Entire books are dedicated to closing techniques. However, only a few examples will be given here.
“Closing With Questions” Technique
When a dealer asks a question during the close, always answer with a question to get a commitment.
Never answer a question in the close with a statement. The greatest master salesman (and the Son of God) ever was Jesus Christ and he always answered questions with questions. The format of the question would be somewhat like this. Examples:
- Dealer: “Can we get a store copy?”
- Field Rep: “Would you like a store copy?”
- Dealer: “Will (_______) send us leads?”
- Field Rep: _______ is inclined to send leads to stocking dealers. (Ask close question)
My Mother Told Me
After you ask the close question, you must “Shut Up.” Realize that the prospect is thinking and considering the options–balancing the budget to see if what you are selling is going to meet his needs and has more benefits than the money in his account.
You should allow sufficient time for him to respond. This will feel longer for you than for him (since he is thinking and you are anticipating). However, if it just seems too long, you can hurry it up just a bit by asking another question like the following:
“My good mother says that silence means consent. Was she right?” Smile, then wait again for another response.
“Assuming The Close” Technique
This close is self explanatory. In a very positive way you assume that the customer has purchased the product/eval as you give the presentation. A salesman has to have the outlook like he was given the job of going to a sweepstake winner’s home to give him the choice of taking a check for $25,000 or a new BMW. You should remember that you do not serve when you do not sell. Examples:
- I can see by your comments you feel the same way about (________) that I do. (Ask Close Question)
- I know that (_________) will help you to help your customers. Let’s get it in your store. (Ask Close Question)
The “Physical Action” Close Technique
In this close you do something that requires the customer to come to a decision. Since most people have a difficult time making decisions, the use of physical action in the close makes it much easier for a customer to decide.
- The order form close is one of the most effective. You begin by filling out the order form and asking question. If the dealer lets you finish, you’ve made a sale.
- Another good physical action close is to hand the dealer the order form when you ask him to buy.
“Best Deal” Closing Technique
The inducement to buy close appeals to the “get something for nothing” emotion that everyone has. You tell the dealer he’ll get a special bonus if he can make a decision “at this time” (avoid saying, “today” it sounds cliché). Most of these “best” deals will be determined by the vendor. Just make sure you know how to get some mileage out of them. Example:
- In the event you can decide to get an eval at this time I can also include a free T shirt, free copy, etc. (Ask Close Question)
- Right now, (________) has a special that if you order a copy from distribution within the next two days they’ll send you, absolutely free, an eval copy to start working with. (Ask Close Question)
“Secondary Question” Close Technique
The secondary question close starts with a general statement and then gives the prospect a choice of two different sales options–both assume that they are interested. Example:
- As I see it, the only decision you have to make today, is how soon you will start enjoying your eval copy. By the way, would you rather take (________) up on their offer to purchase it for cost ($50) or would you rather get it for free when you order a regular copy from distribution?
“Tie Down” Close Technique
Whenever you ask a question and then follow it with another question, usually a contraction, then you have used a “Tie Down” close.
The tie down encourages the prospect to answer the question–getting one more “yes” toward a sale. Also, if they disagree and give you a negative response then you’ve isolated a “red” light so you can handle the problem before moving on. Examples of tie down words include couldn’t, wouldn’t, Isn’t, etc. Example:
- This programs really is easy to use, isn’t it?
- Wouldn’t this Mitsubishi monitor be great to have? It would, wouldn’t it?
- Can’t you see how the Iomega Zip Drive could help you with the Rockwell account? It could, couldn’t it?
- You should try to answer a “buying question” with a ____________.
- Get something for nothing is an example of the __________ __________ ____________.
- You have some examples of tie downs, don’t you? List two tie down conjunctions that were not covered.
Closing Techniques Books
- Secrets To Closing The Sale – Zig Ziglar. Another “hard” sales skills. Zig is the perfect trainer (I have read almost every one of his books and wore out his tapes!)
- How To Master The Art of Selling – Tom Hopkins. Hard skills – closing, overcoming objections, essential for anyone who carries a bag.
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