HOW TO SELL: Closing the Sale

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Yext Partner

Selling is an art, but closing the sale is mastery.

At BC360Ads, we know what it takes to sell a

location data management solution. Here are

tried and true tactics straight from our sales foor

to help guide you closer to closing every deal, no

matter how you group your ofering.

Approaches will vary depending how you bundle

BC360Ads. These topics and methodologies

are meant to be integrated into your larger sales

pitch at your discretion.

2 Types of Closes

5 Trap Setting Questions

7 Best Practices

What’s inside

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Types of Closes: BeginnerChoose from this library of close strategies, because every customer and circumstance is different.

ASSUMPTIVEYou’ve concluded the customer is invested and lead them right into the close.

Listings“So, how would you like your business name to be listed on these sites?”

“I’ve got your address details set up in our system already. How exactly did you want your business name to appear?”

“I’m so glad you want to fix your listings. What’s the correct address for your business, so we can get started fixing them right away?”

Reviews“I’m so glad you want to use reviews to stand out more in search! Which email template can I get you started with?”

Healthcare Location Cloud“Let’s go ahead and get your doctors and facilities listed on these healthcare sites so patients can start finding them.”

EMPOWERMENTGive the customer the choice between two options, while nudging them towards the package in your offering you want.

“Here are your options: you can get our basic package for $X or get our premium package for $X, which includes all of this great stuff. Either package works — which one do you want to go with?”

TIME IS OF THE ESSENCEBuild urgency around the customer’s incorrect listings so they have no other logical solution than to buy into the service — out of pure necessity.

Listings“The longer you wait to fix your listings, the more customers are calling the wrong phone number. They could be trying to reach you right now. Why wait another day?”

“In looking at your scan results, I see that your address is incorrect on most leading sites, maps, and directories. Your customers could be trying to get to your business right now, but can’t find you. Don’t you want to get this fixed so you stop losing business?”

Reviews“You’ve got all these reviews out there, so you need to take an active role in monitoring your online reputation. The sooner you start, the more great reviews you can begin generating, and the less customers you could be losing to negative reviews or worse — competitors. Don’t you want to prevent this?”

Healthcare Location Cloud“The longer you wait to get your doctors and facilities properly listed, the more prospective patients you risk losing. Patients could be trying to find you right now. Why wait?”

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LIMITED TIME ONLYPitch the service as a special promotion, so the customer feels like missing out on such a deal isn’t an option.

“I certainly understand how you want more time to think about this, but this is a one-time offer. How would you like to proceed?”

Listings“You can fix your listings for this price today only— the promotion ends today at midnight. Don’t you want to take advantage?”

Reviews“I certainly understand how you want more time to think about this, but remember every second you wait is another second your competitor’s positive reviews have to outshine you in search. How would you like to proceed?”

Healthcare Location Cloud“You can get your doctors and facilities properly listed for this price today only — the promotion ends today at midnight. Don’t you want to take advantage?”

NEGOTIATIONMake a pact with the customer at the beginning of the sale to minimize pressure. Give them the authority to say yes or no — no questions asked— as long as they keep an open mind and wait until you’re done. After you’ve explained exactly how the service will benefit them, they’ll have no choice but to opt in.

“My goal isn’t to sell you anything, but to show you exactly what this service can do for you and how it’s helped our clients improve their businesses. When I’m done, you can let me know your decision, no question asked.”

“I only want to explain what this service can do for you. Once I’m done, you can let me know if you think it’s a good fit. Sound fair?”

SCAPEGOATNearing the end of the pitch, if you feel like the customer isn’t heeding your attempts, have them help you uncover their hidden objections.

“Apologies, but I feel I haven’t done a good job explaining the value of our service today. I sincerely believe it could improve your business. I’d love your feedback — can you tell me what issues I failed to address so that I don’t make the same mistake twice?”

“Is there any reason or anything holding you back from taking advantage of this service?”

“Let’s level. Have I failed to demonstrate the true value our service can bring to your business?”

“In your opinion, what would help ease your concern?”

Types of Closes: Intermediate

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EXTRA, EXTRAIf you know your customer is at the cusp of signing up, hand them something to get them over the finish line.

“In all honesty, I’m heading out early today. If you sign up now, I’ll give you an extra X discount. How do you want to pay for this?”

Listings“If you sign up today, I’ll throw in an extra X% off. How do you want your business listed?”

Reviews“If you sign up right now, I’ll throw in an extra X% off. Can I help you set up an alert flow now so you can start getting notified when reviews come in and proactively respond to customers?”

Healthcare Location Cloud“If you sign up now, I’ll throw in an extra X% off. Let’s go ahead and get your practice listed.”

PRO/CONIf the customer is truly unconvinced, offer to list out the pros and cons of the service for their business. After the pros undeniably outweigh the cons, they won’t be able to refuse.

“Let’s take a step back — look at the pros and cons of this for your business. You have X pros, including... and only X cons, like... (make sure there are more pros than cons). Now that you see there are way more upsides to this service, why wouldn’t you want to take advantage?”

GENIEIf your customer is on the edge of agreement, use their curiosities to your advantage — only if you’re able to grant them.

“Would you sign up today if it does?”

“Will you sign up today if I can do this for you?”

MISCALCULATIONRequires perfect delivery. If your efforts have proven ineffective, admit your misjudgement. By telling the customer that they may not be a good fit, you may get them to reconsider, because human nature dictates that people like to believe they’re acting of their own free will.

“I sincerely apologize because I feel as though I’ve made a mistake and have wasted your time. Contrary to what I originally thought, I don’t believe this product is right for you after all.”

Types of Closes: Advanced

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Trap Setting QuestionsUse these questions to get your foot in the door and set yourself up for the close. Make sure to leverage the listings diagnostics scan results when appropriate to pack a punch.

GENERAL“Do you know how your business appears online when customers search for you?”

Listings“How do you know that your customers can find your business online?”

“Do you know how your business is listed online? Do you know what it looks like?”

“Describe to me what your current situation looks like. How are you currently managing your online business listings?”

Reviews“How do you know if you have a consistent ratings across the web?”

“Do you have a good grasp of your customer experience and how you could improve?”

“Describe your current review management strategy. Do you currently collect reviews from your customers? Do you ever respond to any of your online reviews?”

Healthcare Location Cloud“Do you know if or how your doctors are listed online? Do you know what your listings look like?”

“Do your doctors work out of more than one facility? How do you manage their listings so patients know when and where to find them?”

“Describe to me what your current situation looks like. How are you currently managing your doctor and facility listings?”

SCAN RESULTSListings

“How would you feel if I told you that your business is listed incorrectly across the majority of sites online?”

“Wouldn’t you be upset if, as a customer, you were looking for a business online and were provided incorrect address or hours information? Who would you blame?”

Reviews“What would you think of a business that never responded to any review, whether they were good or bad?”

“As a customer, how likely are you to visit a business with 3 stars or less? How about a business that only has a couple of reviews, written last year?”

Healthcare Location Cloud“Wouldn’t you be upset if, as a patient, you were looking for a doctor online and showed up to the wrong hospital or even worse — couldn’t find the location in the event of an emergency? Who would you blame?”

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Trap Setting QuestionsUse these questions to get your foot in the door and set yourself up for the close. Make sure to leverage the listings diagnostics scan results when appropriate to pack a punch.

STORE TRAFFIC“What would it mean to your business if you could drive more people into your store?”

Listings“If you’re not currently using a listings solution, how are you making sure your customers can find you?”

Reviews“What it mean if you could increase clickability and online engagement with your customers? What are you doing to help customers get from engaging with you on the web, to engaging with you at your location(s)?”

Healthcare Location Cloud“If you aren’t currently using a listings solution for healthcare sites, how are you making sure patients can find you?”

BUDGET“If you don’t mind me asking, what’s the average value of a sale? Do you know how many customers you’re losing?”

“Do you have a marketing budget? Do you know if it’s efficient? How are you tracking its success?”

EXISTING SOLUTIONListings

“Explain to me your current strategy for managing your listings. Are you on Google My Business?”

“Do you know if your current solution guarantees consistent business information online? How do you track this?”

Reviews“Do you know if your current solution allows you to generate reviews that you can publish to your website?”

“Do you know if your current solution allows you to respond to reviews that appear on Google, Facebook, or even those you collect internally?”

“Do you know if your current solution allows you to generate reviews on external websites like Google, Facebook, Yelp, or Foursquare? How about sites specific to your industry?”

Healthcare Location Cloud“Do you know if your current solution lets you list your doctors on healthcare-specific sites?

DUPLICATE LISTINGS“Do you know what duplicate business listings are? How do you deal with them today?”

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Best PracticesNo-brainer pointers to help you close the right way.

Earn ItYou must earn the right to a sale, first. Instead of focusing on what you can get from the customer, focus on what you can give and how you can help them. Keeping this at the heart of your conversations will help you win your customer’s trust and the sale the right way. Always be virtuous and truthful, only making promises you can keep. Deception and misrepresentation can do more harm than one lost sale. Fabrications can damage customer loyalty and worse, your own reputation.

Remain FocusedAlways have your objective top of mind and never leave a conversation open-ended. Whether you’re in the midst of a pitch or ready to close a sale, set yourself up for success by directing the situation. Even if the customer is unsure of what their next steps are, always have suggestions as to what those might be, and make sure they always move you nearer to the close.

Over-prepare, including anticipating objections, so there’s never anything holding you back from closing when the customer is ready.

Give & TakeAt some point throughout the sales process, it’s likely your customer will ask you for a favor. Whether that’s a discount, demo, or referral, don’t be afraid to ask for something in return. Let this be your gateway to next steps, like their commitment to a future conversation, meeting, or demonstration of your service. Their time is just as valuable as yours — and vice versa.

Value Above AllIt can be easy to get caught up talking dollars and pennies. Instead of debating price, always recenter on the value of your service. If you can continually demonstrate its overall value, the sale will eventually be yours.

OverdeliverThe worst thing you can do to the customer is underdeliver. Overselling your service will cause them to lose confidence in you and your organization, meaning decreased investment, upgrade opportunities, referrals, and more. Instead of over promising, under promise, but go above and beyond. This will give you plenty more opportunity to exceed the customer’s expectations, simultaneously impressing them and building their trust.

Take the High RoadThere’s no doubt that competition will come up at some point during the sales process. Even if you know your solution or offering is far superior to your competitor’s, never badmouth your opponent. Doing so will immediately put the customer on the defensive and can instill harmful doubt, which might cost you the sale. Rather than putting down your competition, commend them for what they do well and respectfully point out where your company excels.

Silence is GoldenThe number one sales rule: after a closing question is asked, the first person who talks, loses. The moment after a closing question is the most critical and impactful, so resist the temptation to say more. It’s very easy to talk yourself into and out of a sale, especially if you’re a beginner. So let the customer do the work for you and zip it!