Sales Success:

Closing a Sale

3 Killer Secrets for Closing the Sale

By: Brian Tracy. Used by permission.

Selling Is Problem Solving

Synergistic Selling: 3 Components

1. The Preference Close

The first technique is the Alternative Close also called the Preference Close. It is based on the fact that people like to have choices. They don't like to be given what may sound like an ultimatum to either buy it or not buy it.

To apply this technique, you simply structure your close by saying, "Which of these would you prefer, A or B?"

With the alternative close, whichever one the customer selects, you would have made a sale either way. You should always try to give the customer two choices. Even if you are selling a single product, you can give him two choices with regard to payment, or delivery. For example, "Would you like this delivered to your office or to your home address?" "Will that be MasterCard or Visa?" "Would you like the ATM 26 or the ATM 30?" And so on.

Negotiation DOs and DON'Ts

2. The Secondary Close

The second closing technique is the Secondary Close. This is extremely popular. It is a way of helping a customer make a big decision by having him make a small decision that infers the big decision. Instead of asking the customer to go ahead with the product or service, you ask a question about a peripheral detail, the acceptance of which means that he has decided to buy the larger product.

For example, you could ask, "Would you want this shipped in a wooden crate, or would cardboard be all right?" "Would you like us to include the drapes and rods in the offer?" "Did you want the standard rims or would you like the customized racing rims on your car?"

In each case, if the customer agrees to or chooses the smaller item, he has indirectly said, "yes" to the entire offering. People often find it easier to agree to small details than they do to making a larger commitment. That's why this is sometimes called the Incremental Close, where you get commitment bit by bit to the entire offer.

Influencing People: Yin-Yang Strategies

3. The Authorization Close

The third closing technique is the Authorization Close, which is often used to conclude multimillion-dollar transactions. At the end of the sales conversation, the salesperson simply asks if the prospect has any questions or concerns that haven't been covered. If the prospect has no further questions or concerns, the salesperson takes out the contract, opens it up to the signature page, places a check mark where the customer has to sign, and pushes it over to him saying, "Well then, if you will just authorize this, we'll get started on it right away." The word "authorize" is better than the word "sign." A check mark is better than an X. Offering to "get started right away" is better than sitting there hoping for the best.

Wise Agreement

However you do it, be prepared to ask for the order in whichever ways seem appropriate at the moment.


Sales Success

Selling Is Problem Solving

Power of Personal Charisma

8 Steps of Active Listening

Closing the Sale

Endgame to Selling

14 Closing Techniques

The Directive Close