Chapter 12

Closing Begins the Relationship

 Learning Objectives

12-1: Explain when to close.

12-2: Describe what to do if your prospect asks for more
information, gives an objection, or says no when you ask for the
order.
12-3: Explain why you must prepare to close more than once.
12-4: Present, illustrate, and use several techniques for closing
the sale in your presentation.
12-5: Construct a multiple-close sequence.
12-6: Discuss the 12 keys to a successful close.

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 The Core Principles: Closing

Look for buying signals

Be confident in your suggested order
Prepare several closes for each call
Do not take “No” personally
Remember that a successful close begins your relationship
You now prove your value with ethical service and your new
relationship

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 What Is Closing Within Sales Process?

Closing The Sale Opportunities to Close (Timing)

Closing: Process of helping people • Whenever it is appropriate
make a beneficial decision
• Early, middle or after presentation
• A decision point
• After trial closes
No magic phrases or techniques to
use in closing a sale

When should you close?

• When prospect is in conviction
stage of mental buying process

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 Reading Buying Signals

As customers reach the end of

their mental buying process
(i.e. conviction stage), they may
provide a buying signal
• Buying signal: Anything that a
prospect says or does to indicate
that he is ready to buy
• Asking questions
• Asking another person’s opinion
• Relaxing and becoming friendly
• Pulling out a purchase order form
• Carefully examining merchandise

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©Business Images/Shutterstock
 What Makes a Good Closer?

What Elements Aid Salespeople In Closing the Sale?

• Salesperson possesses strong desire to close sale
• Possesses positive attitude about product/service as solution
to buyer’s needs
• Well prepared: Understand needs; tailors presentation
• Alert for buying signals
• Asks for the order and then remains quiet
• Gets the order and moves on

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The Sales Process: Trial Close Before The Close

A positive response to trial

close indicates a move
toward the close
A negative response means
to determine prospect’s
objections

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©Amble Design/Shutterstock
 How Many Times Should You Close?

You must be able to use multiple closes (i.e. closing

technique)
• Depends on the situation and customer

Experienced salespeople understand:

• First “no” from prospect isn’t necessarily absolute refusal to
buy

Often you will need to use three closes within a

conversation
• You will learn how without being pushy
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 Difficulties With Closing 1

Closing is the easiest

part of presentation
• Asking for a natural
decision point

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©Abel Mitja/Getty Images
 Difficulties With Closing 2

Salespeople may fail to close because:

• Not confident in their abilities to close
• Believe prospect does not need the quantity or type of
solution offered
• Remember it is the prospect’s decision and responsibility whether or
not to buy

• Do not make the decision for the prospect

• Lack of preparation: May not have worked hard enough to

develop a customer profile and customer benefit plan
• Poorly prepared presentation reduces opportunity to assist customer
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Improve Your Chances: Essentials of Closing
Sales
Communicate: Ensure customer understands
Directly link your solution’s benefits to the buyer’s true needs
Tailor your close to each customer
Consider the customer’s point of view in everything you do
Learn that “no” may be an expression of hesitation or concern
Learn to recognize buying signals
Before you close, ask a trial close
After asking for the order—be silent
Set high goals for yourself and commit to reach your goals
Develop a positive, confident, and enthusiastic attitude toward
yourself, your products, your prospects, and your close
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 Get Ready for Closing 1

Before you close, clear

the air
Reduce opportunity for
additional concerns,
hesitation or risk
• Use a final trial close to
ensure you didn’t miss
important issue
• Ask if you missed
anything or if buyer
perceives any risks
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©business images/Getty Images
 Get Ready for Closing 2

Questions that alleviate concerns

• Are there any areas about this solution that we have not
addressed adequately?
• Do you have any specific concerns about the solution?
• What areas are you unsure of at this time?
• What am I missing to ensure this meets your needs?
• Are there any areas that we haven’t addressed in order to
make a decision?

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 What Should You Know About
Closing Techniques?
Use a closing technique that fits the situation
Some salespeople practice multiple closing techniques
• Each designed for a specific situation
• Preparation provides salesperson with confidence and
opportunity to close the sale

First, we will review a range of common techniques;

then move to more targeted techniques

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Closing Techniques Common Closes & Specialty Closes
Common Closes
• Summary-of-benefits close
• Direct close
• The question close
• The probability close
• The negotiations close
• The technology close
• Using visuals to close
Specialty Closes
(Specific Situation)
• Assumptive close
• Alternative-choice close
• Minor-points close
• Compliment close
• Standing room only close
• Continuous-0yes close
• T-account or balance-sheet
close
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 Summary of Benefits Close

Summarize benefits in a positive manner

• Benefits directly linked to buying needs

Three basic steps:

• Determine the key product benefits that interest the
prospect during the presentation
• Summarize these benefits
• Make a proposal

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 Summary of Benefits Close Example
Example:

Salesperson: Ms. Stevenson, I’d like to recap our discussion. At the beginning of our
discussion, you mentioned that any new product needed to meet your profit margin
goals. Our new product delivers 48 percent. You also mentioned fast delivery. And I can
commit to you that you will have the product in your distribution center within three
weeks of the initial order. Finally, you mentioned you needed your vendors to provide
favorable credit terms, and our firm offers a generous 2/30 net 90 payment policy. Am
I missing anything? [Summary and trial close.]

Prospect: No. Those are the areas that I need for a new product.

Salesperson: With the number of customers in your store and our expected sales of the
products due to normal turnover, along with our marketing plan, I suggest you buy
[state the products and their quantities]. This will provide you with sufficient quantities
to meet customer demand for the next two months, plus provide you with the profit
you expect from your products. I can have the order to you early next week. [Now wait
for her response.]
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 Direct Close 1

Salesperson asks customer for a decision in

straightforward, candid manner
• Ensure you address all objections prior to using
direct close
• Goal: Make sure customer understands all of product or
service’s benefits
• Asking for a specific action

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 Direct Close 2

Examples:
Salesperson: “Do you feel comfortable moving forward
and signing the agreement now?”
or
Salesperson: “Well, the next step in the process would
be sign the agreement and begin the implementation
process. Shall we move forward at this time?”

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 Question Close 1

Uses questions to generate a decision point.

• Focuses on the buyer making a key decision
• May need to receive multiple approvals within a
customer’s organization before a purchase can be
finalized
• In other situations, salesperson may ask directly for the
business at present meeting

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 Question Close 2

Example
Salesperson: “It sounds like you feel comfortable moving forward
with this recommendation. How do you suggest we proceed in
moving this opportunity forward through the organization?
Whom do we need to include in our next meeting?”
or
Salesperson: “With all of this information, is there anything else I
can answer or shall we move forward with the purchase order?”

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 Probability or Rating Close

Salesperson assesses buyer’s level of

comfort/risk with solution(s)
• Ask buyers to share level of perceived risk regarding
entire solution or certain elements of solution
• Used when product/service is very technical or
requires a sizable investment
• Allows salesperson to understand customer’s
ongoing concerns

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 Probability or Rating Close Example
Example:
• Salesperson: We have covered a great deal of information in this discussion. If I may, I’d like to
propose that we take the three major elements of this proposal and ensure you are
comfortable with them. Would this be acceptable to you?
• Customer: That sounds great.
• Salesperson: Fantastic. Now in terms of the promotional campaign, I’d like to understand your
thoughts. On a scale of 1 to 10, how does the proposed campaign meet your business
objectives in terms of driving the sales you need to meet your quarterly revenue numbers?
• Customer: I really like the heavy investment of in-store promotions. This is exactly what I want
my vendors to enact. I give it a 9.
• Salesperson: Great. Now, let’s transition to the implementation plan, primarily focused on the
distribution timelines. We mentioned that your distribution centers can have the product
within 11 business days of the first order date. Based on this timeline, what are your thoughts
on a scale of 1 to 10 of this meeting your internal requirements?
• Customer: About a 6, I’d ideally like it in the distribution centers within 9 business days.
• Salesperson: Okay, this sounds like something we should discuss before we move forward.

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 Negotiations Close 1

Goal: Find ways for everyone to have a fair deal

• Win-win situation for buyer and seller
• Salesperson must understand areas of compromise

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 Negotiations Close 2

Example:
• Salesperson: “Why don’t we compromise? You know
I am unable to offer you a discount, but I am more
than happy to defer billing until the end of the
month. Would you be willing to move forward with
the agreement using these terms?”

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 Technology Close

Salespeople integrate visuals, such as

documents, slides, and sales sheets, as a way to
visually convey or reinforce a point
• Provide action plan to implement product, service,
or solution.
• Salesperson may include a suggested order, timelines,
major steps or tools needed, and a closing statement

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 Technology Close Example
Example
• Salesperson: “I’m delighted that our solution meets the financial objectives you
need to accomplish [transition]. Now, I’d like to review the opportunity to execute
this solution within your firm.

• I’ve developed a potential timeline for the implementation process. As you can
see, if we move forward on this agreement today, the first action item will be
completed within one week. During this time, we meet with your technology
group to learn about your existing technology and manufacturing system.

• The next step is the integration period. This will require a two week testing period
and a two week integration period. In summary, a signed agreement allows us to
integrate the total solution within a six week time period and allows your team to
begin capturing cost savings.

• Would you be amenable to starting the implementation process and moving

forward with this initiative today?”
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Visual Aids Focusing on Your Solution’s Action
Plan 1
Use visual aids to display timeline or steps in
process
• Example:
• Salesperson provides action plan after business
proposition
• Details actions required to implement new service
• May include timelines, suggested order, major steps or
tools needed

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Visual Aids Focusing on Your Solution’s Action
Plan 2
Example:
• Salesperson: I’m delighted that our solution meets the financial objectives you
need to accomplish [transition]. Now, I’d like to review the opportunity to execute
this solution within your firm.

• I’ve developed a potential timeline for the implementation process. As you can see,
if we move forward on this agreement today, the first action item will be completed
within one week. During this time, we meet with your technology group to learn
about your existing technology and manufacturing system.

• The next step is the integration period. This will require a two week testing period
and a two week integration period. In summary, a signed agreement allows us to
integrate the total solution within a six week time period and allows your team to
begin capturing cost savings.

• Would you be amenable to starting the implementation process and moving

forward with this initiative today?
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Implementation Allows Cost Savings
To Start Within 6 Weeks

By initiating today: Cost savings within 6 weeks

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 The Business Proposition and the Close

For some salespeople, the discussion of the

business proposition provides an excellent
opportunity to close.
Use a Visual Aid to Close
• Visual aids work well for both discussing the
business proposition and closing.
• Visual aid to close

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 Assumptive Close

Salesperson assumes prospect will buy

• Customer may believe salesperson is a valued partner
• Tend to be used within a more trust-based, long-term relationship

Example:
• Salesperson: “This is my recommendation for the product
assortment and quantities that I suggest you need this month.
I’d like to move forward with the order today.”
Or
• Salesperson: “I’d like to send the following items to your
distribution centers by the end of the week.”
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 Alternative-Choice Close 1

Assumes a sales is imminent

• Assumes customer has desire to buy and will buy
• May be used in a rebuy situation
• Provides choice between items

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 Alternative-Choice Close 2

Example:
• Salesperson: “Would you prefer the Xerox 6200 or 6400?”
• Or
• Salesperson: “Which do you prefer—our current version of
software or the version with the upgraded features?”

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 Minor-Points Close 1

Assumes a sales is imminent

• Assumes customer has desire to buy and will buy
• May be used in a rebuy situation
• Provides choice between items

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 Minor-Points Close 2

Example:
• Salesperson: “Are you interested in buying or leasing our
equipment?”
Or
• Salesperson: “Would you like to install the 18- or the 24-
camera system?”

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 Compliment Close

Compliment should be sincere and targeted

• Compliment may increase their listening and
favorable response
• Buyers can sense a false or insincere compliment

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 Compliment Close Example
Example:

• Salesperson: Obviously, you have a wealth of experience within the grocery business. You
have every square foot of your store creating strong revenue gains and providing substantial
profit levels.

• Ms. Stevenson, our products also will assist your store and your personal goals of increasing
profitability. In fact, our profit will exceed your store’s average profit-per-square-foot by 25
points.

• And, the inventory turnover is 1.5 times greater than the average product in the competitive
set. This added benefit of high turnover will further increase your cash flow—which you have
said is important to you. [He pauses, and when there is no response, he continues.]

• Given the number of customers coming into your store, and our expected sales of these
products due to normal turnover, along with our marketing plan, I’d like to recommend that
you purchase [he states the products and their quantities]. This will provide you with sufficient
quantities to meet your customers’ demands for the next two months, plus provide you with
the expected profit from your products. [Now he waits for the response or again asks for the
order using the alternative choice or assumptive close.]
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 Standing Room Only Close 1

Closing in which deadlines, time constraints,

inventory availability, or limited access to
products and resources exist.
• Example: You need to communicate the time
constraints associated with the availability of certain
seasonal clothing lines

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 Standing Room Only Close 2

Example:
• Due to the increasing costs of commodities, the cost of this
equipment will increase 10 percent next week. Would you
consider writing the purchase order today so you can avoid
the price increase that goes into effect next week?

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 Continuous-Yes Close 1

Similar to summary close

• Difference: Salesperson develops series of benefit
questions
• Important to tie buyer’s needs with your solution
• Try to make it conversational
• Goal: Use this closing technique wisely
• Don’t allow customer to feel manipulated.

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 Continuous-Yes Close 2
Example
• Salesperson: Ms. Stevenson, I’d like to review with you some key elements of our discussion
to ensure I’m meeting your needs. First, you mentioned that the quality of our products met
your firm’s quality expectations. Is that safe to say?
• Prospect: Yes, that’s right.
• Salesperson: And you also mentioned that our delivery schedule aligns with your key time
periods for stocking. Is that correct?
• Prospect: Yes, it does.
• Salesperson: Finally, you mentioned that profit productivity and financing terms were also key
requirements. Would it be safe to say that the product’s profit margin and credit terms align
with your needs?
• Prospect: That’s correct.
• Salesperson: Ms. Stevenson, our quality products, fast delivery, profit margin, and good credit
terms will provide you with an excellent profit. With the large number of customers you have
coming into your store, [salesperson completes the close as done in the summary-of-benefits
close].

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 T-Account or Balance Sheet Close

Utilizes a comparison (pros and cons) for moving

forward with decision
• On sheet of paper, salesperson draws a large T
• Left side: To act (benefits)

• Right side: Not to act (disadvantages)

Salesperson reviews presentation with prospect

• Lists positive features, advantages, and benefits the prospect
likes on the left side and all negative points on the right

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 Prepare a Multiple-Close Sequence 1

Different closing techniques work best for certain

situations
Multiple closes incorporate techniques for overcoming
objections
Keeping several closes ready puts you in a better
position to close more sales

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 Prepare a Multiple-Close Sequence 2

Example:
• Begin with a summary close
• If the buyer says no, rephrase the objection and
then use an alternative-choice close
• If the buyer says no again and does not give a
reason, you could use the five-question sequence
method for overcoming objections

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 Closing Begins the Relationship

When you make a sale for the first time, you

change the person or organization from a
prospect to a customer
Earn the opportunity to sell to the customer in
the future

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 The Last Key to Successful Closing is to
“Leave the Door Open”
Act as a Professional.  How Can That Be Done?
• Always place the customer’s needs first
• Treat a customer as you would your grandmother
• Be a person of character, integrity, and trustworthiness
• If your product will help the person, then you will be back
another day

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 Which Closing Technique Should I Use?

To answer that question you should first:

• Determine your approach
• Create your presentation, then
• Determine how best to close

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 Each Closing Technique We Reviewed…

Is different
Can be used with other closing techniques
Helps you be a better communicator
Helps you better serve others
Should be carefully studied

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Assume You Have Completed Your Presentation
and are Getting Ready to Close 1
You remember to use a trial close before you ask the
person to buy – if objections or questions arise, what
phase of the prospect’s mental steps is the buyer
probably in?* (Choose one)
• Attention
• Interest
• Desire
• Conviction
• Purchase
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Assume You Have Completed Your Presentation
and are Getting Ready to Close 2
The buyer is in the desire stage
Which stage should the buyer be in before you close?*
(Choose One)
• Attention
• Interest
• Desire
• Conviction
• Purchase

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Assume You Have Completed Your Presentation
and are Getting Ready to Close 3
Ideally, the salesperson should wait for signs that the
person is in the conviction stage because a buyer in this
stage typically:
• Has a strong conviction that you can be trusted
• Feels the product will fulfill needs or solve problems
• Will reveal real concerns due to trust

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 If You Close and Receive an Objection,
What Should You Do?
Find out what the objection is

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After You Find Out What the Objection Is
And Answer It, What Should You Do Next?
Ask a trial close to determine if you have overcome the
objection

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 If You Have Closed, Had an Objection Arise and
Effectively Handled the Objection, What Should You Do Next?

Close again!
This is why you need a multiple-closing
sequence

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 When You Do Not Make the Sale

Know that you cannot always sell everyone

Don’t take buyer’s denial personally
Be courteous and cheerful
Leave the door open

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 Research Reinforces These Sales Success
Strategies
Common salesperson mistakes resulting in unsuccessful
sales calls
• Tells instead of sells, doesn’t ask enough questions
• Over-controls the call, asks too many closed-end questions
• Doesn’t respond to customer needs with benefits
• Doesn’t recognize needs, gives benefits prematurely
• Doesn’t recognize or handle negative attitudes effectively
• Makes weak closing statements, doesn’t recognize when or
how to close
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 Can You Answer?
1. What does buying signal refer to? Why is reading buying signals is
important for salespeople?

2. What are the 12 keys to a successful closing? 

3. What are some commonly used closing techniques? 

4. What are some closing techniques that can be utilized in specific type of
situations? 

5. How can using visual aids add value in the closing process? 

6. What are the action steps a salesperson should take after closing? 

7. What are the five skills that salespeople should learn and use to improve
their selling success rate?

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 Keys to Improved Selling

Ask questions to gather information and uncover needs

Recognize when a customer has a real need and how
the benefits of the product or service can satisfy it
Establish a balanced dialogue with customers
Recognize and handle negative customer attitudes
promptly and directly
Use a benefit summary and an action plan requiring
commitment when closing

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