Every question, comment, explanation, body movement and statement has a closing intent. It is almost an unconscious capacity; a deep inner knowledge that every action must bring you closer to the consummation of the sale. In isolating their skills and techniques, there are five major areas on which closers concentrate, either consciously or unconsciously. They are:
2. Value Creation
3. Objection Reduction
4. Applied Pressure
5. Sequential Action Strategy:
Develop an assumptive style and language. From initial contact to finalization of the sale, closers always exhibit an assumptive posture. It comes through in their statements, questions and attitude. Statements Product, company, benefit and personal statements are always assumptive. There are no questions about doing business together, no “maybes” or “ifs”; it’s strictly assumption of business. Find below sample statements of a good closer and a poor one.
- Good Closers: After we finalize this small order, we’ll ….
- Poor Closers: Do you want to go ahead?
- Good Closers: I wonder which package interests you, the Gold or the Platinum?
- Poor Closers: Are you interested in any of the programs?
- Good Closers: Our company is regulated by the SEC, FTC, and AG’s around the nation, what that means to you is a safe decision. Knowing what we present is real.
- Poor Closers: Other companies often lie about their results.
Objection Reduction Objections are common in selling. Almost everyone thinks of reasons not to buy a product or service prior to buying. Think about the last major purchase you made. As you were thinking about purchasing, doubts popped up. It’s human nature. Usually, all we need is the right answer to minimize the objection. Professional closers are masters at objection reduction. In examination of minimizing an objection, good closers:
- Create doubt: By creating doubt in the objection they actually minimize its effect.
- Ignore: Ignoring an objection gives it less validity.
- Trade off: They compare the objection to the value received.
Above all else, good closers always ask for the order after dealing with the objections. Applied Pressure What percentage of your presentation should be closing — 10%, 20% or 30%? You’d be surprised at the answer. In the top 5% of closers, the percentage of time dedicated to closing is 50%. That’s right, 50%! They constantly are looking at their presentation, asking the questions:
- How do my qualifying questions bring me closer to the sale?
- What tools/brochures/articles bring me closer to the sale?
- What step will move the prospect closer to the sale?
- What questions progress me toward the sale?
- Have I closed five times in this presentation?
- How can I create personal pressure to close the sale?
- How can I create external pressure to close the sale? Do
- my materials say, “Think it over” or “Buy now!”
- Sequential Action There is a logical game plan — a step-by-step approach to taking action.
Nothing is left to chance. There is no scrambling for the right way to deal with an objection. You know at least three ways to deal with the situation effectively. Every contingency has been thought about and planned, each one bringing you closer to the sale.
Closing skills are the canvas we must paint on. They are the foundation for master works of art. Like art, there are many different interpretations. Some you like, some you don’t, but the true art appreciator looks at all the various styles and selects the ones that are comfortable. In these posts, and 101 closing video or audio, you will find a number of closing techniques and approaches. They all work, so see which ones feel comfortable to you. Examine them all and try them out.
Strategy: Use the Alternative Choice Close One of the oldest and most effective closes is the alternative choice close. Rather than asking for the order, ask a question to which the answer is yes, or yes. For example: Would you like that in blue or red? Do you want two or three years of service with the computer order? Did you want 500 or 1,000 units? I can meet with you at 4pm on Thursday or 9am on Friday. A half or a full order? The answer to the question is a sale no matter what. What are five alternative choices you can use in your business?
You should know 5 closes off the cuff. And a few extras, for specific situations. The spouse who objects. The “I am going to try do it my self”.