A “close, ” as you know, is a stylized way of bringing a sales conversation to a positive conclusion. Technically, it is the place at which we ask for approval.
We’re seeking a yes, but not in a way that sounds dumb, insecure, or undeserving. Thus, we’re not asking: “Would you like to buy this?” though this is probably better than not asking at all.
A close is stylized, there’s thought put into its construction.
In a prior article I analyzed one of my favorite closes: “So, let’s move forward and I know you’ll be pleased, okay?”
It’s a tie-down close, also known as an assumptive check-back close. This means we make a decision and then check it with the buyer for a quick endorsement.
“So, let’s move forward and I know you’ll be pleased” is a decision. We’re saying we’re moving from here to there.
And then we seek an “Okay, ” a reflexive, knee-jerk approval to our “Okay?”
Another, tried-and-true way to ask for the order is the “choice” close. It is quite simple.
A prospect is looking at a shiny, new Porsche in the showroom and the seller comments, “It’s nice in the red, or do you prefer the blue?”
Just two people having a pleasant chat, but suddenly the car’s admirer made a commitment, if only to the color. Next, they can talk about the horsepower, the smaller or the larger engine, and after that they can weigh in on buying or leasing.
Before you know it, a staggered series of choices leads to a sale.
A choice close is perfect for setting appointments.
“The schedule indicates a good time to stop by and say hello will be Tuesday at 10, or will Wednesday work out better for you?”
You don’t want to complicate a choice with, well, too many choices. For instance, in the last passage the ONLY choice was the DAY of the proposed meeting: Tuesday or Wednesday.
We don’t want to say: “The schedule indicates a good time to stop by and say hello will be Tuesday at 10, or will Wednesday at 2, work out better for you?”
Cognitively, buyers have difficulty thinking of BOTH days and times, simultaneously.
You can even use it with kids: “Your chore for the day is to either clean up the kitchen or wash the car; which do you prefer?”
Whatever they choose, you win!
Best-selling author of 12 books and more than 1,000 articles, Dr. Gary S. Goodman is considered “The Gold Standard" in negotiation, sales development, customer service, and telephone effectiveness. Top-rated as a speaker, seminar leader, and consultant, his clients extend across the globe and the organizational spectrum, from the Fortune 1000 to small businesses. He can be reached at: firstname.lastname@example.org .