Closing a prospect requires a certain level of finesse and strategy. As I have said before, I tend to favor closes that are easy to learn and simple to replicate. One of the best closes that you can use is called the Bracket Close. As opposed to the 1-2-3- Method, this strategy involves presenting a prospect with three different choices and requiring them to choose one.
How it Works
It works by first presenting the prospect with an expensive option that might be above their budget. Next, you present an option that is within their budget (ideally, this is the option that you are trying to sell to them). Last, you present an option that is far less expensive than the first option, but only a little less expensive than the middle option.
Why it Works
This close works for a variety of reasons. The first reason is that when the prospect first hears the expensive option, that’s their new benchmark. If you present the low-cost option first, they will be focusing on that and will ignore all the other options. If the prospect compares everything to the high-cost option first, they will have a stronger propensity to choose a lower-cost option. By presenting the lowest cost option last, they will see that one as being the least beneficial to them because it costs so little in comparison. If the price is somewhat close to the middle one, the prospect should be thinking “For only X amount of dollars more, I can get all this…” After their analysis, they should choose the middle option, which is the one you are aiming for.
In other words, the prospect of rejecting the highest cost option gives the prospect the feeling of saving money, while rejecting the lowest cost option gives the prospect the feeling of buying a good quality product. This is very similar to the Alternative Choice close because you are giving the prospect the idea of free choice between three options that you presented. “No” is not an option that was presented, so the probability that they will choose one of the three is high. Even if the prospect chooses the lowest cost option, it’s still far better than the prospect of not buying anything at all.
How to Use This
You may have seen this close happen in real life. It’s a common close to use in retail stores and online shopping websites. A while back, I was shopping around on line for a new laptop. I knew that I wanted a laptop that was tailored mostly for work. The website I was looking at presented me with three different options of the same laptop. The first option was loaded with memory, had the best processor and graphics card available, and had a large screen.
This option, of course, was very expensive. The next option had what I would call “standard” features – a good processor, a good amount of memory, a standard graphics card, etc. This option was much less expensive. The last option was stripped of all the bells & whistles, had a really small screen, and was FAR less expensive than the most expensive one, but marginally less expensive than the middle one. I chose the middle one. Unknowingly, I was closed using the bracket method without anyone actually selling to me. If a website can effectively use this, just imagine what you can do as a professional salesperson.
Here is an example of a Bracket Close in action if we were selling gym memberships:
“I have three recommendations that I know will be great for you. The Platinum Package is listed for $50/month – it includes everything you were looking for plus unlimited access to any classes offered and unlimited access to the protein bar. The next package, the Premium Package, also has everything you were looking for, without the classes for $30/month. So far, most of people choose this option. If you are on a very tight budget, I also have the Silver Package, which is simply access to the gym itself. This option is $20/month. Which option would you prefer?”
This close is great because it’s a win-win-win. If the prospect chooses the most expensive option, great! If they choose the middle option, great! If they choose the least expensive option, it’s still a sale, which is great! In either scenario, you close a sale.