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Types of salespeople: the closer
10 Jun 2008
The Quadrant 1(QI) salesperson is the most famous (or possibly infamous) sales type - the closer.
Please understand that within Quadrant 1 there is a range of closers and what is reflected here is somewhat extreme - the Closer/Closer. Closers are hard-driving, focused on closing deals in the shortest possible time, and not much inclined to engage in long-term relationships.
Fulfillment approach (high-tech and low-touch):
| Requirements | QI Closing Solutions |
|---|---|
| Seller's company image | opportunistic; innovative; trend setting; unique; exclusive customers |
| Lead generating methods | plan demonstration “events”; offer free product demonstration or trial |
| Qualifying criteria | a “cold” market; prospects question need for the benefits provided by the product early adopters or trailblazers will try it if excited by vision of unique opportunity |
| New business presentations | one-on-one or staged platform; demos; demonstrate the product's benefits; show off the product's uniqueness; build the “dream” in prospect's mind; present the bottom line “pay off”; create sense of urgency based on risks of not buying quickly |
| Solid Answers to Natural Objections | objection: customers question the need for the benefit the product offers; response: demonstrate opportunity and return on investment (financial or psychological), give the prospects permission to buy, provide logical reasons to justify an emotional or intuitive decision |
| Closing techniques | trial closes on features; make an immediate request for the order; offer a limited time period to buy, emphasizing risk of losing the opportunity; note the restricted availability, or risk of competitors getting benefit first |
| Customer relations | seldom entails a continuing relationship between buyer and seller |
| Customer service | if the customer is unhappy, quickly refund the money or replace |
| Resale | there is usually not an opportunity for repeat sales by the same salesperson to the same buyer |
Sales force approach (high-tech and low touch):
| Requirements | QI closing solutions |
|---|---|
| Type of salesperson | Closing |
| Traits & characteristics | Extroverted; competitive; positive mental attitude; energetic |
| Sales style | Theatrical; confident |
| Sales focus | Attract attention; pique an interest; demonstrate a dramatic benefit |
| Role | An independent/ self-sufficient seller |
| Technical ability | Be technically expert enough to demonstrate application and benefit |
| Sales training required | Technical knowledge sufficient to explain and demonstrate dramatic presentation skills; power closing skills |
| Length of time to close | Now to 30 days |
| Length of contact after close | Usually no opportunity for repeat orders |
| Corporate support and structure | Setting up presentation events and promotions; creating the “sizzle” in the market-place; offering free product trials; getting to the “gateswingers”; filling orders quickly; “service” by replacement or refund |
If you want to see closers at work, watch those 30-minute Infomercials on TV selling fitness products, vacuum cleaners or the latest and greatest miracle detergent.
About Peter Gilbert
A sales veteran with over 30 years of experience, Peter Gilbert is MD of HR Chally SA (www.challysa.co.za), an international sales consulting company specialising in talent management and recruitment. He is passionate about sales as a profession and the identification of real sales talent who can really sell! Email him at az.oc.asyllahc@retep
