Even saying the word “close” can create trepidation. Oodles of books have been written on the subject yet field staff often admit to a lack of confidence in their closing skills. Counter that with the fact that leaders will often say to me, “I don’t think they are asking for the business…” (That gives me an idea, I should do a blog on statements that most annoy field staff!).
As I think about closing in relationship sales, let me share my ideas so together we can ponder the right approach.
- Know when you have earned the right to ask. Changing referral patterns is rarely a one-time conversation, single product pitch that gets them to come running to your service. Back in the day, sales people were taught, ABC: Always Be Closing. That can backfire and many physicians will find it offensive. More effective is the mini-close which is understanding how to advance the relationship to the next step. A strategy of advancing toward the end game will get you there better and often, faster. For example, my close might be to ask if they would be willing to meet my specialist or to attend our reception vs. asking if they would refer. And in the case of recruitment, it might be asking if they would send me their C/V.
- Get comfortable with closing. It is our job to ask the prospect to take the next step, so prepare yourself, talk through your script, make sure you are succinct and positive and then just do it! And if they say no, then what? Consider all optional replies and how you will respond. Practice really helps this process.
- That leads to another important thought. Don’t expect materials or a doctor visit to close it. Sometimes we hope that the physician- to –physician conversation will seal the deal, and often it does. However, let’s not assume. Take the time to: 1) make sure the visit was helpful, 2). the practice has all the necessary contact information and 3). there is clarity about what type of cases and how many they might refer. As for materials or a nice leave-behind… do we really think that our materials will do the close for us? Will the doctor go home, read your brochure, get inspired and take the initiative to refer to you? We all wish it would work that way. If it did, would we really need field staff?
- Make sure “the ask” matches the audience. We need to make sure the person we are asking has the authority and right level of involvement in the decision we are asking them to make. A great example is asking a referral coordinator to promise new cardiology patients. While they are active facilitators of this process, generally the primary care doctor will originate the referral direction for a new heart patient. In practices, it is our job to know who makes which level of decision. If we gain the doctors commitment for cardiac patients, then we need to make sure the referral team has all the right detail to implement, but that is a different type of closing statement.
- Manage your presence. A smile, confident words and good eye contact are all important elements in closing. Take the time to consider your personal style and approach. Above all be yourself. For me, I like to keep it upbeat so the prospect knows they can be candid with me. Sometimes, even a little humor can help relieve a little tension. If you believe your services are the right solution that will needs to shine through as you encourage that new referral.
Please share any great techniques that you have found to ease the tension of asking for the referral or perhaps a great book you have read on the topic.
At Barlow/McCarthy, we offer advanced strategy training that let’s teams dig deeper into topics like closing the sale. Send a note if that is of interest.