How to Effectively Build Your Sales Closing Statements [Framework]

Closing Sales Statements

In part 5 of my sales meeting series, we take a closer look at a framework to help you improve your closing sales statements. Check out part 4 here—Storytelling Success: Why Some Reps Are Dynamite and Some Aren’t

We all have heard the ABCs—Always Be Closing! Sure, it was always rousing in the famous Alec Baldwin speech in Glengarry Glen Ross, but what does that actually mean?

As a novice salesperson early in my career I would hear the ABC statement from my manager and scratch my head thinking “closing?” Closing what? The deal?!! My software was $100,000. Wasn’t that a bit off-putting or presumptuous of me to ask for the order after only spending 1 hour of time together?

What Does Closing Really Mean?

Always Be Closing does not mean always be closing the order or the deal. There are products and times where it’s appropriate to ask for the order on the first call but in Enterprise software sales it would often be ridiculous. What it really means is always be closing on the next step in the sales process.

Which by the way is also a bit of an ambiguous statement. You probably get now that you need to be “closing” but how do you actually DO that in a tactical way!

Mapping out the sales process

First off, sales reps often do not have a clear understanding of what the sales process is and how you get someone to the point of saying yes to having a signed order in your hand. The first step is clearly mapping out and understanding what the sales process looks like. It often looks something like this:

  1. Initial Meeting
  2. Potential second meeting if prospect not fully galvanized
  3. Outcome: Commitment to formally evaluate and bring in additional stakeholders
  4. Technical Review
  5. Functional Review
  6. Business Review
  7. Outcome: Decision to purchase
  8. Contract Review (if applicable to product)
  9. Security Review (if applicable to product)
  10. Outcome: Signed Order

How to Structure Your Meeting Closing

Now that we have a clear outline of the anatomy of our deal, we can use a framework I like to call S.A.R.B for structuring our meeting closing. S.A.R.B stands for:

  • Summary: Summarize what you spoke about and how it solves their business and person need
  • Ask: For feedback and what stood out to them.
  • Recommend: A next step and who on their side should be involved and why their involvement is important at this stage.
  • Book: The next meeting with the prospect on the phone.

Let’s have a look at what a meeting closing S.A.R.B script looks like.

How to Use This Framework [Script Below]

1) Summarize

So hopefully that gives you a good high-level overview of the technology and how it would help get attribution data in your marketers hands. This way they can make smarter decisions about their programs and you can hit your 20% demand gen growth goal.

2) Ask for feedback

I would love to hear your feedback. What stood out to you?

3) Recommend next steps  

From here I would recommend that we set up a larger call with your colleagues. Given that the product’s value is being in the hands of the members of your team, it’s extremely powerful to get them just as excited as you are!

4) Book the next meeting

I realize that you will need to coordinate with folks on your end but how does next Tuesday at 2:00 pm work? We can always make adjustments if needed.

The meeting closing S.A.R.B above is pretty standard for closing on a first call, but it’s an applicable structure for ALL follow up calls as well.

I often see sales reps have good form on their first meeting and use these techniques well on that call.  However, when it comes to the 2nd or 3rd or 4th call with the prospect they often forget their form.

Modifying S.A.R.B for the End of Your Deal Cycle

1) Summarize

So I am happy we were able to review the contract together and present the compelling discount of $20,000 annually to get into your economic zone.

2) Ask for feedback

I personally feel pretty excited about the economics of the deal but I would love to get your feedback.

3) Recommend next steps

From here I would recommend that we get the agreement over to your legal ASAP. The discount is in exchange for closing by the end of the month and we have about 1 week to make that happen.

4) Book the next meeting  

Given our tight timeline are you free Friday at 1:00 pm to connect and ensure we are on track?

Easy, concise, powerful in practice! We can close on the next step in the process without seeming pushy but rather eager to help and make sure the customer gets the product they want with the discount they asked for!

I encourage you to give these techniques a try. In my experience writing out your S.A.R.B ahead of your meeting makes things easier and allows you to have a clear plan on what your next step is and how to move the prospect forward.

From now on instead of “Always be Closing”, you should always be S.A.R.B-ing!

The post How to Effectively Build Your Sales Closing Statements [Framework] appeared first on Sales Hacker.


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