Eight Classic Closing Techniques
1. The Alternative Close: This method can be used to close practically any type of sale. The “which do you prefer” technique allows the salesperson to try for a definite decision without the risk of a refusal to buy. You lose nothing by using the Alternative close. You have everything to gain. The prospect may say, “I haven’t decided yet,” but that will merely give you the opportunity of continuing the sale.
Use choice of color, choice of position for installing, choice of delivery date – any alternative you can think of that is applicable to your goods. If your sales story has been right, this close is all that you need to encourage the prospect to buy.
2. The Concession Close: The salesperson who is able to grant a concession on the completion of his or her sales story can often supply that extra incentive necessary to get the order. The concession can be one referring to free showcards, advertising, special campaigns, delivery date, or any service you can give your customer.
3. The Summary Close: The salesperson using this close summarizes all the benefits which a buyer will receive when the buyer places the order, and then, with a smile the salesperson says, “I know you wouldn’t want to be without it.” The salesperson then fills in the order form, assuming that an order is going to be placed.
4. The Verbal Proof Story Close: Keep back one strong story referring to a customer who has bought your equipment and benefited considerably from the purchase. Use this final story to remove the prospect’s fear of buying and, having said it, begin to fill in the order form.
5. The Fear Close: This close should be used with discretion. Many buyers react unfavorably to it, and it has antagonized many a buyer. On occasion, however, it can be effective.
The Fear close can be used, for example, by a salesperson selling fire extinguishers, or insurance, or by salespeople selling goods which may be in short supply later.
6. The Possessive Close: This is quite a simple close. It means that the salesperson implies that the customer is going to buy, long before he has arrived at any decision. A typical sentence would be: “When you have this fitted, you will want it in a prominent position.”
7. The Closing On A Minor Point Close: In this case, the salesperson avoids the main issue, but gets the customer’s approval on a minor point. For example, “Do you prefer this frame?” or “Do you need extra advertising leaflets?”
8. Ask-for-it Close: This means just what it says. The salesperson asks for the order, and sometimes, when all else fails, that is the best way to close. In any event, if you have tried every other method without success, always ask for the order before you leave the prospect.
Now work out ways of using each of these closes with your own product. You will then be able to use the right technique at the right time.
When To Close
Close when you know that your prospect understands your proposition. Never attempt to close an order until you are sure that your prospect understands everything about it. If you close orders without a full understanding, you risk having the order canceled. Even though you have a full understanding of your product, remember that your customer does not. Just because a prospect looks interested, it doesn’t mean that he or she understands everything you are saying about the product. There is only one way of making sure that your prospect understands, and that is to ask questions: “You agree with that, don’t you?” or “That’s right, isn’t it?” or “It will do that for you, won’t it?”
Know the difference between “really” and “want.” Many a prospect will say to you, “I really ought to talk this matter over with my husband (wife).” When you get this response, you know that they don’t need to talk it over at all. You can close. If your prospect says, “I want to talk this matter over with my wife,” that’s a different story. Then you have to go on selling.
The Victor Hugo Close
On a recent call, an insurance salesman used the following close successfully.
He told the prospect the story of a neighbor who had once been a successful businessman, but had lost his money through ill-health and had to live with one of his children. The old gentleman was so shabby that he wouldn’t go out during the daytime.
The prospect was unimpressed until the salesman said, “You know, Victor Hugo had it right when he said, `Nothing, not even prison bars, can hold a man as securely as can poverty in old age.'”
The salesman says that this one quotation has brought him many, many sales.
