Close a sale effectively

February 1, 1997
Anita Sirianni
Pharmaceutical Representative

Helping the customer to a buying decision means uncovering motivators and providing justification for investing in your product over the alternatives.

Closing is not a series of manipulative phrases or word tricks aimed at clinching the deal. Helping the customer to a buying decision means uncovering motivators and providing justification for investing in your product over the alternatives. You can learn to be a better closer by educating yourself on your products and competition.

There are six steps in delivering a highly professional closing sequence:

1. Recommend the product you feel is most appropriate for the customer. Back up your recommendation with an explanation, such as a recap of key features and benefits. Be sure to use the words, "I recommend." This will help you sound more like a consultant than a salesperson.

2. Ask your customers if they have any additional questions or need more information.

3. Describe where your product is available.

4. Explain reimbursement and cost considerations for the product.

5. Ask which treatment option is most suited to their patient needs.

6. Complete the paperwork for sample processing and seek the customer's agreement to prescribe your product.

If you have done a good job developing your sales presentation, you should be able to move with confidence into this effective, assumptive close. It will lead to the most natural and comfortable end of a sales call you can have. PR