Close more Sales ? Make more Profits By Frank Furness
Closing sales is always easier if your preparation is done well
upfront. The more you know about your client and the more you
anticipate objections and cover them during the interview, the
easier the close will be. In many cases, if the sales person
conducts the sale properly, the prospect will close the deal
himself, and this should be the aim for the sales person ? it
implies that the salesperson has done everything correctly
during the process. It?s only if the full sales process has not
been followed that the salesperson would need to overcome a
number of objections and know how to close. Research shows that
top salespeople know when and how to close, this should be your
aim. Remember the old Golden Rule, after asking a closing
question, just ?shut up?. He who speaks signs?.. Here are a
number a closes and scripts, learn and use them well. The
Assumed Close ? This is the close you would use most of the
time. If you have followed the complete sales process, just
assume that the person wants to buy and assume the close and
start completing the order forms. It would go something like:
"Are you happy that we've covered everything and would you like
to go ahead?", or simply "Would you like to go ahead or ?Shall
we complete the paperwork?" The Alternative Choice Close: for
example ? This is where you would give them two alternatives;
whichever they choose to answer will indicate that they are
ready to buy. Examples are "Would you like to have it delivered
next Tuesday or next Friday?", or "Would you like to pay by cash
or cheque? or ?We can deliver the car with leather or cloth
upholstery - which one would you prefer?" The Balance Sheet
Close ? This is used with analytical clients like accountants,
engineers and computer consultants who think very logically. You
would say to them ?Many of my clients in similar positions to
yourself are very successful because of their ability to make
logical decisions. (this is their kind of language). They
normally weigh up the pro?s and con?s and make a decision based
on which outweighs the other. Let?s draw up a balance sheet (you
do this on a sheet of Paper) and on the left hand side list all
the pro?s or reasons for going ahead with the purchase and on
the right hand side all the reasons for not going ahead with the
purchase. Whichever side has more reasons would be the correct
decision to make. Let?s list all of the pro?s on the left hand
side (and here you must list at least ten reasons why they
should buy your product), and all the cons on the right hand
side? (this you let them fill in). Normally they don?t come up
with more than three reasons, and amongst those is the hidden
objection. The hidden objection would include reasons like
?We?ve already spent or annual budget? or ?I?m not actually the
final decision maker? or ?It?s a little too expensive?. Once you
find the hidden objection, you can address it and move forward.
The Similar Situation Close ? Here you would relate a situation
similar to your prospective client and let them realise that
they could have similar consequences. It would sound something
like this ?You know, about a month ago, I had a client facing a
decision similar to the one you?re considering today. He went
ahead with our comprehensive medical plan and had a need to use
it just last week. The situation was unfortunate; however, his
burden would have been doubled had he not gone ahead with the
insurance.? The Cost of Delay Close ? This is a close where you
highlight the additional costs that the client could occur if
they delayed the purchase. Examples are ?As you know, houses in
the area have increased in value by 30% in the last year, the
longer you wait to purchase, the more it will cost you? or
?Interest rates are increasing by 1% next month and this could
add a lot to the loan in the long term. Let?s get the paperwork
completed today and have the rate fixed at the lower amount?.
The Secondary Question Close ? This is where you ask a minor
question that would have them commit to closing the purchase. If
you were selling life insurance it would be ?Who would you like
to nominate as the beneficiary?. If you were selling appliances
it would be ?Would you like to take the extended warranty?? If
they commit to the minor close, assume that they are in
agreement and complete the paperwork. The Pen Close: "Do you
want to use your pen or mine?" (while producing the contract and
pen) The Decision Maker Close: An example would be ?I know most
men wouldn't be able to buy something of this value without
consulting their wives - do you need to get your wife's
permission on this?.." or "Most business people in your position
need to refer this kind of decision to their boss or a
committee, do you need to refer it?" If their answer is ?no?,
you know that they are the decision maker and can close the
sale. If their answer is ?yes?, you would need to repitch the
complete process to the decision maker. I would suggest that you
use this close early in the sale to determine who the decision
maker is, or you could waste a lot of time speaking to someone
who is not a ?qualified prospect?. The High Costs Close ? With
this close you need to make decision makers aware that by
settling for the cheapest price, they could lose on quality or
service. An example would be ?That you can find this product for
less elsewhere may well be true, and in today?s economy, we all
want the most for our money. A truth that I have learned over
the years is that the cheapest price is not always what we
really want. Most people look for three things in making an
investment: one, the finest quality; two, the best service, and
three, the lowest charges. I have never found a company that can
offer all three - the finest quality and the best service at the
lowest price. I?m curious. For your long-term happiness, which
of the three are you willing to give up? Quality, service or low
price?? The Emotional Close ? With this close you let them feel
the emotions or consequences of not going ahead with the
purchase. An example would be "Over five years it might seem a
lot of money, but we find that most responsible people decide
they simply have no choice but to go for it when it's less than
a pound a day to protect your.../safeguard your..../improve
your... (whatever)." The Puppy Dog Close ? Let someone have a
puppy for a week and then ask for it back and you will receive a
lot of resistance: It has become part of their life. The same
applies to business, leave a sample product with a client for a
week and let them get used to it, ?Let me leave it with you and
you see how you get on with it..." If they see the benefit they
will purchase it. I see a lot of this on the internet where
companies offer free software on a 30 day trail, after 30 days
you are so dependant on the software that you purchase. The
Great Leader Close ? You would use this close is someone is
really reluctant to make a decision. Simply replace ?Winston
Churchill? with a great leader from your country (Benjamin
Franklin, Nelson Mandela). An example would be: ?I recently
heard about something that Winston Churchill, one of the
greatest minds of our time, said. Here are his words:
?Indecision has cost the British, British business, and the
British government billions of pounds. Far more than a wrong
decision would have cost. ?What we?re talking about now is a
decision, isn?t it? What will happen if you say yes and what
will happen if you say no? If you say no, nothing will happen,
and things will be the same tomorrow as they are today. If you
say yes, ?..?(you will have financial freedom/you will have a
hassle free holiday?) The ?I want to think about it? close ?
This is most probably the most common objection you will come up
with. Once again you need to find the ?hidden objection?. An
example would be: ?That?s fine. Obviously, you wouldn?t take
your time thinking about this unless you were seriously
interested. So, may I assume you will give it very careful
consideration? Just to clarify my thinking, what part of this
opportunity is it that you want to think over? Is it the quality
of the service I?ll render? Is it something I?ve forgotten to
cover? Is it the return on your investment? Is it any of the
financial aspects? Seriously, please level with me??. (Wait for
the hidden objection) The Financial Freedom Close - You?ll have
financial freedom for the rest of your life, you?ll have the
satisfaction of ???.(watching your son walk across the stage on
graduation day, and you?ll be????(a part of a Blue Chip company
offering unlimited career opportunities.)??..(driving your new
car for three years with free roadside assistance anywhere in
Europe) The Bad Experience Close ? This you would use when the
client is a little wary because of a prior bad experience.
?First of all, even though it wasn?t my company, I apologise for
times other companies have sold you products and then let you
down with the follow-up and service. Let me assure you, we will
always be available to you and will contact you on a scheduled
basis to make sure of your satisfaction. In fact, that?s one of
the reasons I chose to work for XYZ. We are always here for our
customers. Your ongoing business is important to us, and I won?t
do anything to jeopardise the relationship we?re establishing
here today.? The ?Too Busy? Close. ?Jack, I can see that you are
very busy today, and I believe that you have a strong desire to
make the right decision regarding the investment and the
benefits to you. To allow you the opportunity to consider the
benefits we have to offer without interruption, how about
letting me take you for a light lunch where we can cover the
details uninterrupted.? You can then: ?Reschedule for a better
time ?Recommend lunch for the next day ?Suggest moving to a
conference room or a coffee shop The Collecting Information
Close ? This is a close that should be used early in the
interview. It gives you permission to collect information that
will help you to come up with the correct solution and close the
sale. ?Mike, I want to do the best I can for you today. So,
would you be offended if, while we chat I make a few notes. That
way there is no chance that I will forget anything that could
save you time or money.? The Understanding Concerns Close ?
?Please help me to understand your concerns? Would you mind
elaborating on your feelings of uncertainty for me? The Big Ego
Close: "We generally find that only the people who appreciate
and are prepared to pay for the best quality go for this
service/car/product ? How do you feel about it?..." The
Testimonial/Reference Close ? Always carry a folder with letters
from happy clients that give glowing references. Show this to
the client saying ?Mary, take a look at what some of our
satisfied customers have to say about us. Please feel free to
even give them a call and ask them about or quality and
service.? The Last Chance Close: (You?ve tried everything, but
just can?t close. Pack your case and prepare to leave. When you
get to the door, stop and ask) "Just one last thing - would you
tell me where I went wrong - you see I just know this is right
for you, and I feel almost guilty that I've not sold it to you
properly, as if I've let you down....." ?What could I have done
to convince you that this is the right product for you?? The
Benefits Close: "I can see I've not explained this properly -
can we take a moment to go through all the benefits and see
which one is stopping us from proceeding?" (At which you list
all the benefits - the positives, and run through each one to
confirm it's not that one which is causing the problem, crossing
a line through each as you go. When you cross the last one out,
you claim that there really seems to be no reason for not going
ahead...) The Pro?s and Con?s Close: "I can appreciate this is a
tough decision - what normally works is to write down a list of
all the pro's and con's - two separate columns - and then we can
both see clearly if overall it's the right thing to do..." The
Begging Close ? If all else fails, beg. What do you have to lose
at this stage apart from you pride?..
Personality Styles and Closing The manner in which a sale is
concluded depends on the style of the decision-maker - watch out
for the signs: Drivers (decision makers/task focused people) are
likely to decide very quickly and may be a little irritated if
you leave matters hanging after they've indicated they're happy;
Analyticals (accountants, engineers) will want every detail
covered and may need time to think, so don't push them, but do
stay in touch and make sure they have all the information they
need. They will buy when they are ready, you can?t rush the
close; Amiables may actually say yes before they're ready
because they want to please you, in which case you need to
ensure that everything is suitably covered so nothing can
rebound later: Expressives ? make sure they understand all the
details and always follow up and put all of the details in
writing. Biggest Closing Mistakes ?Not asking for the business
?Talking too much ?Not in the mood to sell ?Lack of enthusiasm
?Rushing the close ?Selling logic rather than emotion ?Too many
distractions ?Loss of control ?Frank Furness 2004 ABOUT THE
AUTHOR Frank Furness is author of the ?Finding New Business and
Clients? and many other products that can increase your business
on CD, DVD and Video NOTE: You?re welcome to ?reprint? this
article online as long as it remains complete and unaltered
(including the ?about the author? info at the end), and you send
a copy of your reprint to frank@frankfurness.com Take a look at
other articles, free software and eBooks at
http://www.frankfurness.com/
About the author:
Frank Furness is an International Speaker and author. Having
qualified in the top half percent of salespeople in the world
and researched over 500 of the worlds sales superstars, he now
shares the secrets of success.
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