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DMI Daily Digest

6 Social Selling Closing Techniques You Should Know About

There is no doubt that the digital world has made some changes to the selling process. There will always be credence in the old belief that a salesperson should be focused on the ABCs of sales: Always Be Closing. However, the old school techniques need a modern twist to help them become effective selling tools across social media channels.

Social media has helped generate leads using a number of approaches, including user-generated content. It is just one example of how social media can be used to encourage sales. User-generated content helps show the value other customers see in your brand. As well, paying close attention to what is being said in your feeds provides ample opportunity to answer questions and learn more about customer pain points.

By looking at some traditional closing techniques, you can find creative ways to incorporate these methods into your social media channels. Here are six social selling techniques that will help bring you into the modern digital landscape.

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1. The Now-or-Never Close

 The Summary Close

Making people see that they have to act now is an old trick, not just for salespeople, but for all types of ads. It’s the same thing used on shopping channels and can even be seen on many online shopping sites. Creating a sense of urgency makes people worry that they will miss out if they don’t act now. It’s the “limited time offer” or “only 15 items left” or even a “free delivery and a set of Ginsu knives” ploy.

The Social Media Twist

This can work well on social media because it can create a feeling of FOMO (Fear Of Missing Out). By adding this type of offer into your feed, you can create that sense of urgency while also getting those who participate to add to the frenzy with comments and likes. Add this offer after a positive comment or in your answer to a question. With social media, blatant sales rarely work, so you have to get creative and pay attention to what’s going on in your feed to find opportunities to use this approach.

2. The Summary Close

Repeating all the things a customer will receive when making their purchase helps to establish value and highlight benefits. You can outline everything available and tie it into pain points you’ve learned throughout your conversations. This one works because you are stressing all of the things they will receive and helping them see it is a deal like no other. It can also work as a checklist, and you can finalize with a “So that’s everything, when would you like us to deliver it?” question to seal the deal.

The Social Media Twist

Get creative and think of ways to get that summary of what you have to offer in front of your followers. Maybe you throw in a video with a chatty, funny observance of common pain points that allows you to match pain points to products. You can also offer a free checklist download or white paper that people can click on to get that summary in a subtler way. Again, the point here is to use an old school closing technique but in a new way that will work on social media platforms.

3. The Question Close

The Question Close

Asking questions is the best way to discover why your customer needs your product or service. Questions allow you to hear their desires while also giving you an opportunity to develop answers to their potential objections. Questions also help you get an answer on how well you are doing.

Once you present a fact about your product that you feel will address some of their problems, you can ask, “Does that help with the issue?” The reason questions work is that if they say yes, more power to you and you can head towards the close. If they answer no, you can ask why and help move towards solving more of their issues.

The Social Media Twist

If you use Instagram, you know that one of the latest ways brands and people engage followers is by asking a question or even asking their followers to ask them a question, which will be answered on the spot. Using this technique works well as it allows you to discover what is on your customers’ minds, providing openings to introduce instant resolves using your products.

4. The Assumptive Close

Assuming you’ve got this sale already can help close on pure confidence and positive thinking. Sounds a bit out there, but it can work.

In the usual sales forum, you are monitoring a prospect, trying to gauge their interest, and assessing how engaged they seem or if they might object to your sales pitch. You can counter with follow-up calls or emails, probing further to get a better feel for what they are thinking.

It is effective because you remain engaged and are helping them meet their needs. This confidence gives you a bit more authority to work with, which helps direct prospects towards the close.

The Social Media Twist

Authority is the reason people choose to follow your brand. They believe you share common interests and provide them with something they need to pursue those interests. Because people are following your brand, you can assume they are interested. Furthering your authority is the reason you are on social media. Never lose track of remaining engaged with your followers by feeding them the info and tips they crave.

5. The Match-Game Close

Providing solutions to pain points is very important to overcoming objections and coming closer to a sale. The match game then becomes one of the most powerful tools in your closing arsenal. If you are doing your job well, you are noting every objection or pain point that comes up. This allows you to compose counters to each issue and then wind up for the match-game close.

For every pain point or objection, match it with how your product or service helps resolve or overcome their issues. Not only does it help them see you've got everything they need, but it is also a very positive way to get the results you want.

It comes across as helpful more so than aggressive and ties in well with a summary close as well. It also brings a nice rounded end to a meeting or conversation that is conclusive without leaving you or the prospect hanging.

The Social Media Twist

This might be the best opportunity to tie in follower/consumer content back to your brand. By having customers do the match game for you, you are not the one touting your brand. Instead, someone who actually uses the product or service is showing prospects how it resolved their problems.

If you can get a customer image in there all the better. According to Olapic, 70% of respondents say they are more likely to make a purchase when it has been promoted with an image that was generated by a fellow consumer. Images make the match game easier.

6. The Value Close

The Value Close

The value close is slightly different from the match-game technique. It stresses an overview of the benefits of your product. It takes a more direct approach, using a question that tries to get the prospect to admit that you are providing value with your product.

It works because it allows you to have the prospect buy into what you’re selling, enabling you to carry the conversation toward a closed sale. They agree with what you are selling, but the tactic avoids a hard-sell approach.

You give the customer a chance to see on their own that you are right to be selling to them as they are the perfect customer. They acknowledge your product or service is right for them, which helps a person lead themselves down the path to purchase.

The Social Media Twist

This close is yet another opportunity to try user-generated content to help you sell products on social media. Nothing shouts value louder than UGC. It provides hands-on information for prospects who might be sitting on the fence and just need to see the product or service in action.

According to Olapic, this “Keeping it Real” approach to marketing shows prospects how a product is actually working for users and that they really are happy with the results. You can even use reviews to show value. However, the more creative the UGC, the better. Images, video, and examples of how they have used your product or service will speak volumes to the value it has added to a customer’s business or life.

Using hashtags is a great way to get that UGC, with 74% of Olapic respondents saying they have uploaded images hashtagging a brand. Hashtag campaigns are an excellent way to promote value as they encourage sharing images that help move your brand across multiple channels and reach more prospects.

Traditional Closing Techniques with a Twist

Selling in a digital landscape provides you with new ways to engage new prospects.

Looking back to traditional closing techniques can provide inspiration for how you can interact with customers and potential leads through social channels.

Engage with new prospects and learn how to sell effectively in a digital landscape by becoming a Certified Digital and Social Selling Specialist. Download a brochure today!