I have been in sales, sales management and operations for many years. I have found that many sales people simply do not ask the customer to buy their products. If you have followed The Sales Cycle, step by step, you might not even need to ask for the customer to buy your product. They could be ready to help you close the sale. At this point in the sales process, it might be very obvious to the customer that they need to use you and your company. By this time, you have build rapport and a strong relationship with them. The key to salesmanship is to do your homework; and listen, not talk. By doing this at the end of your presentation, you will be able to understand their needs and overcome any objections from the customer. At this point, I want to suggest these Ten Laws of Closing:

1. You need not fear closing a sale. As a sales person, it is your privilege, your right, and the way you earn your living.

2. Never fear rejection. It is the customer's privilege and right to reject a closing statement, but it is your responsibility to clear up all objections, before you try to close the sale again.

3. Position and timing of the closing process is necessary for maximum results. Do not close while the prospect is confused. Close when the customer is indicating that his or her needs, wants, or desires are being met.

4. We need to use trial closes frequently throughout the sales presentation.

5. When appropriate, position closing statements to follow benefit statements.

6. If the potential customer is closing the sale, stay out of the way. Do not interrupt the customer, but allow such a buyer to talk themselves into the sale. Remember, they probably have done their homework about you and your company.

7. If possible, avoid closing the sale by calling for a decision. Instead, close by askingfor preference or opinion. Keep it open-ended.

8. We need to use closing statements that appeal to the customer's needs, wants, desires, values, and personality.

9. Respond to ?buying signals? appropriately. For instance, reply to a question and then, always, always close on a buying signal!

10. Plan ahead, and save the best for last.

Finally, remember it's your right as a sales person to close the sale. However, if you haven't done your homework and followed The Sales Cycle, step by step, you will have trouble closing.

In the next article, we will look at the eight different types of closes that a sales person can use.