Twelve Time-Tested Closes

Successful closing techniques develop and improve with time and experience. As you read the following 12 closes think of how you can tailor each one to the needs and personalities of your own clients for a sure boost in sales.

1. THE CONSTANT CLOSE TECHNIQUE

Ask a question that points to and assumes a sale. Sears employees area taught to replace “May I help you?” with “Do you have a particular style in mind?” You might say, “Which features are most important to you, Mrs. Taylor?” or “Don’t you agree that this service will build your profit picture, Fred?” The Constant Close may be too strong for some people so proceed with caution.

2. THE SUMMARY CLOSE

Ask for the client’s agreement after each point in your presentation. Watch out for the temptation to make each point weigh equally. You’ll miss out on the opportunity to use body language to emphasize only the points that highlight the prospect’s real needs or desires. For instance, vary the importance of your features according to the interest clients show through their own nonverbal messages as you give your presentation.

3. THE ASSUME THE SALE CLOSE

This close works best for salespeople with strong personalities. Always develop trust and a solid buyer/seller relationship before trying this close. Then, when you receive a positive response from the client, go ahead and say, “OK, George, we can start this project on Monday.”

4. THE BETTER-ACT-NOW CLOSE

This close put the fear of losing out in your client’s mind. If he or she doesn’t act on your proposal, your time will be booked up, your services will got a competitor, or your price will increase. It works well with the client who wants to procrastinate. Just be sure that your coming event or reason for action now is believable and factual, otherwise this close can backfire.

5. THE LITTLE DECISION CLOSE

This is one of the most successful and widely used closing techniques. By asking a lot of little questions designed to get your client into the pattern of saying yes, the big yes is much easier. You can say, “Do you like this color selection?” then “Is there enough time for processing and delivery to meet your deadlines?” Continue with “Can you get approval for the financing?” and finally, “May I write up the order so we can get started right away?”

6. THE START-WRAPPING-IT-UP TECHNIQUE

With this close, the prospect will have to stop you from writing up the order to keep from buying. It’s a dynamic technique based in retail sales where clerks start wrapping up items and watch for the customers to stop them if they don’t wish to purchase.

7. THE ALTERNATIVE CLOSE

This is the technique many consultants use to set appointments. “Mr. Jones, I have a spot on Wednesday morning at 10, or Thursday afternoon at 2. Which would be better for you?” It also works when wrapping up the sale. “OK, Joe, should we start on Thursday or would Monday morning be more productive?” or “Since this is going to be a long project, Jane, would it be better for your accounting department to pay us on a monthly or semi-monthly basis?” Alternative closes work well with people who are definitely considering buying but have trouble making a decision.

8. BRING-YOUR-OWN-WITNESS CLOSE

People often buy because someone they respect has bought. When you’re asked, “Who are some of your clients?” spread out your testimonial letters on the prospect’s desk and calmly say, “These are a few of the people we’ve done work for, John.” Make sure that the names of companies the prospect knows are on the top of the pile. Then you can ask the client if he would like to call your references while you’re there with him.

9. THE PREMIUM OFFER CLOSE

When a prospect is on the verge of saying yes, but still asks about cutting your price, pull out a bonus or a “something for nothing” service. A software package for a computer, or an extended warranty or service contract on a high ticket item can give your offer the added value your prospect needs to justify the order.

10. LET THE CUSTOMER FILL OUT THE ORDER CLOSE

This close lets the prospective client get involved with the sale. If your product or service can be shown in figures such as time or money savings, you can say, “Mark, here’s a pad of paper. Let’s compare your company’s figures with some of my other clients who’ve used us to increase their productivity.” This reinforces in the prospect’s mind that he does need you.

11. THE CLOSE ON EVERY OBJECTION CLOSE

Look at every objection as a buying signal. Once you deal with the objection, ask for the order. This also tests the waters to see if there are other objections you still need to uncover. For instance, if the objection is about the difference in price between your product and another company’s, you can say, “So you see, Mr. Jones, our higher priced model will actually cost you less to operate over the next three years than our competitor’s similar model. I’m sure that I can get immediate delivery for you if we close this deal today.”

12. ASK FOR THE ORDER CLOSE

When all circumstances point toward the client’s readiness to buy – not your determination to make a sale – use the direct approach. Your closing questions can take several forms. For example, “Shall we proceed with the study, Mrs. Brown?”, “We can start first thing next Monday morning; does that fit your schedule, Tom?” or “I’ll send you our letter of agreement in this afternoon’s mail.” You can be direct without “begging” for the order.

A Checklist For Mastering The Basics Of Closing

Closing is simple – if you remember six fundamentals. Fill out the following checklist after your next sales call. Whether or not you made the sale, you’ll see where you can improve your technique and your closing rate.

• Did you clearly describe all of the benefits your product or service offers – what it will do for the client?
  
  
• Did you ask the client to buy? Did you come right out and ask for the order?
  
  
• Did you discover the key issue to your client’s buying decision? (Examples: You’re too new; you’re too much like XYZ company which burned the client last time; your company lacks name recognition.)
  
  
• Did you uncover the key benefit – either perceived or real – that your client wants from your product or service?
  
  
• Did you make lots of little closes so that the client had an opportunity to make small decisions rather than one big threatening one?
  
  
• Did you try one more time – when you thought the sale was lost?

Use this checksheet after every sale for two weeks and you’ll be a master closer. The fundamentals will become second nature and you’ll be first rate.