10. Closing Techniques A
Sales Reps Should Master Closes
There are a wide variey of closing techniques. Some of these are endlessly repeated in books on sales – it seems each author copies those from other authors and perhaps adds one or two originals. I have collected as many as I could possibly find and then added a bunch of my own. 93 total which should be the most ever compiled in one place.
I am most definitely NOT suggesting any specific closing technique. Some of are more effective than others. Some outrageously coercive. Some illegal. The purpose here is to make the serious student aware of the existing state of the art and perhaps to inspire to create new methods for field testing.
They can be grouped in categories as follows:
Just Ask
1. Will you buy? What can possibly be simpler, just ask (and then shut up!)
2. Ask Again. Answer objection, ask if there are any other concerns, then ask for order again (repeat steps as needed).
3. What will it take? To earn your business? Get an order today? Get you to switch to us?
4. Silent. “Is this what you wanted?” “Are we all set?” Then say nothing.
5. Sold Yourself? Simply ask “have you sold yourself yet?”
6. Invitational. Invite prospect to buy. “Why not give us a try. Why don’t you take it? When would you like it delivered?”
7. Delivery in your Area. Call all customers in a given area and say ‘we have a truck in your area tomorrow, is there anything we can put on it for you?
8. Probability. “On a 1 to 10 scale with 10 meaning you are ready to order, where are we now?” Then “what would it take to get a 10?”
9. Alternate Vendor. Ask to try you out as an alternate or backup vendor.
10. Trial Offer. Ask to try you out on one order, or for limited time.
11. Sell Twice. After order, ask if they would also like (a specific item) as well.
Assume the Sale
1. Classic Assumption. “I’ll ring it up for you.” This is actually a relief to most prospects since they are not forced to explicitly decide.
2. Order Signing. Simply hand order form to prospect and ask for okay at the bottom.
3. Order Form. Fill out as you go along, then show prospect and ask if correct, then ask for OK. Works great for reorders.
4. Calendar. Take out calendar and give options for delivery, install, training, etc. dates asking which would be most convenient.
5. Ignore No Answer. Pretend you didn’t hear a no and proceed with order write up (ask any six year old how this one works).
6. Prescription. Based on what you have told me, you need . . . Write it up and sign.
7. Action. Start calling people to schedule things, go to stockroom and get product, ask where prospect is parked, walk with prospect to inspect where you will install, etc.
8. Sick of Shopping. “I’ll bet you’re happy now that you don’t have to waste your valuable time shopping anymore.” Write it up.
9. Congratulations! “Congratulations! You just found the best deal anywhere.” Shake prospect’s hand vigorously and smile a lot. Write it up.
10. Lucky. “Boy are you lucky! You now have the best _________ anywhere.”
Alternative Choice
1. This Or That? “Would you like the brown suit or the blue?” “Cash or charge?”
2. Choice of Three. People tend to get confused and procrastinate when faced with too many options. Select three and ask which they prefer. Note that with choices in order of increasing price, the middle option is considered safest is most likely to be selected.
Deal
1. If I, Will You? “If I can reduce the price by $X, will you buy today?” “If I can get it to you by next week, can you order now?” “If I throw in (an option) for free?”
2. Wedding Cake. Instead of asking for all of prospect’s business, ask for just a slice, drawing a picture of a cake on note pad.
3. Compromise. Let’s compromise, instead of 10, start with 5.
4. Sales Contest. Say you will give special deal since you almost qualify for prize.
5. What will it Take? Ask “what it will take,” or “Is it the price?”
Lists
1. Benjamin Franklin. Explain history, tell prospect you will list all reasons to buy, then he can list why not. The longest list decides the question.
2. Criteria For Ordering. List of all considerations for order like price, service, delivery, reliability, warranty, etc. Get prospect to agree which are important. Show how you meet each point and ask for order.
3. Options Lost. List benefits they will lose by waiting like monthly specials, delay in delivery, gain for month not using product, etc.
4. Objectives Checklist. During demo, list prospect’s objectives. At end, hand to him and ask to rank order of importance. Review how all were (hopefully) met and ask for order.
5. Order Form. Say “you have decided to get . . .” while going over each item, point by point. At end instruct prospect to authorize at X.
6. Summary. List all major features and benefits discussed during presentation, get point by point agreements, and then ask for order.
7. Balance Sheet. Calculate financial advantages of buying versus not buying. Also can compare prices or advantages to competition.
Testimonial
1. Happy Customer Story. “So & So Company wanted to wait too, then they decided to buy and are now happy because…”
2. Endorsement. So & So wanted to wait, then they were glad they bought, let’s call him so you can ask him yourself, or show testimonial letter.
Intimidate
1. Fear. Better buy (insurance) now before something bad happens.
2. Scarcity. “This is the last one in stock, maybe you should get it now?”
3. Price Increase. “You can wait if you want, but price will increase next week.”
4. X Marks The Spot. Hand order form to prospect with X clearly marked, say you will be back in a few minutes, and leave room for awhile. When you return, if not signed, give pen, wait, and shut up.
5. Long Walk. Say that you are going to leave for 10 minutes so prospect can consider offer. This obligates him to consider now and give an answer.
6. Say Yes & Wait. If a prospect says no because your price is higher, say “yes it is” and shut up. Wait for prospect to suggest reason, like “I suppose you will tell me your quality is higher.” Then say “yes it is” and shut up.
7. Phone the Boss. For a verified final objection, ask to use phone to call your boss, if boss agrees ask if prospect will order now if you meet his terms.
8. Coffee Pot. Serve coffee that’s too hot to drink, prospect has to hang around, feels obligated to buy.
9. You’ve got to be Kidding. If prospect stalls, act like you are going to leave, ask who you might call on who could use product, write down referrals, then say “you’ve got to be kidding, you consider my product good enough for your friends but you won’t buy?” Then review why he should buy now.
10. Indecision. If prospect stalls, quote 5 Star General Colin Powell “Indecision costs us billions, much more than wrong decisions.” Review benefits and ask for decision.
11. Big Gun. Bring your boss in to impress prospect and help close.
12. Sharp Angle. Regardless of objection, ask if you can meet demand, will he buy?
13. Sales Book. Show part of a sales book which says that wanting to wait means not saying what real objection or concern is, then ask what it is.
14. Provocative Statement. Make bold statement like”‘I’m not sure you can afford our product,” or “I need a serious offer to take to my boss.” Goal is to get them to prove they are serious, can afford it, aren’t playing games, and so on.
15. Negative. Act like you don’t need the business, let them sell you.
16. Loaded Yes. Phrase question so prospect must say yes, “you do want faster performance don’t you?” Repeat and assume order with affirmative response.
17. Sign and Take. Acknowledge he won’t buy, ask him to sign order form but keep and take with him to remind later how he passed up great opportunity.
18. Little Mistake vs. Big Mistake. Buying smoke detector is a little mistake if you never need it, but not buying can be a big mistake!
19. I Need Your Business. Just say it, and ask for order again!