Como vencer suas negociações de vendas usando técnicas comprovadas de fechamento
Masterclass sobre pipeline de vendas: Parte Sete
You’re now managing your pipeline well, with a clear view of the high-quality opportunities you have. The next step is to take your sales process forward, negotiate and close those deals. But it won’t be easy. Most closing techniques require a very strategic approach.
This post is Part Seven in a new Masterclass series on how to build your sales pipeline. Building a strong sales pipeline is the #1 key to sales success. That’s why we created this indispensable step-by-step guide, to teach you how to build your pipeline the right way.
- Jeroen Corthout, cofundador Salesflare, um CRM de vendas fácil de usar para pequenas empresas B2B
In this article, we’re going to cover how to nail your negotiation using proven closing techniques and how to remain in the game for the long run.
1. Técnicas de fechamento
No matter how well optimized your sales process is, closing remains one of the hardest aspects. Getting people to commit to your business doesn’t just require a strategic approach, but also delving into the client’s mindset. Here are some of the tactics that always work:
1. The ‘best you could get’ close
É quando o cliente em potencial está convencido do valor que você oferece, mas busca um benefício adicional de sua parte. Normalmente, um vendedor faz uma oferta que gera medo de perder e leva o cliente potencial a fazer uma compra imediata.
For instance, you could mention that you’re offering a special 20% discount to your first ten customers only.
2. The ‘try it before you buy it’ close
A lot of your prospects will want to try or test your product before signing the deal. They want to be sure of the value you bring to the table and if you’re really a good fit for them. That’s why sales processes that include a trial of the product, have a higher closure rate.
Be sure to qualify your leads well. You don’t want to end up investing a lot of effort into a lead that won’t convert at the end of the trial period.
3. The ‘impressive package’ close
Imagine you’re reading an ebook on sales and get to the end. No matter how attentively you went through all the chapters, a structured summary, acting as a convenient recap will help you clearly formulate the next steps to take in your sales process. The same holds true when closing a deal.
A maneira de executar essa tática é resumir todos os pontos de valor que você estabeleceu para criar um pacote impressionante de recursos e seus benefícios. Como uma lista de verificação para impressão oferecida no final do e-book.
4. The ‘assumptive’ close
Nesse caso, o profissional de vendas presume que o cliente em potencial vê valor em seu produto e vai fazer uma compra. Essa é uma boa tática a ser usada se você se certificar de que cada etapa do processo de vendas agrega valor suficiente ao cliente potencial.
The key here is to remain confident about what you’re selling and make sure you know the prospect’s perspective at every stage. Regular temperature checks will help ensure that you’re still on the same page.
5. The ‘sharp angle’ close
A maioria dos clientes em potencial B2B solicitará reduções de preço ou, pelo menos, complementos. Se você tiver uma margem para oferecer descontos ou a aprovação para fazê-lo, essa tática provavelmente converterá mais porque oferece gratificação instantânea.
Portanto, se o seu cliente potencial solicitar um complemento, ofereça-o e peça que ele assine o contrato imediatamente.
6. The ‘question’ close
It’s important for sales reps to ask questions about the prospect’s challenges and goals during the sales process. But even when you’re coming to a close, questions can help eliminate any possible objections that the prospect may have regarding the purchase.
A simple question asking if they feel what you’re offering solves one of their pressing challenges gives you the chance to further nurture the connection before ending the meeting. It’s best to address any confusion your prospects might still have before leaving them to their own thoughts.
7. The ‘hard’ close
Os clientes adoram empresas que querem agregar valor a eles e não apenas vender seus produtos. No entanto, às vezes, nem mesmo todos os benefícios do mundo farão com que um lead finalmente tome uma decisão de compra. Em casos como esse, um fechamento difícil o ajudará a fechar o negócio e a manter o processo de vendas em andamento.
If you think there is no other way to close the deal anymore, use the hard close. Ask the prospect if they’re interested in buying your product or not. If the answer is no, immediately move them out of your pipeline so you can focus on other opportunities.
2. Negociar com princípios, não com posições
Just as you’d like to bag the best price on a product you find in the market, a B2B sales deal includes a lot of bargaining and negotiation. Sometimes it is all about the price and at other times, it only takes a few add-ons, like features, extra monthly trials and support.
A única maneira de tornar a situação vantajosa para ambas as partes é ouvir. Aqui estão as seis diretrizes que você deve seguir ao negociar com técnicas de fechamento.
1. Don’t conflate the problem with the people
When closing a deal, you’re focusing on bagging a sale and it is common to forget that there are people on the other side. They have their own opinions, values, backgrounds and feelings that contribute to the way they interact with you or make a purchase decision.
Portanto, em vez de tentar remediar suas hesitações com concessões, primeiro tente entender seu ponto de vista. Isso o ajudará a evitar conflitos durante as negociações para a assinatura do acordo.
2. Foco nos interesses, não nas posições
In most cases, we tend to start negotiations by stating our position to clarify our hold on the situation. For example, saying that you’re a sales expert with 10 years of experience in the industry before you even begin a discussion, is like indicating you’re superior. And setting that tone leads to nothing but clashing egos.
Portanto, concentre-se em identificar os interesses do cliente potencial em vez de incentivá-lo a compartilhar sua posição na empresa. Entenda o que pode levá-lo a fazer uma compra e, em seguida, compartilhe seus próprios interesses.
Isso ajudará ambas as partes a se abrirem e explorarem oportunidades juntas, o que aumenta as chances de obter um sim em seu negócio.
3. Mantenha as emoções sob controle
The point of a negotiation is to discuss anything and everything around the B2B deal. Both parties should be able to freely express their emotions concerning the deal – be it a worry they have about the product or the vision of the business they’re engaging with.
Para manter as emoções negativas afastadas, certifique-se de realmente ouvir quando o cliente em potencial estiver expressando suas emoções. Isso não apenas o ajudará a evitar discussões, mas também lhe dará a oportunidade de entender melhor as necessidades dele.
4. Sempre expresse sua gratidão
If you’re taking out time to do something that is important to the other, you want to be given a little credit for it. No one likes to feel unappreciated and that especially holds true while you’re in negotiation.
Expresse seu apreço pelo cliente em potencial fazendo um esforço para realmente entender a perspectiva dele e comunicando-a por meio de palavras e ações. Mesmo que isso signifique agradecê-lo por ter analisado a plataforma de vendas que você apresentou.
5. Manter uma vibração positiva
Communicating in a positive way is the most effective way of getting a yes on the deal. Instead of stressing how a prospect isn’t understanding the value you offer, put a positive spin on the sentence. Try aligning your value proposition with what the prospect is saying instead of trying to forcibly get them to agree with your point of view.
As técnicas de negociação e fechamento que mantêm o cliente em primeiro lugar convertem mais.
6. Evitar o ciclo de ação e reação
Every action has a reaction. But that’s exactly what you should be avoiding during negotiations. If the prospect does not see value in your offer, don’t react sharply to it. Instead, try to understand what they’re not liking about it and how you can make it better for them.
Isso o ajudará a identificar mais oportunidades de trabalhar com o cliente em potencial, a entender os motivos que o impedem de fazer a compra e a oferecer um negócio personalizado para atender aos interesses dele.
But most importantly, remember to determine the prospect’s perceived value of your product before beginning negotiations. And always focus on adding value to the prospect than selling your product!
3. Monitor your prospect’s behavior
Good closing techniques continue after a successful sales meeting: it’s important to keep reaffirming the value you bring to the prospect and to keep a close eye on how they interact with your business post the closing meet and even post-sales.
Track every move your prospect makes: follow-up email opens, click-through rates and what they interact with on your website. How they interact with your business indicates their level of understanding of what you offer, their possible lingering doubts and what they’re most interested in exploring. Moreover, it enables you to reach out to them at the right time, with the right message.
Alguns aspectos a serem observados incluem:
- Eles estão abrindo seus e-mails de acompanhamento?
- Eles visitaram seu site?
- Quais recursos eles estão verificando mais detalhadamente?
- Eles estão revisando seus preços?
- Eles estão procurando estudos de caso e depoimentos de clientes para ter uma ideia melhor do valor que você oferece?
Doing so helps you understand the prospect’s needs better, what they are thinking about or are interested in. This then helps you custom-fit specific closing techniques to different prospects to get more conversions.
Os sistemas inteligentes de CRM, como o Salesflare, ajudam você a acompanhar como seus clientes potenciais estão interagindo com os e-mails e links que você compartilha e com seu site. Em seguida, ele armazena essas informações por prospect e envia notificações em tempo real sobre a atividade deles, para que você possa adaptar suas técnicas de fechamento e acompanhá-los de forma informada.
Mas, no final, lembre-se:
4. Esteja sempre fechando
No matter what closing techniques you’re using, B2B leads take a while to close.
There are multiple decision-makers involved in the sales process; sometimes even in individual stages. So don’t get stuck following up one single lead.
Remember to keep moving your high-opportunity leads to the next step before they lose interest in what you’re offering. Continually nurture them and keep track of their changing needs to tailor your sales process for more closures.
But most importantly, don’t be afraid to close leads. If a prospect is taking too long to make a decision or isn’t interested in your product at the moment, move them to your nurture list and reshift your focus to follow up with better leads.
Always work towards the next step and don’t be afraid to close leads. Have a straightforward sales meeting to get an answer from prospects that are taking too long to make a purchase decision.
Afinal, a única maneira de manter-se no topo de seu processo de vendas é otimizar continuamente os recursos e concentrar-se nas melhores oportunidades.
All set to take on the next sales meeting with these negotiating and closing techniques? Well, don’t forget to tune in next week for Part Eight in our Sales Pipeline Masterclass: How To Get More B2B Sales Referrals. Need a refresher? Go back and read Part Six: How To Nail Sales Pipeline Management Like A Pro.
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