(PART THE SCIENCE OF SELLING (PART IV):

CLOSING THE SALE

Ilse Truter PharmITCom Consulting

You can get everything in life you want if you will just help enough other people get what they want.1
Zig Ziglar, Secrets of Closing the Sale (1984)

Have you ever heard (or used) the following phrases when closing a sale? I can understand your hesitation. The colour is certainly not exactly what you had in mind. But many customers felt the same way, until they heard from others how popular this colour is and now they are sitting with the regret of buying the wrong colour. Can we gift-wrap the red sunglasses for you? One of the reasons I wanted to close this sale for you today is because we only have five pairs of red sunglasses of this brand left in South Africa and we do not know when the next consignment will arrive. Can I accept that you want to buy this pair? Treat yourself to something different and funky today and give this pair of stylish red sunglasses a try. Dont you agree with me?

good salesperson, regardless of what they are selling, is a master at determining their customers needs and finding solutions for them. The final (and one of the most important) stages of the selling process is closing the sale (or deal), which is the actions taken by the salesperson to gain agreement to the sale. There are many different closing techniques in sales to persuade the customer to make the commitment to buy. An experienced salesperson will select a particular close based on the situation and the personalities involved.

customer. From the beginning, all the talking, thinking and action is directed towards closing. It has been said that closing is what distinguishes a salesperson from a sales representative. The sales representative leaves the customer better informed, but the salesperson leaves the customer with an order or a direct sale.

Closing techniques
The close is a delicate balance between your words and actions and the prospects thoughts and perceptions.2
Jeffrey Gitomer

Closing defined
Closing is the final step in the sales process. It is the point where the customer must make the final decision to buy or not to buy. After you have closed the sale, only customer follow-up and satisfaction follow. Closing is therefore asking the prospective customer for their business. It is the process to bring the customer to a decision, whether it be yes or no, and is a logical progression of ideas bringing about a decision. It is important to use the tools of salesmanship to get to this point. Closing should, however, never be a way of manipulating prospects it is an opportunity to show them that your product or service can serve their needs. If people feel tricked or otherwise betrayed, they will not only not buy from you now, they may decide never to buy from you again and may even turn their friends against you. Since closing is the process of helping the customer to make a decision, everything that the salesperson says during the approach and demonstration is directed towards closing the sale. You begin closing the sale when you first meet the

There is a plethora of closing techniques that range from hard sell to soft sell (plus everything in between). Some of the closing techniques are devious and should not be used in a professional environment, but take note of them, because salespeople have most probably used them on you before. Furthermore, some closing techniques will appeal to some personality types. Examples of closing techniques are given below, but the list is by no means complete2,3,4,5:

Direct close: Simply ask for the business or sale when you are sure that the prospect is ready to make the purchase decision. It is a blunt and forthright technique. Although not generally recommended, it is the most appropriate technique for people who are insensitive. These prospects will need to be closed repeatedly, so the seller will have to ask for the sale in a casual, confident and friendly manner again and again and again.

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Deal/concession close: This closing technique gives the prospect the feeling that they are making a smart choice and saving money (or getting good value). You normally will use phrases such as, Order today and we will add a second product for only 50% of the price more. Minor points (or secondary) close: It is also known as the subordinate question technique. It changes the buying decision from a major one (should I buy or not) to a minor one (should it be red or blue). In other words, close first on the small things. You obtain commitment bit by bit to the entire offer (in other words, an incremental close). It is the most appropriate closing technique for people with a politician type of personality, because they delight in making decisions, so the more decisions you can give them the happier they will be. You therefore give them a whole series of subordinate decisions to make, for example: Do you prefer a tablet or a syrup? Do you want the large pack size or the smaller one? Do you want the original product or the generic equivalent? If one uses this technique with a person who typically double checks everything, you will delay the sale and it make take up months before the double-checker makes a decision. Physical action close: The seller gives a pen to the prospect, opens the cash register, completes an order form, asks the prospect to come for a test drive, or put the product into a package. In other words, the seller assumes the sale. It forces the prospect to become active. A related technique is the puppy dog close (see below). Time-driven (or impending event) close: This closing technique uses statements such as, Prices are going up next week, so you should go ahead and let me place your order today. It also can be applied in case of stock shortages or industrial disputes. It is generally not an effective technique because most people are optimistic and do not believe that a disaster will strike soon. It is often used as a fear close with double-checkers. It works best with someone who can imagine the effects of an impending event. Trial offer: You give the prospect the opportunity to use the product at no risk for a trial period. This works well if you are selling products that make peoples lives easier, since they are not likely to give it back if it has saved them a lot of time and effort during the trial period. A variation of this technique is the puppy dog close where you put a coffee machine into an office for a two-week trial period. By the end of the two weeks, the staff is so spoiled with having a coffee machine in the office that they refuse to part with it. Other examples are to test drive a car, a 30day free trial membership of a society, the first issue of a magazine that is offered free of charge or a two-day demonstration of a photocopier in the office. It is similar to putting a strange puppy dog into a home. The puppy soon becomes a pet. If you doubt the power of this close, go to a pet store and ask if you can have a puppy overnight for evaluation. This technique works best with people with personalities such as engineers,

because they like to get involved with any new product by trying it out and seeing if it works. This technique, however, does not work with a person who is by nature too lazy to try a product and who will persuade someone else to do the physical evaluation.

Trial close: To close a potential sale, you first determine the level of interest to see if the prospect is ready for a close. It is easy to make decisions on minor points and that is the purpose of trial close questions. These questions get the prospect thinking about the possibility of using your services or buying your product. It is based on the principle that the seller guides the prospect to make a series of smaller decisions rather than confronting the potential buyer with one large question. Statistics show that if you can get a prospect to say yes at least eight times through trial close questions you will secure the sale.4 When asking trial close questions, help your customer to say yes by nodding your head up and down they will automatically nod with you. For example, can you see how this new cosmetic product can simplify your daily routine? What shade would you prefer I think the light beige will be perfect for you skin? If the buyer answers with a shade, the salesperson knows the buyers interest is high. Trial closes build interest by getting the prospect to think of you as a service provider. Assumptive close: This technique works best with double-checkers, who often like others to make decisions for them. It is simply acting as if they are ready to decide (you assume they are ready to decide) or a statement that implies that you will do business with the prospect. It provides little opportunity to procrastinate over a decision. Similar to the trial close, the assumptive close gets the customer to think of you as their service provider. It can also be used throughout the sales process to determine and build interest. Whereas the trial close is in the form of a question, the assumptive close is usually posed as a statement. Alternate choice (or alternative or preference) close: This technique gives the prospective customer a limited set of choices (preferably two) on any particular aspect of the product or service. It is usually posed as a question (Which of these would you prefer, A or B?). It can be done throughout the sales process. When you give the prospect two options and he or she has answered you by selecting one of the options, they have essentially committed themselves to the specifics already. Inducement close: This technique uses all the various inducements, such as two years warranty instead of one, 10% discount if you sign today and a free gift. This is the ideal technique to use with people who are too lazy to evaluate different products, and who will perceive this as good value for money (although it may only cost your business a minimal amount of money). Inducement closing does not work with the average consumer since it may imply a potential reduction in quality and it may make a person suspicious of the product, the supplier or the seller.

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Narrative close: The salesperson reiterates the benefits and if possible, uses a third party as a referral. This technique works well with the average consumer. Because of peoples dominant desire for social approval, most consumers prefer products which have the endorsement of other users. This is one of the most successful closings. A derivative of the narrative close is the Benjamin Franklin close, named after the American statesman. In this close, the salesperson draws a line down the centre of a piece of paper and titles the two columns yes and no. Under yes, every agreed benefit is listed and under no every point against the product. Both columns are then tallied and the logical decision is made. It is an easy technique to use, although not many salespersons use it together with their prospects. Roller coaster closing: A close must only happen when the prospect has reached an emotional high. In the sales presentation, everything the seller says and does from the approach to the price saving is part of the buildup to bring the prospect to this emotional high, which could be compared to the top of a roller coaster. Once the seller starts talking about money, prospects normally drop to an emotional low (the bottom of the roller coaster ride). The skill is not to close at this point. At this stage, a potential technique to use is third party testimonials or by reviewing the aspects that the prospect was excited about.
There are many more closing techniques. Some of these are2,3,4,5: 1-2-3 Close: Close with the principle of three (for example, list three advantages such as this product is the best on the market, is cost-effective and works well). Adjournment close: Give the prospect time to think. Affordable close: Ensure that the prospect can afford what you are selling. Balance-sheet close: Adding up the advantages and disadvantages of buying. Best-time close: Emphasise why the best time to buy is now. Bonus close: Offer a bonus to clinch the deal. Bracket close: Make three offers to the prospect, with the target in the middle. Calendar close: Put it in the diary. Companion close: Sell to the person who is with the prospect Compliment close: Flatter the prospect into submission. Concession close: Give the prospect a concession in exchange for the close. Conditional close: Link closure to resolving objections. Courtship close: Woo them to the close. Customer-care close: The customer care manager calls the prospect later and re-opens the conversation about buying the product or service. Demonstration close: Illustrate or demonstrate the goods to the prospect. Distraction close: Catch the prospect in a weak moment. Doubt close: Show you doubt the product and let them disagree.

Economic close: Help the prospect to pay less for what they get. Embarrassment close: Make not buying embarrassing. Emotion close: Trigger identified emotions. Empathy close: Empathise with the prospect, and then sell to your new friend. Future close: Close the sale on a future date. Golden Bridge close: Make it the only option attractive. Handover close: Hand over the final stage, so that someone else does the final close. Handshake close: Offer a handshake to trigger automatic reciprocation. Humor close: Relax the prospect with humor by making an appropriate joke. Hurry close: Go fast to stop them thinking too much. IQ close: Explain how this option/product/service is for intelligent people. Never-the-best-time close: For customers who are delaying. No-hassle close: Make the close as easy as possible for both parties. Now-or-never close: To hurry things up. Ownership close: Act as if they own what you are selling. Price-promise close: Promise to meet any other price. Puppy close: Acting cute to invoke sympathy and a nurturing response. Quality close: Sell on quality, not on price. Repetition close: Repeat a closing action several times. Retrial close: Go back to square one. Reversal close: Act as if you do not want them to buy the product. Save-the-world close: Buy now and help save the world. Selective-deafness close: Respond only to what you want to hear. Shame close: Make not buying shameful. Standing-room-only close: Show how others are queuing up to buy. Summary close: Tell them all the things they are going to receive. Testimonial close: Use a happy customer to convince the new customer. Treat (or luxury) close: Persuade them to give themselves a treat. Valuable Customer close: Offer them a special valued customer deal. Ultimatum close: Show the negative consequences of not buying. Yes-set close: Get them saying yes and they will keep saying yes.

Note that it is interesting how many of the above closing techniques use the following rule: Sell on the tangibles, close on the intangibles.3 It has been said that an experienced car or insurance salesperson may use between six and twelve closes on a single prospect, in a single meeting.5 The experienced salesperson uses sales closes as a surgeon uses a scalpel. A salesperson should go to each

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real need of the prospect, and invent or devise several closes around satisfying (or threatening) them. Sales closes are often selected to gradually build uncomfortable feelings in the prospect. It has been described as follows5: You put your finger on the prospects eye. So gradually, so gently, he does not blink. The prospect finally buys to end the uncomfortable feelings caused by the closing techniques.
A story: Let the dog chase you2 A 16-year old girl got a dog. Early one morning the dog got away. She ran for blocks through the neighbourhood as the girl tried to chase her dog fruitlessly. The girl panicked. Surely, the dog would get hit by a car. She ran home as fast as she could to awaken her dad to get into the car and help her to find her dog. Her dad reluctantly began to get out of bed. She ran to get into her dads car and tripped over her dog.
The sales moral of the story: Sometimes it is necessary to let the prospect chase you. Sometimes all you need to do is to bait and to challenge the prospect. Often you are so eager to sell, you do not give the prospect enough room to buy.

Tips to remember 4,6

ABC stands for Always Be Closing, which is both good and bad advice. ABC is good advice when it is used to keep in mind that you are always aiming towards a close. It is bad when you just use it to batter the customer to death with a barrage of unsubtle closing techniques. They say selling is like fly fishing. If you tug hard on the line, it will snap and the fish will get away. The best method is therefore gentle coaxing that gradually brings the fish in to shore although sometimes when they are spooked you have to let them out again and calm them down further away. When you have used a closing technique, be quiet afterwards and let them respond. If you just keep on talking, you may miss what they have to say (like yes for example!). Silence also builds tension and will encourage them to respond, and a response to a well-put closing question will hopefully be positive. Therefore, do not oversell or over-close. Many salespersons talk their customers into closure, and then carry right on and talk them out of it again. Ask for the business and quietly wait for a response. It requires sensitivity to avoid this trap. It is often the fear that the prospect will say no that causes a salesperson to keep on talking. Close with a strong, positive mental attitude. Assume your customer is going to buy and never doubt his or her intentions to do so. Keep your energy and enthusiasm high. Do not lose steam at the end. By the same token, you want to the customer to relax and not to feel pressurised by letting him or her feel that it does not matter to you whether he or she buys or not. Remember everyone likes to buy nobody likes to be sold. Therefore, create a buying atmosphere. Watch the prospects emotions. Never try to close a sale

when the prospect is in a negative emotional state, because you will just cause further objection and possibly anger which means they will never buy from you again. Preferably never pressure a customer with direct questions such as, Do you want it? When a customer says, I will be back, it is in most instances an excuse to leave. At this point you can either leave it and accept it as a no sale, or you can double your sales efforts to still try and get the sale. In some cases, however, the customer does come back and then you must be ready and prepared to close the sale. Many multimillion rand deals take years to set up, not all sales happen in one go. Always remember, One more reason to buy. Customers may at this late stage in the selling process still have an objection and say no. Do not feel pressurised. Simply give the prospect another reason to buy. What the prospect may actually be saying is, Based on the information you have presented thus far, I am not interested. BUT, if you can show me a significant benefit that I may have overlooked, I would gladly change my mind. Continually reassure your customer that he or she is making the right decision by purchasing. It is important that there should not be a distinction between the demonstration and counselling, and the close. They should flow smoothly from one to the other. Do not make the offer or closing too wordy and confusing. A confused prospect never buys. Make the close as simple as possible. Relax. Your attitude and feeling will project onto the customer. A relaxed atmosphere establishes trust and confidence. Use third person testimonials where appropriate. Finally, remember that some of your customers may also be skilled in selling and closing techniques. Treat each customer as an individual and on the level that is appropriate for that person in that specific situation.

Conclusion
Closing a sale can be as easy as asking a simple question to gain commitment from a prospect to buy, or as difficult as you or the prospect wants to make it. Good sales presentations should move seamlessly into the close and closes should flow naturally and without hesitation, and spontaneously steer the prospect into saying yes, I want to buy. Visualise yourself successfully getting the sale. Remember:

In the confrontation between the stream and the rock, the stream always wins not through strength, but through persistence.
References: 1. Zig Ziglar. 1984. Secrets of Closing the Sale. Ada, Michigan: Fleming H Revell Company. 2. Gitomer J. 2008. Sales Bible. New York: HarperCollins Publishers. 3. Closing Techniques. 2009. Changing Minds.org. http://changingminds.org/ disciplines/sales/closing/closing_techniques.htm (date accessed: 27 April 2009). 4. Closing the Sale. 2004. Available on the web: http://www.chanimal.om/ html/closing_techniques.html (date accessed: 28 April 2009). 5. Winton R. 2007. Sales Closing Techniques in Industry. Available on the web: http://www.robertwinton.com/sales.htm (date accessed: 28 April 2009). 6. Sales Closing Tips. 2009. Changing Minds.org. http://changingminds.org/ disciplines/sales/closing/closing_tips.htm (date accessed: 27 April 2009).

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