2 Traditional Sales Closing Techniques
Traditional sales closing techniques usually employ some psychological tricks designed to give that final nudge. Here are two of the most common.
The Now or Never Close
This is where salespeople make an offer that includes a special benefit that prompts immediate purchase. For example:
- “This is the last one at this price.”
- “We’ve got a 20% discount just for customers who sign up today.”
- “If you commit to buy now, I can fast track you to the front of the implementation queue.”
This technique works because it creates a sense of urgency and can help overcome inertia when a prospect wants to buy — but for some reason isn’t pulling the trigger. Of course, you should always establish value before offering a discount or promotion.
The Summary Close
Salespeople who use this closing technique reiterate the items the customer is hopefully purchasing (stressing the value and benefits) in an effort to get the prospect to sign. For example:
“So we have the Centrifab washing machine with a brushless motor, the 10-year comprehensive guarantee, and our free delivery and installation service. When would be a good time to deliver?”
By summarizing previously agreed-upon points into one impressive package, you’re helping prospects visualize what they’re truly getting out of the deal.
A Modern Sales Closing Technique
These canned closing techniques probably seem a little old-fashioned. Perhaps they strike you as a little too “salesy,” particularly in light of the rise of inbound sales.
In particular, the idea of closing itself needs to encompass any and all incremental agreements you secure throughout a sales process — not just the moment of final purchase.
In a sales engagement, reps should endeavor to:
- Discover the customer’s needs
- Effectively communicate how specific products or services offer an affordable and satisfactory solution to those needs
If these two requirements are properly achieved, then there should be no barrier to closure. The closing question can be asked directly at that point.
To achieve these two foundational goals, it’s imperative that reps ask prospects probing questions. Effective salespeople focus on closing a sale as soon as a conversation with a prospect begins. Through a series of questions, they develop desire in the client and eliminate every objection to purchase.
One can even close the sale in the form of a question, which allows the rep to address outstanding objections while gaining a commitment at the same time.
For example: “In your opinion, does what I am offering to solve your problem?”
The question allows you to discover whether the prospect is sold on your product while keeping the door open for further selling. If the answer is ‘no’ it remains their opinion (not yet the truth), thereby allowing you to continue to sell. If the answer is ‘yes,’ then signing on the dotted line is the next step.
Here’s another question close: “Is there any reason why we can’t proceed with the shipment?”
This question asks either for closure or more information as to why the customer isn’t quite convinced. It’s win-win.