MASTERING THE CONCEPT OF TRIAL CLOSES: YOUR KEY TO CONFIDENTLY ASKING FOR THE SALE
When it comes to sales, there’s often a misconception that the "ask for the sale" moment is a one-size-fits-all situation.
However, as any seasoned salesperson knows, the timing of that ask is anything but predictable, instead it's about carefully guiding the prospect through the sales journey, ensuring they're ready to say "yes" when the time comes.
This is where the concept of trial closes comes into play.
A trial close isn't about pushing the prospect toward a decision, it's about subtly checking in, gathering essential buying signals, and confirming the next steps without directly asking for the sale.
The goal is to ensure that when the proposal lands you're met with a confident "yes" instead of an unexpected objection or hurdle.
One of the most common pitfalls in sales is falling into the trap of what I like to call "happy ears."
This happens when everything seems to be going smoothly—the prospect is enthusiastic, they're saying all the right things, and it feels like the deal is in the bag. But then, when you go in for the final ask, you're blindsided by a sudden "no" or a list of unforeseen roadblocks.
To avoid this, it's crucial to remain realistic and thorough throughout the sales process. This means doing your due diligence, scoping out potential issues, and being prepared for anything that might come up. Remember, just because a prospect is showing positive signs doesn't mean there aren't underlying concerns that could derail the sale.
Trial closes are essentially strategic questions or statements that help you gauge where the prospect stands in the buying process. The beauty of trial closes is that they don’t feel like pressure to the prospect—they’re simply part of the natural flow of the conversation.
For example, asking something as simple as, "Do you have any questions before we move forward?" can provide valuable insights into the prospect's mindset and with the use of ‘before we move forward’ plays into NLP. If they say no, you can confidently proceed to the next step but if they say yes, it opens the door for you to address their concerns right then and there, ensuring nothing is left unresolved.
Another effective trial close is, "Do you need anything more from me before we go into our next steps?" This question not only confirms the next steps but also ensures the prospect has everything they need to move forward. It’s a simple yet powerful way to keep the process moving smoothly.
One of the golden rules in sales is to never leave a meeting, call, or conversation without confirming the next steps, this is particularly important when it comes to proposals.
BALL DROP RISK AREA: Far too often, salespeople drop the ball at this stage, assuming the prospect will follow up when they’re ready, but in reality, this leaves too much to chance and can lead to missed opportunities.
By confirming the next steps, you eliminate the guessing game of wondering when to follow up. You also set clear expectations for both you and the prospect, ensuring that the process moves forward at a steady pace (prospects share positive feedback with our clients when adding this process).
For instance, you might say, "It would be great to understand your internal process around procurement; “Is it yourself that would manage that, or do we need to include someone from accounts or finance?" This not only clarifies the process but also signals to the prospect that you're thinking ahead and anticipating their needs.
Another powerful technique in the trial close process is storytelling. Sharing how other clients have benefited from a similar process can help make your proposal more relatable and convincing.
For example, you could say, "A lot of our clients find it helpful when we involve everyone from the project team early on. This way, we can address any concerns before they become obstacles. When would be a suitable time to get that started?"
By framing the next steps as part of a proven process that others have found valuable, you're more likely to gain the prospect's buy-in and keep the momentum going.
By incorporating trial closes throughout your sales conversations, you can gather critical insights, address potential objections, and confirm the next steps with confidence.
This approach not only increases your chances of closing the deal but also ensures that the process is smooth and predictable for both you and your prospect.
Remember, the goal is to keep the opportunity progressing forward, so when it gets to the decision making stage there are no surprises—just a confident "yes."
