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All closes are not created equal. In mall cart sales, high volume salespeople
realize that every customer has specific needs and every situation demands its
own close. The main reason customers say “no” is a fear of making a
decision. They say “no” even if they want to buy from you. So, when a
customer says “no”, you must re-sell with more benefits and close again. In
order to do this, you must have more than one close to use. Otherwise, they will
leave and go buy from your competitor. While you may have found certain closes work better than others, that
shouldn't deter you from using a variety of closes depending on the situation.
Don't sell someone. Instead, you make him/her want it. So the close is the
natural ending of a good sales presentation.
By learning the 15 trial closes listed here, you'll stand a better chance
of getting more sales. The Puppy Dog Close This close gets its name from the pet store closing technique of letting
customers hold the animal they want to make it harder to resist. This close lets
your buyers see for themselves your product's quality. Make sure your customers
hold, taste, feel, wear, try out your product. For example, take the watch out
of the box and put it on the customer's arm. Once they have experienced it, it
will be easier to get them to buy. The Hot Button Close Warm up your customers by pushing their hot buttons - emphasizing those benefits you know they find irresistible. In the following script, the salesperson uncovers price as one of the customer's hot buttons and emphasizes that the more expensive T-shirt will actually save her money in the long run: Customer: “I like this T-shirt but it's pretty expensive.” Salesperson: “Less expensive T-shirts tend to wear out easily and shrink. This shirt will last you a lot longer and give you more use so will actually cost you less in the long run.” The Power of Suggestion Close Help your customers to see themselves using your product. Speak to them as
though they already owned it, and tie in a hot button benefit to its use:
“When you use these vitamins and herbs, after only a few weeks you'll notice
that you have more energy and that you feel healthier.” The “Yes-Yes” Close The “Yes-Yes” close builds a chain of “yes's” to questions the
salesperson asks to help lead the customer into saying yes to the sale. To put
the customer in the habit of saying yes, ask questions you're sure will get
affirmative answers: Salesperson: “Do you believe in good quality?” Customer: “Yes.” Salesperson: “Do you want a gift she will remember forever?” Customer: “Yes.” Salesperson: “Are you interested in your children's education?” Customer: “Yes.” The Invitational Close If you want it, you have to ask for it. Don't just wait for the customer to
say, “I'll take it.” They don't. Make a persuasive argument for your
product, including the reasons why your customer should buy, then invite them to
do it. Say, “Why don't you give us a try?” “Go ahead and do it.” The Sharp Angle Close The sharp angle close uses the customer's questions and comments to help you
get them to buy if you can provide what they want. Instead of immediately
assuring your customers you can meet all of their wants and needs, ask them if
they'll buy from you if you do meet them: Customer: “I would prefer red.” Salesperson: “If I have it in red, will you buy?” The Switch Place Close When all else fails, ask your buyer to tell you what he would do to make the
sale. You might get a quick lesson not only on how to sell this buyer but on how
to sell more effectively to your other customers: Salesperson: “Mr. Customer, if you were selling a customer and you didn't know why he wasn't buying, what would you do?” If you get an evasive answer, ask, “Is it me (the price, color, etc.)?”
then ask, “What would have to happen for you to buy?” The Commitment Close This close helps ward off the “I'll think about it” objection by obliging
the buyer to make a decision on the spot: Salesperson: ‘All I ask is for you to look at what we have to offer and you tell me if you like it.’” If your customer agrees, then later says he wants to think about it, nicely
say, “You said that you would give me an answer now.” The Summary Close To use the summary close, simply reiterate the customer's needs and wants,
and how your product satisfies them: “From what you told me, you want a gift
that can be personalized, is suitable for a business associate, and fits your
budget. These pen and pencil sets are exactly what you need. Don't you agree?” The Testimonial Close To build credibility and reassure your customer that she's making a wise
decision, tell her about the success other people have had with your product.
Collect letters or stories and share them with your customers to eliminate
buying anxiety: Customer: “I'm not sure this will work for me.” Salesperson: “These people use these skin products and they have had
fabulous results. You will, too.” The “Just Suppose” Close In this close the salesperson asks customers if they would buy if their
objections didn't exist. This tactic also helps you uncover and address hidden
objections: Customer: “Your price is too high.” Salesperson: “Just suppose you felt our price was fair — would you buy then?” The Readiness Close This close checks the client's “buying temperature.” With it you can also
find out if you are on the right path with your presentation or if you need to
change course. The great thing about this close is that it doesn't end your
presentation but instead tells you what direction to go. A. “Does this make sense to you?” B. “How do you feel about this so far?” C. “Is this what you wanted?” D. “Is this an improvement for you?” The Ben Franklin Close Since few salespeople can offer customers the perfect product, it's often
difficult to overcome every one of a buyer's objections. When an unanswered
objection stands between you and a sale, make a list of benefits vs. objections
(just make sure the benefits far outweigh the objections!) and present them to
your buyer and say, “As you can see, the reasons for buying outnumber the
reasons against.” The Alternate Choice Close Sometimes the easiest way to make a sale is to decide for the buyer. Instead
of offering customers the chance to say “no” to your product, give them a
different choice to make: “Do you prefer this in red or black?” or “Would
you like the tape recorder with voice activation or without?” The Reverse Close The reverse close turns customer's reasons why they shouldn't buy into reasons why they should. When your customer voices an objection, think of a benefit to that objection and add the phrase: “That's the very reason you should buy.” Customer: “Your price is too high.” Salesperson: “That's the very reason you should buy. The slightly higher price buys you a higher quality, longer lasting product that will save you money on maintenance costs.” Whatever your product, good selling depends on good preparation. The more closes you know, the better you're prepared to face that moment of truth at the end of your presentation. Instead of locking yourself into two or three closes, give yourself more options — more chances to make the sale. Remember, you need to ask customers to buy more than once because of their fear of making a decision. With so many effective ways to close a sale, odds are you'll be able to choose more than one to close your next buyer and get that sale! |
