How to Close a Sale

Step 5

Objectives

Identify customer buying signals

List tips for closing a sale

Decide on appropriate specialized methods for closing a sale

Closing Concepts and Techniques

Sometimes closing a sale is so natural, the customer will do it for you!

Most situations though, the salesperson MUST close the sale

Timing the Close

You must be flexible in your sales process All customers may be ready to buy at

different times throughout the process Remember, you may not go through all steps of a

sale

Buying Signals Things customers do or say to indicate a

readiness to buy Nonverbal signals/cues – Body language/Facial

expressions “This is exactly what I was looking for.” “When

would I be able to get this delivered?”

Timing the Close

Trial Close An initial effort to close a sale Can be attempted to test the

readiness of a customer and your interpretation of a positive buying signal

Beneficial: Doesn’t work – You learn from the

attempt Does work – You closed the sale early

and successfully!

Tips for Closing the Sale

Recognize Closing Opportunities Use effective product

presentations to close Dramatic product presentations

often prove important selling points Take advantage of high customer

interest

Tips for Closing the Sale

Help Customers Make a Decision When they are having difficulty making a

decision, stop showing additional items! Narrow the items – get rid of ones that

have no interest “Which of these items do you like the

least?” Summarize major features, explain

advantages & disadvantages, etc.

Tips for Closing the Sale

Create an Ownership Mentality Use words such as you and your to

indicate ownership “You will appreciate these waterproof

hiking shoes on your next hiking trip when it starts to rain.” This helps the customer to visualize

themselves owning those products

Tips for Closing the Sale

Avoid threatening words When possible avoid words like

now and today because customers feel that need to act immediately They may feel TOO MUCH pressure

and change their mind altogether

Tips for Closing the Sale

Get Minor Agreements Seek minor agreements on selling

points you know the customer has observed in the presentation “Those newly designed golf shoes are

comfortable, aren’t they?” Getting positive responses/reactions

helps create a natural closing

Tips for Closing the Sale

Pace Your Closing If you sense they are ready to

make a buying decision, stop talking about the product If you keep talking, this can annoy

the customer and possibly lose you the sale

Do not rush customers into a decision Be patient, courteous, polite, and

helpful

Methods for Closing the Sale

Which Close

Standing-Room-Only Close

Direct Close

Service Close

Best Time Close

Artisan Close

Compliment Close

Concession Close

Which Close

Making a decision between two items Unwanted items should be

removed

Compare selling points of each “Which one do you prefer?”

Standing-Room-Only Close

Used only when a product is in short supply OR when the price will be going up in the near future

ONLY USED when the situation honestly calls for it Could be seen as a high pressure tactic

“I’m sorry, I can’t promise you that I can make this same offer/deal later.”

Used when selling HIGH demand products “The item you like is part of a special

promotion. It is the last one we have in your size.”

Direct Close

You ask for the sale Only use this when the buying signal

is VERY strong

“Can I assume that we’re ready to talk about the details of your order?”

“How would you like to pay for this purchase – cash, check, or credit card?”

Service Close

May require special services in order to help close Gift wrapping, a return policy, warranties &

guarantees, special sales arrangements Great thing to do when the customer is

purchasing the item as a gift

Special sales arrangements are usually done when the customer needs help paying for an item/order – lay-a-way; pay over time, etc.

Best Time Close

Creating a sense of urgency Don’t use unless the customer is on

the fence about buying

There is no time to buy this like NOW

Artisan Close

Talk about who made it, where it was made, the quality of the product, etc. “This shirt is made out of high quality

silk…”

Compliment Close

Point out the customer’s qualities with the item. “That shirt looks great on you!!”

Only use this when the compliment is GENUINE!!! Don’t lie!

Concession Close

Offering something in return for the customer purchasing the item “If you purchase this today, we

can throw in a 2 year warranty for half price.”

Question

Which closing technique do you think would be the easiest, most efficient method? Which do you think is the hardest?

Do you think that you could use multiple techniques to close a sale?