Magazine article Success

Closing Time: Three Classic Techniques Still Work to Close the Deal

Magazine article Success

Closing Time: Three Classic Techniques Still Work to Close the Deal

Article excerpt

Vince Lombardi once said: "Winning isn't the most important thing; it's the only thing." The same thing can be said about the sales close. Closing should be so automatic at the end of a sales presentation that the transition will occur as a normal and logical course of events. When done well, the close is an integral part of the presentation.

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Here are some techniques that will promote a positive decision by the customer:

The Approach Close actually starts at the beginning of your meeting with the prospect when his sales resistance is likely to be at its highest. You offer a deal by saying, "Mr. Prospect, I won't try to sell you anything right now. But I ask that you look and listen to what I have to say about why others have bought this product and then honestly decide whether or not it applies to your business. Will you do that?"

Most people will naturally be curious and say, "OK, why not?" At the end of the presentation, remind your prospect that he promised to tell you whether or not it applies to his business. He's then obliged to give you an objection or a reason that provides you with a perfect opening to continue selling.

The Demonstration Close is another close you set up at the beginning of your meeting. Ask a seemingly hypothetical question, such, as, "If 1 could provide you with a marketing incentive program that would increase sales 25 percent, would it be worth an investment of $5,000 to get it?" The question immediately changes the subject from whether he will even listen to your presentation, instead, to a question of what it would be worth to the prospect for you to make good on your claim.

The Invitation Close is one of the most effective closing techniques, and one of the simplest. As you get to the end of the presentation, without hesitation, issue the invitation: "Why don't you give it a try? …

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