Sales Closing Techniques

by admin on May 29, 2010

There are a number of sales closing techniques that you can learn with different ones applied in different situations. Each salesperson might be more comfortable with one or another. As a business owner, you want to be certain that your salespeople become exposed to a number of different techniques so they can choose the one they prefer depending on different selling situations.

Here we’re going to discuss the more common closing techniques you and your  salespeople could be using.

#1    The Ben Franklin “T”.
Using a “Ben Franklin” close, you actually assist the prospect in identifying all the advantages of buying your product down the left-hand side of the T and list all the disadvantages down the right-hand side.

Then you and the prospect analyze the items on the list and identify the strengths and advantages while overcoming the disadvantages.

The goal here is for the advantages to outweigh the disadvantages and close the deal.

#2    The Take-It-Home Close.
In this technique, the salesperson allows the prospect to actually take the product home or try out the service. The idea is that once this happens, the prospect will be unable to part with the product or service and must have it.

There is a story about two salesmen who sold horses. One had the prospect come in and showed him the horse, told them everything about it, and tried to make the sale. The other said, “Here, take this home and give me a call in a week. If you don’t want it, I’ll come and get it.” Once that horse was there and the young daughter fell in love with it, there was no way that horse was going back.

A recent example I experienced was an air ionizer you put in your home and it cleans the air electronically through ionization. The gentleman selling these drops them off and leaves them in your home for 30 days. At the end of those 30 days, he will come pick them up if you don’t want them. By then, the assumption is that people will want them.

#3    Subject-To-Approval Close.
This allows a salesperson to actually close a sale, but do so subject to certain contingencies. In other words, it’s up to the salesperson at this point to really do some work when possible to assist the prospect in removing contingencies thereby making the sale official.

#4    Take-Away Close.
I prefer this one. It’s human nature to want what one can’t have. The salesperson says things like, “This product isn’t for everyone. It’s a certain kind of person who can appreciate this service.”

#5    The Standby Feel-Felt-Found.
This approach is intended to establish empathy with your prospect’s situation in an effort to persuade them that you or a prior customer has actually dealt with their situation. I know how you feel. I’ve felt the same way before. I have found … This way the salesperson can move forward to close the prospect from a more personal or empathetic point of view.

#6    The Order Form Contract.
Sometimes the prospect might need a little encouragement. It’s useful to actually take out the Order Form or the Contract, put it in front of the prospect, and instruct them to complete that part of the form. “I’ll complete the rest”, the salesperson says after they request the client to approve the paperwork.

Never say, “Sign the contract”, which has a very negative connotation. It appears too binding and rigid to your prospect.

#7    “If We Do This, Will You Buy?”
This is used when they haven’t heard enough reasons to buy yet. The salesperson needs to identify what it will take for the prospect to break down and buy. Once the specific item or number of items they want have been promised, the sale can be closed.

#8    Presumptive Close.
Under this method, the salesperson actually goes on the assumption or presumption that the prospect has already decided to buy. The salesperson might talk about how a prospect will enjoy the product or service or how the benefits might be enjoyed.

When the prospect gets in the habit of talking, feeling and thinking like they already have the item, the sale is almost all but completed.

#9    Informational Close.
If the product or service is such that the prospect needs more information in order to make up their mind, then the more relevant information the salesperson can share, the more likely the prospect is to buy.

#10    Overcoming Objectives.
As a salesperson, you can identify the prospect’s specific objections to buying and focus on ways to overcome those objections. As you successfully accomplish this task, the close will follow right afterwards.

#11    Instructional Close.
If the close requires the buyer to know how to use the product or service, it is critical that you provide detailed instructions where applicable.

#12    Directive Close.
This is when the salesman actually talks to the prospect and tells them exactly what to do. He/she directs them such as, “You need to step to the back of the room. Go over to that table and sign up for our program.” Some prospects want to be told exactly what to do, and if you tell them, they will respond by buying when told to do so. It’s one of the easiest ways to make a sale.

#13    Exclusivity.
You indicate in all the marketing you do that your service is very exclusive. A dentist that we heard of began locking his door and only allowing customers or referrals from customers to enter and nobody else. He communicated with his customers and indicated he only dealt with referrals. Soon, his practice was thriving because everyone wanted in.

Whatever the techniques you and your employees learn and implement, an awareness that sales techniques are available is essential to go a long way in your business sales efforts.

Stop Talking. Close The Sale.

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