 2009-01-21 21:18:56. Republished by Blog Post Promoter

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