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The Art of Closing the Sale
Brian Tracy

Closing is often the most painful part of the sales presentation, bemoans Brian Tracy in The Art of Closing the Sale ( www.pearsoned.co.in). “It is the part that most salespeople disli ke the most. They become reluctant to proceed. They freeze up and lose their feeling of control over the buying process.” Closing is very much like a bump at the end of the road of the sales conversation, explains Tracy. “You have established rapport, identified needs, presented your product, and answered objections. Now you have to wrap the transaction and get the order. As you approach this final bump, your task is to take the prospect past this point as quickly as possible.” The key, the author guides, is to plan the close in advance. Reverse engineer your presentation. “Instead of planning your sales presentation first and then your close, plan your close and then your sales presentation.” You can be successful by starting with the end in mind, and then going back to the beginning and organising your sales presentation so that it arrives logically at your closing questions. Ready takeaways.

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