In my opinion, the most overrated topic in sales training is the subject of closing. In years past, it seems the object of most sales training courses was to fill the heads of participants with as many closing techniques as possible. The logic was simple, if the Ben Franklin close didnt work, you could rummage around in your head for the the secondary question technique, the order-blank method or the forced choice close to tie off your sale. Selling in the old school of training was basically learning 54 or 84 ways to close.

Today, most successful sales professionals know that if you use a consultative sales process, one with a series of selling steps like those listed below, the close (asking for the business) will literally take care of itself. Closing is an integral part of the following; a solid sales process--not a specific stand alone technique:

- Building rapport and trust;

- Obtaining your prospect's attention;

- Probing for problems, opportunities, needs and values;

- Demonstrating products based on the specific needs you have discovered,

- Asking trial closing questions and answering objections, then

- Asking for the business.

By first building rapport with a prospective customer or client, a sales or service industry professional can create the trust that our research shows is vital to consistently obtaining sales success. Through using an attention getting provocative question and then taking away your offer, you can open your prospect's mind to answering your questions and later accept the suggestions that you make in your sales presentation. By asking open-ended, probing questions, you can learn about hidden needs and problems that can be solved by your products and/or services. Through effectively demonstrating your products and/or services, answering objections and asking trial closing questions, you then set the stage for closing the sale. All that is left in this process is to ask for the business.

In my self-directed learning manual entitled Sales Success Strategies, (see www.TheSellingEdge.com/manual1.htm) I explore the steps that must precede a successful close. This unique learning guide won't give you a dozen closing techniques to memorize, nor a list of power words that will impel your prospect, client or customer to sign on the dotted line, because these words and closes simply don't work with today's sophisticated consumers. If you take time to review them and apply them to your daily sales activities, the ideas discussed can make a significant difference in your ability to regularly generate business for your company or professional firm.

Virden Thornton

Serving Discriminating Clients Internationally Since 1983

Virden J. Thornton is the founder of The $elling Edge®, Inc., a training and development firm, specializing in sales, telemarketing, customer relations, and management training, coaching and marketing advisory services. He has trained, coached and advised literally hundreds of clients, including Sears Optical, Eastman Kodak, Northern Uniform Supply, The Texas Independent Banker's Association, Deloitte & Touché, Smith Barney, Jefferson Wells International, The Government of The U. S. Virgin Islands, First National Bank of Arizona, City Laundering, Co. and Wal«Mart to name a few.

Virden is the author of Prospecting: The Key To Sales Success, A Realtor's Success Formula, Organizing For Sales Success, and "best sellers" Building & Closing the Sale, 101 Sales Myths. His audio/video tape series entitled Close That Sale, is based on his 50 Minute Series manual Closing: A Process Not A Problem--published by a division of Thompson Learning. He has also authored a client acclaimed self-directed learning series of sales, coaching, customer service, telemarketing, and personal productivity training manuals, outlined in the Books & Manuals section of this site. Virden has a degree in communications (public address emphasis) from the University of Utah.

As a consultant and trainer, Virden has been retained by dozens of banks, savings and loans, and credit unions to help them move from operational, order taking cultures to proactive sales and cross-selling organizations. He has literally trained thousands of sales representatives and managers in businesses as diverse as distribution, auto sales, printing, eye care, uniform and linen rentals, manufacturing, and many others. Virden also specializes in training, coaching and advising service industry professionals (accountants, attorneys, engineers, architects, financial planners, stockbrokers, etc.) in the fine art of "business development."

Virden has taught small business courses at Lorain County Community College in Elyria, Ohio, a bank sales curriculum at the Center For Professional Development, Texas Tech University in Lubbock, Texas and a short course on selling at the School Of Entrepreneurship, J. Willard And Alice S. Marriott School off Management at Brigham Young University, Provo, Utah.

Virden and his wife Barbara reside in Avon Lake, Ohio and are the parents of ten children.