Close more sales

By Frank Furness

Closing sales is always easier if your preparation is done well upfront. The more you
know about your client and the more you anticipate objections and cover them during
the interview, the easier the close will be. In many cases, if the sales person conducts
the sale properly, the prospect will close the deal himself, and this should be the aim
for the sales person it implies that the salesperson has done everything correctly
during the process. Its only if the full sales process has not been followed that the
salesperson would need to overcome a number of objections and know how to close.
Research shows that top salespeople know when and how to close, this should be
your aim. Remember the old Golden Rule, after asking a closing question, just shut
up. He who speaks signs..
Here are a number a closes and scripts, learn and use them well.
The Assumed Close This is the close you would use most of the time. If you have
followed the complete sales process, just assume that the person wants to buy and
assume the close and start completing the order forms. It would go something like:
"Are you happy that we've covered everything and would you like to go ahead?", or
simply "Would you like to go ahead or Shall we complete the paperwork?"
The Alternative Choice Close: for example This is where you would give them
two alternatives, whichever they choose to answer will indicate that they are ready to
buy. Examples are "Would you like to have it delivered next Tuesday or next
Friday?", or "Would you like to pay by cash or cheque or We can deliver the car
with leather or cloth upholstery - which one would you prefer?"

The Balance Sheet Close This is used with analytical clients like accountants,
engineers and computer consultants who think very logically. You would say to them
Many of my clients in similar positions to yourself are very successful because of
their ability to make logical decisions. (this is their kind of language). They normally
weigh up the pros and cons and make a decision based on which outweighs the
other. Lets draw up a balance sheet (you do this on a sheet of Paper) and on the left
hand side list all the pros or reasons for going ahead with the purchase and on the
right hand side all the reasons for not going ahead with the purchase. Whichever side
has more reasons would be the correct decision to make. Lets list all of the pros on
the left hand side (and here you must list at least ten reasons why they should buy
your product), and all the cons on the right hand side (this you let them fill in).
Normally they dont come up with more than three reasons, and amongst those is the
hidden objection. The hidden objection would include reasons like Weve already
spent or annual budget or Im not actually the final decision maker or Its a little
too expensive. Once you find the hidden objection, you can address it and move
forward.
The Similar Situation Close Here you would relate a situation similar to your
prospective client and let them realise that they could have similar consequences. It
would sound something like this You know, about a month ago, I had a client facing
a decision similar to the one youre considering today. He went ahead with our
comprehensive medical plan and had a need to use it just last week. The situation was
unfortunate; however, his burden would have been doubled had he not gone ahead
with the insurance.
The Cost of Delay Close This is a close where you highlight the additional costs
that the client could occur if they delayed the purchase. Examples are As you know,
houses in the area have increased in value by 30% in the last year, the longer you wait
to purchase, the more it will cost you or Interest rates are increasing by 1% next
month and this could add a lot to the loan in the long term. Lets get the paperwork
completed today and have the rate fixed at the lower amount.
The Secondary Question Close This is where you ask a minor question that would
have them commit to closing the purchase. If you were selling life insurance it would
be Who would you like to nominate as the beneficiary. If you were selling
appliances it would be Would you like to take the extended warranty? If they
commit to the minor close, assume that they are in agreement and complete the
paperwork.
The Pen Close: "Do you want to use your pen or mine?" (while producing the
contract and pen)

The Decision Maker Close: An example would be I know most men wouldn't be
able to buy something of this value without consulting their wives - do you need to
get your wife's permission on this?.." or "Most business people in your position need
to refer this kind of decision to their boss or a committee, do you need to refer it?" If
their answer is no, you know that they are the decision maker and can close the sale.
If their answer is yes, you would need to repitch the complete process to the
decision maker. I would suggest that you use this close early in the sale to determine
who the decision maker is, or you could waste a lot of time speaking to someone who
is not a qualified prospect.
The High Costs Close With this close you need to make decision makers aware
that by settling for the cheapest price, they could lose on quality or service. An
example would be That you can find this product for less elsewhere may well be
true, and in todays economy, we all want the most for our money. A truth that I have
learned over the years is that the cheapest price is not always what we really want.
Most people look for three things in making an investment: one, the finest quality;
two, the best service, and three, the lowest charges. I have never found a company
that can offer all three - the finest quality and the best service at the lowest price. Im
curious. For your long-term happiness, which of the three are you willing to give up?
Quality, service or low price?
The Emotional Close With this close you let them feel the emotions or
consequences of not going ahead with the purchase. An example would be "Over
five years it might seem a lot of money, but we find that most responsible people
decide they simply have no choice but to go for it when it's less than a pound a day to
protect your.../safeguard your..../improve your... (whatever)."
The Puppy Dog Close Let someone have a puppy for a week and then ask for it
back and you will receive a lot of resistance: It has become part of their life. The
same applies to business, leave a sample product with a client for a week and let them
get used to it, Let me leave it with you and you see how you get on with it..." If they
see the benefit they will purchase it. I see a lot of this on the internet where
companies offer free software on a 30 day trail, after 30 days you are so dependant on
the software that you purchase.
The Great Leader Close You would use this close is someone is really reluctant to
make a decision. Simply replace Winston Churchill with a great leader from your
country (Benjamin Franklin, Nelson Mandela). An example would be: I recently
heard about something that Winston Churchill, one of the greatest minds of our time,
said. Here are his words: Indecision has cost the British, British business, and the
British government billions of pounds. Far more than a wrong decision would have
cost. What were talking about now is a decision, isnt it? What will happen if you
say yes and what will happen if you say no? If you say no, nothing will happen, and
things will be the same tomorrow as they are today. If you say yes, ..(you will
have financial freedom/you will have a hassle free holiday)

The I want to think about it close This is most probably the most common
objection you will come up with. Once again you need to find the hidden objection.
An example would be: Thats fine. Obviously, you wouldnt take your time thinking
about this unless you were seriously interested. So, may I assume you will give it
very careful consideration? Just to clarify my thinking, what part of this opportunity
is it that you want to think over? Is it the quality of the service Ill render? Is it
something Ive forgotten to cover? Is it the return on your investment? Is it any of the
financial aspects? Seriously, please level with me. (Wait for the hidden
objection)
The Financial Freedom Close - Youll have financial freedom for the rest of your
life, youll have the satisfaction of .(watching your son walk across the stage
on graduation day, and youll be(a part of a Blue Chip company offering
unlimited career opportunities.)..(driving your new car for three years with free
roadside assistance anywhere in Europe)
The Scale Close This is very similar to the Balance Sheet Close, you would just use
different words and drawings. I understand how you feel, and weighing the facts
before making a decision makes a lot of sense. In fact, when Im in this type of
situation, I use a method called the Weighing the scale Approach. Heres how it
works: First, we draw a scale. On the left side of the scale, we pile up all the reasons
you feel it makes good sense to go ahead with the purchase. On the right side of the
scale, we pile up the reasons you feel are against the purchase. When we are finished,
the decision will be weighed. Lets try it, okay?
The Bad Experience Close This you would use when the client is a little wary
because of a prior bad experience. First of all, even though it wasnt my company, I
apologise for times other companies have sold you products and then let you down
with the follow-up and service. Let me assure you, we will always be available to you
and will contact you on a scheduled basis to make sure of your satisfaction. In fact,
thats one of the reasons I chose to work for XYZ. We are always here for our
customers. Your ongoing business is important to us, and I wont do anything to
jeopardise the relationship were establishing here today.
The Urgency Close: "I'm sorry but due to the holidays we can't deliver in the three
weeks after the 15th, so we can only do it next week, is that okay?"
The Too Busy Close. Jack, I can see that you are very busy today, and I believe
that you have a strong desire to make the right decision regarding the investment and
the benefits to you. To allow you the opportunity to consider the benefits we have to
offer without interruption, how about letting me take you for a light lunch where we
can cover the details uninterrupted. You can then:

Reschedule for a better time

Recommend lunch for the next day
Suggest moving to a conference room or a coffee shop

The Financial Goals Close. In analysing all considerations, I sincerely feel that
this decision makes good sense. With your approval right here we can make the
financial arrangements that will help you to meet your financial goals.
The Collecting Information Close This is a close that should be used early in the
interview. It gives you permission to collect information that will help you to come
up with the correct solution and close the sale. Mike, I want to do the best I can for
you today. So, would you be offended if, while we chat I make a few notes. That way
there is no chance that I will forget anything that could save you time or money.
The Understanding Concerns Close Please help me to understand your
concerns? Would you mind elaborating on your feelings of uncertainty for me?
The Home Visit Close How are you two feeling so far about the financial
programme we have been discussing? Are there any other concerns which would
keep you from making a decision tonight?
The Desperation Close I know you have some reservations that we can't
overcome right now, but I've got to admit that I'm pretty desperate for this sale - my
manager says he'll fire me if I don't get an order this week, and you're my last chance
- I'd be ever so grateful if you'd go ahead - and I promise you we'd be able to sort out
the extra features once I speak to our operations people..." (How could anyone live
with themselves using that one?....)
The Big Ego Close: "We generally find that only the people who appreciate and are
prepared to pay for the best quality go for this service/car/product How do you feel
about it?..."
The Testimonial/Reference Close Always carry a folder with letters from happy
clients that give glowing references. Show this to the client saying Mary, take a look
at what some of our satisfied customers have to say about us. Please feel free to even
give them a call and ask them about or quality and service.
The Last Chance Close: (Youve tried everything, but just cant close. Pack your
case and prepare to leave. When you get to the door, stop and ask) "Just one last thing
- would you tell me where I went wrong - you see I just know this is right for you,
and I feel almost guilty that I've not sold it to you properly, as if I've let you down....."
What could I have done to convince you that this is the right product for you?
The Benefits Close: "I can see I've not explained this properly - can we take a
moment to go through all the benefits and see which one is stopping us from
proceeding?" (At which you list all the benefits - the positives, and run through each
one to confirm it's not that one which is causing the problem, crossing a line through
each as you go. When you cross the last one out, you claim that there really seems to
be no reason for not going ahead...)

The Pros and Cons Close: "I can appreciate this is a tough decision - what
normally works is to write down a list of all the pro's and con's - two separate
columns - and then we can both see clearly if overall it's the right thing to do..."
The Begging Close If all else fails, beg. What do you have to lose at this stage apart
from you pride..

Personality Styles and Closing

The manner in which a sale is concluded depends on the style of the decision-maker watch out for the signs: Drivers (decision makers/task focused people) are likely to
decide very quickly and may be a little irritated if you leave matters hanging after
they've indicated they're happy; Analyticals (accountants, engineers) will want every
detail covered and may need time to think, so don't push them, but do stay in touch
and make sure they have all the information they need. They will buy when they are
ready, you cant rush the close; Amiables may actually say yes before they're ready
because they want to please you, in which case you need to ensure that everything is
suitably covered so nothing can rebound later: Expressives make sure they
understand all the details and always follow up and put all of the details in writing.
Biggest Closing Mistakes

Not asking for the business

Talking too much
Not in the mood to sell
Lack of enthusiasm
Rushing the close
Selling logic rather than emotion
Too many distractions
Loss of control

Frank Furness 2004

ABOUT THE AUTHOR
Frank Furness is author of the Finding New Business and Clients and many other products that
can increase your business on CD, DVD and Video
NOTE: Youre welcome to reprint this article online as long as it remains complete and
unaltered (including the about the author info at the end), and you send a copy of your reprint to
frank@frankfurness.com

Keynote speeches & training programmes by

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Frank Furness is an international speaker who has entertained,

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Selling for Fun & Profit 3 CDs

35

Selling for Fun & Profit Video

20

Selling for Fun & Profit DVD

20

Selling for Fun & Profit Single CD

15

Walking with
TigersWith
- 3 CDs
Walking
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3035

Finding New Business 3 CDs

35

Business Presentation Skills 3 CDs

35

The Secret Power of Questions - Single CD

15

Secrets of Successful Consulting 3 CDs

35

Speak for High Fees in Many Lands 6 CDs

85

Finding New Clients Booklet

10

Its all about YOU 3 CDs & action planner

50

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