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The Psychology of Selling
Winning Closing Techniques - II
SELF-ASSESSMENT
1. Do I understand how and when to use the alternative and secondary closes?
2. Do I understand how and when to use the take-away and puppy-dog closes?
3. Why is the Ben Franklin close so effective?
4. Under what circumstances would I use the order sheet close?
S. Do I understand how and when to use the walk- way close?
6. Do I ask for referrals after a sale and use them to call on new prospects?
SUMMARY
Following are some of the simplest, most popular and most powerful closing techniques that have ever been developed.
The secondary close involves closing on a minor point in the sales presentation, acceptance of which denotes. acceptance of the entire offer. For example, the person. is looking at a refrigerator and you say, "Will you want this in blue or green?"
The assumption close assumes the sale has been made. The person hasn't said yes or no and you say, "Would you like us to deliver this to your home this afternoon, or will tomorrow be all right?" The take-away close is also very powerful. When the person is hesitating, you. halt the presentation and say, "Oh, just a minutes Before we go any further, let's make sure we can get this model for you."
The summary close is excellent when you make a detailed list of of all the benefits the customer will enjoy from the product, then rank them in order of importance and plan your presentation to introduce them in order. Watch for the one or two benefits that seem to be of greatest interest, and repeat them over and over.
The puppy-dog close sells billions of dollars worth of products. It involves letting the prospect touch, taste, feel, hold or try out the product or service. Use this close if you have a product that a person can test-drive, for example, or take home.
The Ben Franklin close is considered by many to be the best close of all. Take out a sheet of paper, and draw a line down the center. On one side, you write reasons in favor of going ahead with the decision. On the other side, the customer writes reasons opposed.
Another close is the order-sheet close. When the prospect comes in or when you begin talking with the prospect for the first time, take out an order sheet or a sales contract, or whatever form you use, and start
filling it out. A variation is simply to take out the contract or the order blank at the end of the discussion and begin filling it out.
The relevant story close is powerful because people like stories. In this close, you simply tell a story about a happy client who was as hesitant as the prospect but followed your advice, bought the product and was very pleased with it.
When you use the walk-away close, you assure the prospect that you have been selling this item to repeat customers for years, and that most of them had shopped opped around before they bought from you. The today-only close requires that you create a reason to give the customer a special deal that is a now-or-never proposition, or good today only. When the prospect is determined to shop shop around, use the go-ahead close, tell him to go ahead but you know he will come back to you for the best deal
The lost-sale, or doorknob, close is used when the customer has refused to buy. As you get up to leave, ask the real reason he didn't buy. When he gives that reason, go back in and try to close again.
Every buyer or nonbuyer is a source of referrals. A referral is worth 10 to 15 times a cold call. After the sale, you should take the referrals and immediately call on the new prospects. If you develop a system for obtaining and following up on referrals, you can greatly increase the quality of your sales calls.
SELF-HELP
1. List five minor points in your presentation that you could use in a secondary close for your product.
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