Closing 101: The Do's and Don'ts of Sealing the Deal - Welcome to SalesPartners N. CA/NV Business Coaching, Sales Training, Public Speaking, Personal Development, and Team Building.
 
. We often cover topics such as selling and objection handling in this newsletter.  Both are very valuable to the sales process, but let's face it, without a close you are just wasting your time and breath.  

Every sale starts with a pitch (an explanation of what your product or service can provide for a customer.)  This of course is comprised of features and benefits, but this is only a set up for the final question, "Would you like to buy this or not?"
 

Typically after you ask for money you will hear objections.  If you handle the objections well then you will have another opportunity to pose the question again.
 

How you pose this question can make or break a sale.  The following are tips to help you build a more effective closing question:  

Don't's:
 

--  Don't ask, "So what do you think?"  Open ended questions may be good for objection handling, but a closing question needs to be a decisive yes or no (there is a way to get around this, we will explain in the Do's.)   

--  Don't appear nervous.  If you seem nervous in a close your customer will fear that you are ripping them off.  If you are nervous about asking for money maybe you should re-evaluate your product/services's value or price-point.
 

--  Don't agree or un-sell.  If a prospect gives an objection, handle it.  You can understand their concerns, but don't agree with the customer on perceived deficiencies.
 

--  Don't offer a way out.  Don't say, "Why don't you go home and think about it."  A money back guarantee is a good idea here.  Let them pay you first, then they can refund if they truly regret the sale.  

--  Don't argue.  Again if you get an objection don't get angry and argue.  Use your objection handling training.
  -- 

Don't talk
.  After you pose your closing question - shut up.  Sit in silence until the customer says something.  The more they talk the better they will feel about the sale.
 

Do's:
 

There are many types of closes.  Three in particular when used together make a very powerful combination.
 

--  Do use a "puppy dog" close.  Give your customer a free sample.  This way they will have already experienced your features and benefits in a visceral manner.  They also will feel slightly indebted to you.  

 --  Do use an "assumptive" close.  Assume that your customer loves your product/service and is going to buy.  This confidence will alleviate their concerns about being ripped off and negate any self-deficiencies that you may be harboring.  

--  Do use a "which" close.  Have two options for your customer to choose from.  This way you don't have to ask a yes or no question.
 

--  Do try to get the customer to admit that they like your product/service.  Once they say it out loud the will feel more pressure to purchase.  

The following is an example of the culmination of these closes:
 

Say you hand someone a free sample of frozen yogurt.  They say they like it.  Follow up with the question, "Which size would you like; small, medium, or large?"
 

You might be surprised at how many people will just choose one without any fight at all.
 

Now consider the alternative.  You describe the flavor and the benefits of the yogurt, and then follow up with, "So, what do you think?"  

Which do you think will get better results? 
 

For help with handling objections please refer to our
SalesDogs Training School Kit. For help with sales refer to Blair Singer's book SalesDogs.  For help with closing techniques please contact your local SalesPartner.
8/24/2012 21:12:18

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