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Probably one of the most often used closes, but classics are just that for a reason. This is the kind of attitude that all good salespeople have in common.

Technique

Act as if the other person has made the decision already.

Turn the focus of the conversation towards the next level of questions, such as how many they want, when they want it delivered, what size they need, and so on.

Examples

When shall we deliver it to you?

What will your friends say when they see it?

Will 20 cases be enough?

Where will you put it?

How it works

The Assumptive Close works by the Assumption principle, where acting confidently as if something is true makes it difficult for the other person to deny this. For them to say you are wrong would be to cast themselves as an antisocial naysayer.

Note: This is one of the most common closes used. Many other closes, such as the Alternative Close are variants of the Assumptive Close.

Technique

In the ‘Artisan Close’, the sales person emphasizes the art, skill and ability that has gone into the creation of the product or service that is being sold.

Examples

This Kitchen Mixer has been designed by skilled engineers and designers who have literally thousands of hours of study behind them.

It may seem like a simple adjustment, but it took three years of training to know how to make the right adjustment.

How it works

When we are going to buy something, we evaluate it in terms of the work that went into it. If we think it was easy to make, then we value it less. Often we do not realize the effort and skill required to produce something and hence think it is worth very little.

Selling with the Artisan Close adds perceived value simply by describing the skill of those who made the item and the time spent in producing it.

There is a similar and slightly different effect in service, where the perceived value can be enhanced by explaining the training and skill of those who will be delivering the service.

Technique

Close out any objections they have about price by making sure they can afford it.

Find how much they can afford. Then show that you have a finance plan that fits their capability to pay.

Bring in other factors to reframe the real price, such as lifetime costs.

Show the price of not buying – for example the cost of continued ownership of the current car.

Strip down what is being sold to the bare minimum. Remove all the options (and maybe sell them as separate items).

Sell them something else they can afford.

Last option: bring your price down to what they are prepared to pay.

And always remember the caveat: do not close people into debt they will not be able to repay.

Examples

How much per month can you afford…yes, we can make a deal for that…

The initial costs seems high, but by the end of the year you will have recouped the costs.

The basic model will fit into your price range.

The maintenance costs on this are very low.

The cost per page of this printer is the lowest in class.

If we can bring the price down to what you say, will you buy today?

How it works

The Affordable Close works by structuring the finance of the deal to fit into the other person’s ability to pay.

‘I can’t afford it’ is often more of an excuse than a real objection. If they really do not want to buy, you will find that they will immediately jump onto another objection.

One of the nice things about selling promotional products is that many of your customers may be small businesses; that could mean that you end up selling to a “couple” or business partners on a number of occasions. This presents a great closing opportunity: The Companion close. By creating an ally on the other side of the table you double your chances of getting to “Yes” and closing the deal.

Technique

Rather than sell directly to the person you are targeting, sell to a person they are with.

This can be a husband, wife, child, friend, grandparent, etc.

Start by being friendly with them (the target person won’t mind this) then gradually increase the selling to them.

Cast them as an authority (particularly as they buy into your idea).

When they are making approving noises or say they would like one, start selling to the real target of the sale.

Rope in the companion as a sales assistant.

If you are lucky, you might make two sales!

Examples

Hello young man, that’s a nice hat! Do you like shoes too?…Do you like these?

Good day sir, madam…You seem to like this too, madam…Which shade is best?…

How it works

The Companion Close works because the companion to whom you are selling the idea does not have to make a financial or other commitment and so will be more ready to agree with you.

When the real target of the sale sees that the other person has agreed, they are more likely to also agree, in order to maintain consistency with their thoughts of their companion being intelligent and to maintain harmony in their relationship with them.

Technique

Use a happy customer to convince the other person.

Show them letters from happy customers. Have the letters on the wall.

If you are using the name of the happy customer, make sure they agree to you doing this. Otherwise you will have to use an anonymous reference, such as ’satisfied customer from Birmingham’ or ‘major airline’.

Persuade happy customers act as references, that the other person can either call up or they can visit. Reward the happy customer with appropriate thanks, which may range from a simple letter to a small present to a discount. Be very careful here to ensure the customer feels valued and does not feel they are being bribed.

Examples

I regularly receive letters from happy customers. Here are a few.

XYZ Corporation are regular customers.

We have several customers who are happy to act as reference sites for us. Would you like me to arrange a visit for you?

How it works

The Testimonial Close works by providing evidence from a credible source. If they do not trust you, they are much more likely to trust someone who is similar to them.

From time to time in the course of making a sale, you come across an objection that the product you’re offering is not what the client is looking for. When this happens you need to change course quickly and adapt to what they want to buy, from what you want to sell.

Technique

The alternative close works by offering more than one clearly defined alternative to the customer.

The number of alternative should be very few – two or three is often quite adequate. If you offer too many alternatives, the customer will then be faced with a more complex problem of how they choose between the many alternatives offered.

Note that this technique works well in many different situations where you are seeking agreement, and not just selling products.

An extra technique that can be effective is to add a slight nod when offering the preferred choice. This can be accompanied by subtle verbal emphasis on the words.

Examples

Would you prefer the red one or the yellow one?

Would you like one packet or two?

Which of these three instruments seems best for you?

Shall we meet next week or the week after?

How it works

The Alternative Close is a variant on the broader-based Assumptive Close and works primarily through the assumption principle, where you act as if the customer has already decided to buy, and the only question left is which of a limited number of options they should choose.

End Buyer:

Goal of the event/promotion:

Type of event/promotion:

Strategy:

Product Solution:

Results: