Closing the sale is the culmination of the entire marketing process. It is at this point in the process that most salespeople fail. They may do a good job of selling up to this point and then fail to ask for the business. What a waste of effort! Because of the normal doubts in the customer’s mind at the point of decision, it is the responsibility of the salesperson to push the customer toward a favorable decision. The customer needs that push, followed by reassurance that it was a wise decision.

If you don’t have the courage to ask for the business, get out of selling. Otherwise, you are in for a career of rejection and disappointment. Business goes to the salesperson who asks for it.

When to Close

When should you try to close a sale? Unfortunately, many salespeople think a close is a separate step at the end of the sales interview. This belief, perhaps, causes them to put off closing until it is too late. The close, in fact, is an integral part of the sales interview and can come at any time. The close is not something you plan to do at the end of the sales interview, but a close at the right time can bring the interview to an end.

The right time to close the sale may be indicated by the customer any time during the interview, when the prospect has reached a decision. These indications may be in the form of questions, actions, expressions or comments. Don’t make the mistake of becoming so absorbed in what you’re saying that you miss the customer’s signals. Above all, don’t wait until you are finished selling to ask for the business. If the customer says no at that point, you have nothing left to say except to repeat what you have already said.

Try to close at each of the following points in a sales interview:

Any time a customer indicates an appreciable amount of interest.

Any time a customer begins asking questions about your product. As soon as you answer the questions, try to close.

After making a strong point regarding your product.

After overcoming an objection.

When a customer agrees with one of your major points.

When a customer picks up and examines your product literature, the product itself or the sales contract.

Rules for Closing

Before discussing a variety of closing techniques, I would like to list my rules for closing sales:

Rule number one. Ask for the business in no uncertain terms. You are entitled to ask for it, so do it.

Rule number two. Ask for the business in such a way that it is difficult for the customer to use a blunt “no.”

Rule number three. After you ask for the business, shut up! Don’t say a single word until your customer responds.

Rule number four. If the customer doesn’t buy, keep selling.

Rule number five. Reassure the customer who does buy that it was a wise decision.

Rule number six. Don’t stop selling until the customer stops buying. Often a salesman is so elated over one order that he walks away from further business. Perhaps with a little persistence, the customer would have bought more. In the oil business, we had a pseudo-acronym, “DOSEQUA SEGAL,” which was a facetious way of reminding ourselves, “DOn’t SEll QUarts-SEll GALlons.” Don’t walk away with the sale of one puppy when you could have sold the entire litter.

Rule number seven. Always, always, always thank the customer for the business. The customer should be thanked three times: verbally, immediately after the sale, and by a follow-up thank-you note within 24 hours; and regularly during your contacts with the customer. Business usually goes where it is appreciated.

Remember, in closing a sale, it is dangerous to ask for the order in an unplanned manner (see rule number two). Some approaches permit the prospect to give you a definite “no.” The customer who has made a negative decision is obligated to defend the position. Pride may keep the customer from changing.

This situation brings up another excellent rule which may alleviate your anxieties when the customer says “no.” You can’t get a customer to change his mind, but you can get him to make a new decision based on further information. Keep selling!

If the customer gives you a blunt “no,” meet it with a question. “May I ask why?” That puts the ball back in the customer’s court. He will begin explaining why he took a negative stance. That might just uncover his real reason for not buying. If so, you have something to work with and you can keep selling.

How to Ask For the Order

There is no one best way to ask for the order and I could not tell you exactly what to say. But there are several methods that work well in the majority of cases. Naturally, you can modify these examples to fit your personality, your product and the people to whom you sell. These examples are not original ideas but are those gleaned from successful salespeople over the past 25 years. These closing techniques have a high degree of success frequency.

Assume He’s Bought

You close by indicating that the customer has mentally bought and it’s more a matter of writing up the order. In this case, you don’t actually ask for the order, just assume you have it. Here are some examples of the assumptive close.

“I’m sure you’ll be pleased with the traditional style. I can schedule it in our next production run. Okay?”

“This will start your protection by the first of the month. Will that be soon enough?”

“We can schedule delivery for tomorrow afternoon, okay?”

“What billing date would be most convenient?”

“Would an initial order of six cases be enough?”

“Will this be the only item you need to balance your inventory?”

It may seem that I have contradicted my own rules for closing sales, as some of these could be answered with a “no.” Admittedly, some could; however, I would counter with, “May I ask why?” The customer’s response to that question would keep the interview open for further selling, giving an opportunity to use a different close.

Give Him a Minor Choice

Giving the customer a small choice is one of the easiest of all closes to use and seems to be the favorite of most salespeople. A decision on the minor choice is obtained in such a way as to imply or involve a decision on the sale. The customer is given a choice between something and something, never between something and nothing.

“Will you be financing it or paying cash?”

“Would you prefer the three-bedroom or the two-bedroom model?”

“Which would you prefer, the ten-year or the fifteen-year plan?”

“Would you need the twenty-socket set or will the ten be sufficient?”

“Would you rather have the four-door model or the two?”

“Would you prefer it with or without the comfort rest feature?”

None of these is an actual decision to buy, but the answer implies the purchase. It is easier for the customer to make a minor decision than to make a buying decision. Either way he chooses, he’s bought. Stop selling and start writing.

Concession or Inducement Close

At times, you may have something special to offer to get an immediate decision to buy. This could be merely squeezing the customer’s order into a production schedule that is already full, thereby giving fast delivery. It could be offering something extra that is available to anyone who takes immediate advantage of the offer, such as price reduction, special discount, additional features, promotional materials, advertising assistance, display materials or special premiums. Each of these inducements, however, should be followed with a short assumptive close, such as “When shall I schedule delivery?” or “Which packaging will be most convenient for you?” Here are some examples of concessions or inducements:

“For the next six days, this carries an additional production clearance discount of three percent.”

“With a gross lot purchase, we will ship FOB your destination.”

“Orders taken this week will be delivered next Monday.”

“During March, each six-dozen-lot purchase will include this attractive display case.”

“During this promotion, for each six cases you purchase, we ship seven.”

“For the next sixty days, we will provide installation free of charge.”

Last Chance Close

The last chance close is closely allied to the concession or inducement close. It is used when you honestly state a condition arising in the near future that would make it favorable to buy now. Again, each statement of a last chance situation must be followed by asking for the business:

“Effective June first, we will have a three percent price increase.”

“The special promotion will end next Monday.”

“Effective October first, 11 percent rates will no longer be available.”

“The tax advantage will be lost at the first of the year.”

“Beginning next week, our delivery schedule will increase to four weeks.”

“This is the last week we will offer this advantage.”

Let me repeat, never, never, never use a last chance close unless it is absolutely 100 percent true. To do otherwise is not only dishonest but closes the door on any future sales. There is no place in professional selling for dishonesty.

The last chance close quickly develops a sense of urgency and will frequently get an order when normal circumstances would allow a customer to delay a buying decision. Human nature causes us to hate missing out on something. If it will not be available in the future, we want to get it now. Take advantage of every last chance you can, but follow each with a good strong close.

Similar Situation Close

The similar situation or narrative close is outstanding when properly used. Unfortunately, not every salesperson is a skilled storyteller. Almost everyone tries to duplicate the successes of others and avoid their failures. Following are several “success stories” that may spark an idea you could use:

“Harold Smith, one of our St. Louis customers, found, by analyzing his sales, that for 101 days in his selling season, he did not have a model 70-G in stock. Now he’s ordering two at a time and he still runs out before the next production run.”

“The XYZ Hardware Store found that moving this item to the prime impulse buying area and increasing the display to a gross lot increased sales 11 percent.”

“This particular model accounts for 7 percent of total sales in your own marketing area. If you would like to contact some similiar retailers in your area, they’ll be glad to verify that. Could I place the calls for you?”

“I presented this same proposal to John Duffy over in Middletown last week, but he decided to think about it until my next call. He called me last night and said he had already missed four sales. That’s a $260 loss to John, and I can’t do anything about it until I get there the week after next.”

Summary Close

In using this effective closing technique, you summarize the primary features you presented and the results they will produce for your customer. It puts the total perceived value back into the customer’s mind just before you ask for the order. These results must be in the customer’s mind; he must be thinking about them and be aware of them at the moment. Otherwise, they weigh nothing on the sales scale as far as your sale is concerned. Review these results, get them back in the customer’s mind, and go for the close.

“Mr. Simpson, as I stated earlier, this program will increase your inventory turnover, increase your return on investment and reduce your warehousing costs by nearly 10 percent. Would shipment next Monday be satisfactory?

“Mr. Tucker, the permanently bonded finish will eliminate your need for repainting, will be long-lasting, will resist peeling and will retain its attractive finish. If that’s what you want, let’s schedule you for Monday’s shipment.”

“Mr. Jordan, you have seen letters that prove the profitmaking potential of this model, that it will meet 60 percent of customer demands, and will reduce your man hours of labor by 5 percent. In view of these facts, is there any reason to hesitate?”

“Mrs. Kelly, you have seen how our shipment schedule meets your needs, our pallet delivery reduces your workload and our packaging fits your shipment procedures. Are you ready to improve your profit picture?”

Three-Question Nail Down Close

The three-question close puts the buyer into an immediate affirmative frame of mind and makes it easier for him to continue saying “yes” when you ask for the order. To use this technique, you ask the customer three rapid-fire questions to which you know he will agree and then follow up with a simple close. Naturally, the three questions you ask will either be about three points of agreement you had during the sales interview or they will be based on three points the customer will have to agree to because he has already committed himself – unless he wants to look like an idiot. Here are some examples of the three-question nail down.

“Mr. Casey, are you concerned about protecting your present sales volume?”

“Yes.”

“Do you want to guarantee your inventory turnover?”

“Sure.”

“Do you want to gain a competitive advantage?”

“Naturally.”

“Then let’s start this program now.”

The three-question nail-down can be used successfully with any product, service, or proposal. Just select three questions to which you are sure the customer will agree, immediately followed by a positive close. If you pick three pertinent points of agreement, your customer will find the offering almost irresistible. If he replies “yes” to the three questions, he’s likely to agree with your request for the order. It is difficult for anyone to reply, “yes, yes, yes,” followed by “no.”

Since We Agree That…

In this close, you recall three or so points on which you and the customer agreed, remind him of them, and ask for the order. For example:

“Since we agree that our delivery date is satisfactory, our packaging will reduce your warehouse time, and the terms are suitable, would you please approve this first order?”

“Since we agree that gross lots are more economical for you and our guaranteed return program will protect your investment, let’s get the order written up.”

“Since we agree that time is your major concern and our shipping schedule will meet it at a competitive price, may I phone the order in right now?”

This technique refocuses the customer’s attention to certain items on which agreement had been reached during the interview. It also takes his mind away from points of disagreement or concern that may cause resistance.

Keep One in the Briefcase

It is an excellent idea to hold back at least one good product feature that you might need as a clincher if all else fails. Many tough accounts have been gained with this technique.

There comes a time in any sales interview when it is apparent to both the customer and the salesperson that the latter should leave. At this point, the salesperson starts putting all his materials back into his briefcase. Thinking the salesman is on his way out, the customer drops his defenses. While the defenses are down, if the salesman has held back one outstanding product feature, there’s a good chance he can close a sale by selling that feature’s result. He might turn to the customer and try a close such as:

“Mr. Martin, isn’t it possible that our oxidation inhibitor could prevent a lot of your present customer complaints?”

“Mr. Sellers, would lubrication-free sealed bearings help reduce your maintenance costs?”

“Mrs. Julian, would our one-year free-service contract alleviate your concerns?”

“Mr. Carson, since freight costs are one of your concerns, would sharing a drop shipment with another buyer be of any help?”

These questions may well open the door for further selling, giving you an opportunity to restate some of your primary features and go for an additional sale.

Other Closing Techniques

No matter what close you attempt, let there be no doubt that you are asking for the business. Don’t hint around that you would like to have the business, ask for it.

There is absolutely nothing wrong with, “Mr. Skelton, may I have your business?” Frankness and sincerity will accomplish your objectives more effectively than cleverness.

Don’t waltz with a customer when it comes time to close. Ask for business in no uncertain terms. Here are some of the typical waltzes often heard:

“I surely would like to ship you one of these.”

“I think you’ll be making a mistake if you don’t buy.”

“This will be a real good deal for you.”

“You can see what this plan will do for you.”

“This is one of our bestsellers, and it will work for you.”

“This will sure make you a bunch of money.”

These are not closes at all, just laudatory statements. Remember, you do not have a close until you have put the ball squarely into the customer’s court and he is required to make the next move.

Regardless of what close you use, if you get the order, there is still one more close that must be used every time: “Is there anything more I can get (order) for you?” Don’t stop selling until the customer stops buying.

Every good salesperson gets turned down occasionally, but the difference between the outstanding salesperson and the average one is that the former always bounces back and tries, tries, and tries again – never less than seven times. If you want to be successful at selling, make this “rule of seven” a part of your professional life. It pays big dividends.

Excerpted by permission of the publisher, from A Motivational Approach to Selling, by James F. Evered, 1982, by AMACOM, Division of American Management Associations, New York. All rights reserved.

Copies of the book may be ordered directly from the publisher at $14.95 plus $2.25 for postage and handling at the following address: AMACOM Book Division, 135 W. 50th Street, New York, NY 10020, Attention: T. Mauser. (212)586-8100 ex. 569.