11. Closing Techniques B
Continuing Sales Closes
20. Can you Qualify? They have to sell you, like when you have other bids for a house, medical history for health insurance, or whether they can get in to your school, club, etc. Classic reverse psychology, people want what they can’t have.
21. Five Yeses. Ask 4 questions that rely on information already obtained (needs or preferences, always will elicit a yes) followed by a 5th assumptive closing question such as “will delivery tomorrow afternoon around 3 pm work for you?”
22. Peer Pressure. “Everyone else has one, you don’t want to be left out do you?”
23. Sudden Death. Hand customer order form and tell him either it’s a good idea and he ought to go ahead and buy, or it’s not a good idea and he ought to forget it!
24. Higher Authority. “You may not know it, but your boss (or other managers) really likes our product.”
25. If Free? Ask “what if it were free?” to try and force prospect to reveal real objection.
26. Vanity. “Your friends will be so jealous when they see you in your new car!”
27. You’re Not One of Those, Are You? During presentation state how you like dealing with professionals who are decisive and don’t procrastinate.
28. Guilt. “You had me drive all the way here and spend all this time showing you the product and now you aren’t going to buy, (or make a decision)? Also, “don’t you owe it to your family to have enough life insurance?”
29. Beg. Plead again and again while you weep miserably. Pictures of the kids and a dog (preferably thin and scraggly, kids too) helps a lot here.
30. Pity. Say you will be fired if you don’t get order, and then ask directions to a bridge or high building.
31. Fraud. Ship unordered product with an invoice. Who knows, maybe they won’t notice and will pay you. On second thought, just mail the invoice.
32. Forgery. Just steal one of prospect’s checks and forge his signature.
33. Tantrum. “Jump up and down and threaten to hold your breath unless he buys!”
34. Threat. “If you don’t sign I will shoot you” (then show a gun)! Tell em Don Corleone sent you. Smile is optional ;).
99. Satirical. I hope you realize I’m being satirical. Or am I?
Stealth
1. Taking Responsibility. If prospect says no, say ‘I blew it, I sincerely believe this offer is good for you, I must not have done a good job, where did I go wrong?’ When he tells you objection, ask if you can correct your mistake.
2. Power of Suggestion. Plant suggestions that he will like product and buy during demo. At end, remind of suggested benefit and ask for order.
3. Demonstration. Before demo, ask if you can do (benefit), will he buy? Then prove it during demo.
4. Change Places. Tell prospect you don’t know what to do, what would he do if he was you right now?
5. Real Reason. If no, say that you know he is not going to buy, just before you leave ask ‘what is the real reason?’ Then apologize for not explaining and close.
6. Minor Point. Get approval on minor points, like color or size preferences, state that you can deliver it, and assume order.
7. Bigger Order. Assume prospect wants much more expensive item or larger quantity than you know he wants. When, or maybe if, he objects, suggest smaller more reasonable amount or quantity.
8. Obligation. “You sure are lucky to have such a great husband who will buy this for you . . .” obligates the husband big time.
9. Second Problem. When I got here you had one problem, now you have two, how to get rid of me. If I leave now you still have your original need. Let’s figure out how to solve it right now.
10. Follow the Leader. If prospect is status conscious, drop names of impressive customers.
11. No Callbacks. State, with conviction “I’m sorry, but I never make callbacks, I’m much too busy. While I’m still here, what haven’t I explained sufficiently for you to decide?”
12. Bandwagon. Tell prospect how busy you are and how you can’t keep up with demand from people wanting to see you! Everybody loves a winner.
13. Add-On. Proposing an inexpensive option or accessory. If prospect agrees to add-on, he agrees to buy main item. “Would you like a green tie to go with your new suit?”
14. Factual Question. Ask a question that when answered implies permission to complete order, such as “what’s todays date?,” or “what is the exact spelling of your last name?”
15. Puppy Dog. “Why not take it home and try it for a few days?”
16. Preference. Similar to classic assumption close, except using prefer, as in “would you prefer delivery Tuesday or Wednesday.
17. Reverse Psychology. As in “you don’t really want this car, do you?”
18. Ascending. Series of questions, from general (do you have a car now?) to specific (you said you like green, right?) each requiring a yes answer. Prospect gets so used to saying yes that it is hard to say no when you ask him to buy.
19. Columbo. Named after the famous disheveled TV detective. Pretend your going to leave, and just as you are stepping out the door, turn around and ask what’s the real reason he is not buying today. When you get an answer, say “I didn’t explain that? I’m sorry. Let me do it now . . .”
20. Gotta Go. I a hurry, would love to chat but I’ve gotta go do X. By the way, did you want to buy?
Some of the above closes are ingenious, some ridiculous, and some can be considered unethical. Any of them may work some of time, for some prospects, in certain situations. They can also backfire by coming across as manipulative, rude, and unprofessional.
Which closing technique will help you if, after two hours demonstrating your product, you find out the following from the prospect?
1. Prospect wants product but has recent bankruptcy and insufficient funds.
2. Prospect is not really the owner, but only the manager pretending to be the owner.
3. Prospect doesn’t understand what you have been talking about but was too meek, or polite, to interrupt.
4. Prospect doesn’t see what all this has to do with him?
5. Prospect says your product costs way too much?
Would you use the alternative close “do you prefer delivery Tuesday or Wednesday?” Will that make him buy? How about the Benjamin Franklin close “ I’ll list all the reasons you should buy . . . “ I don’t think so. Closing techniques will not make up for not finding out the customers situation, problems, desires, and goals. They will not make up for doing a disorganized, incomplete, disinterested, or boring demonstration.
The ideal situation is a fast yes at the end of your presentation. But sometimes you get a stall. Consider this scenario. You have just spent two hours establishing rapport, asking intelligent questions, and performing an outstanding exciting demonstration. You know the customer needs, can afford, and wants your product. He is authorized to make the decision himself right now. He says “You have done an excellent job explaining your product but I want to think it over. Why not give me a call next week?”
Which closing technique would you use now? I can see lots of possibilities. Many of the above closes could work. The point is that the proper use of closing techniques is to overcome a prospect’s stalling and indecision.
Use closing techniques to overcome stalling and indecision, not lack of selling skill and effort.
Many people find it difficult, almost painful, to make a decision. They expect and appreciate your making it easy for them.
For a sale to occur, the prospect must act. Before he will act, the prospect must feel a sense of urgency about changing and improving his situation. He will only do that when he feels pain associated with the present situation and sees a compelling solution in your product. The pain and solution are brought about by asking questions. And questions will only be answered fully and honestly if the prospect feels that you are going to act in his best interest. A certain rapport has to be established.
To make a sale, you have to ask for the order. Many don’t. Here are 10 reasons why sales reps don’t try to close:
1. Fear of failure
2. Rejection too emotionally painful
3. Too timid, not assertive, lack of self confidence
4. Lack of knowledge, training on closing techniques
5. Never occurred to them that they should overtly ask for the order
6. Don’t want to make waves, impose on ‘friends’, or pressure anybody
7. Not in a hurry to get order, can always come back
8. Don’t need sale, or commissions
9. Want to get fired to collect unemployment
10. Slide right past the close, customer already signed order, and is writing the check!!!