The Right Time to Close

By homer smith

Well planned and structured closing techniques move the prospect into making a decision after he is convinced that he wants and needs the product. Closing is the sum total of the steps you have gone through from the time you first contacted the prospect until he is satisfied with his purchase.

Closing a sale has been likened to buttoning the last button on your overcoat. As the presentation progresses, you establish the features and the benefits of your product. As the prospect accepts each benefit, you put one more button into its buttonhole. A salesperson’s most valuable asset is time. Every moment you waste by not closing soon enough is a lost moment as far as your selling income is concerned.

Although there may be an endless list of ways to close a sale, the following six ways are basic and cover in principle many more specific methods used by individual salespeople.

Trial Close

This is a check on how the prospect is responding. It usually takes the form of a question: “How many gallons do you think you would use in a month?” From the answers, you can tell whether or not you need to do more selling or if you are ready to go into the actual close. Use several trial closes until the prospect reacts properly.

Assumptive Close

The salesperson takes for granted that the prospect is going to buy. Use it after a trial close or when the customer’s reactions tell you that he is receptive to the product or proposition.

A common master word in the assumptive close is when. “When do you have to have this delivered?” “How soon must you change these files?” If your prospect wants your product, there is a time when he wants it. By centering on the question of time, you require him to decide to buy without his being aware of any forcing.

There are other ways to use the assumptive close, of course. “From what you have told me, you will want the Model 23 Executive Desk. May I use this phone to see if we have it in stock?” If the prospect says you can use the phone, he, in effect, says that he will buy the desk. The principle of this close is to assume that the prospect will buy and to wrap up the minor details.

“Which One” Close

“Give him a choice” is a great rule of selling. Use it after you are more certain that the prospect is receptive to your product. It may follow a trial close that has turned out right and become the actual clincher to the sale.

Common examples: which color, size, finish, which method of shipment? Your own order blank may require you to ask for information that will form the basis for this close.

Action Close

At the right time introduce a proposal to action that will close the sale automatically unless the prospect stops the sale. The technique is closely related to the assumptive close, but has action as its added feature.

The action close is a tool for making up the prospect’s mind to act. You provide the tool. The most common action close is writing the order, then showing it to the prospect and asking, “Will you verify this description? I’ll arrange to deliver it on the day you specify.” Incidentally, “verify” seems to be better for closing than “sign here,” or “O.K. this.” Leave the word “order” out, too.

This close is frequently expressed simply as: “Asking for the order.” Many sales could have a happier ending if the salesperson would only try to close. “That’s the story. Shall we go ahead on that basis?”

Inducement Close

Inducements offer the prospect a reason to buy right now rather than put it off. It should be used only when others fail, when it’s a matter of the inducement close or writing off the sale.

Offering an actual premium is a form of inducement, like free service on a machine for a year, a free storm door with an installation of storm windows, or a case of soap powder with a washing machine.

Summary Close

The summary close is frequently combined with the action close. Here you say, “Now let me summarize what you get in this cleaning method.” Some products lend themselves to listing on a sheet of paper or an order blank. After the summary say, “There it is. If you will verify this list . . .” Be brief with your summary. Hit the features and benefits which appeared to you to make the greatest impression on the prospect.

There are naturally many more specific ways of closing the sale than we can mention here. But most of them will fall under one or more of these six categories. Certain products lend themselves to certain closing methods. Sometimes your own personality will allow you to use a closing technique which would not work for another salesperson.

Determine now to make a conscious effort to close every sale, close it as early as possible and keep it closed with customer satisfaction. If you do, your future sales are bound to increase in number and value.