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 Frank Furness

Do you want to improve your prospecting, cold calling, telephoning and sales techniques? Do you want to improve your questioning & listening skills? Reach decision makers? Overcome objections? Build a winning sales team? Improve your sales management skills? Sales training & sales management programmes are available for business owners, corporate executives, sales managers and Salespeople.

Frank Furness is an international speaker who has entertained, inspired and educated audiences in forty countries. Let your organisation benefit from his 100 mph entertaining talks laced with humour, anecdotes and stories. Franks expertise in sales, leadership and motivation will elevate both you and your employees into a new playing field of peak performance. Frank has helped audiences around the world to shine with improved sales, leadership and communication skills.
Keynotes: Walking with tigers Share the secrets of top sales performers from around the world with the 21 point success plan Selling for fun...and profit Numerous sales ideas and scripts in this entertaining and educating talk could boost your sales performance immediately Lead or bleed Leadership skills to move your organisation to the next level Business predators Reasons businesses fail and how your organisation can avoid them Its all about YOU Secrets of goal setting and stories of exceptional people. Unleash the magic inside you Finding New Clients Secrets, tips & ideas on how to find new client

Workshops & training events:

Finding new business & clients Proven ideas on prospecting, networking and referrals that will put you in front of more qualified clients more often Providing a magical customer service Case studies of three top organisations and how your organisation can benefit from their success formula Gaining, training and retaining top performers Proven ideas to help you build a winning sales team Presentation magic Advanced presentation skills. Video examples of top speakers & their success formula. Skills that will take you to advanced levels of presentations

Frank is available for: Keynote speeches After dinner talks Full day and half day workshops Business Consultancy Coaching

Contact Details Koutaki House 1a Meadowbank Watford WD19 4NP United Kingdom Tel: + 44 (0) 1923 248200 Fax; +44 (0) 1923 254105 www.frankfurness.com Email: frank@frankfurness.com

What they are saying

After many years in the sales industry, it has been highly refreshing to find a professional who can rekindle the fire in our sales force. Franks professionalism and knowledge of sales in my opinion cannot be equalled and since his motivational talk, there has been a dramatic increase in our sales figures. Stuart Thomson, MD of PIC, Dubai I thought that your talk at our management conference at Twickenham Stadium was absolutely tremendous! Jeff Travis, Chief Executive, Life Insurance Association, UK What an excellent presentation. It was unanimously claimed as the best session any of the team had experienced. Everybody is charged up and my only challenge is to ensure that we carry through the great ideas you provided. Alistair Altham, Group Marketing Director, Johnson Fry Securities Ltd., London It was a great day, allowing some fantastic team bonding, and inspiring everyone to believe in themselves and their goals Georgina Wise, Sales Manager, Phoenix IT Services It was pitched perfectly and the feedback from both the audience and the senior management was excellent, it certainly fired up the troops and they have gone back to their dens with more focus, imagination and ambition Becky Graveney, Sales & Marketing Director, Initial Style Conferences Frank has managed to put the FUN back in selling and defines the basics of selling so clearly. The feedback from the managers to their sales staff was so overwhelming that every single sales consultant in our business is insisting that we book Frank to speak at our next sales convention J D Henderson, Commercial Director, Relyant Retail, South Africa You are just one of the best speakers I have had the opportunity of working with since our company was formed in 1988 Stuart Lee, Managing Director, Worldspeakers Celebrity and Speaker Management

Products to help you grow your business

Walking with Tigers This triple audio CD set covers the secrets of success of the top salespeople in the world. Frank interviewed over 500 top salespeople on how they achieved such great results. The details of the research as well as a 21 point plan to achieving greatness in sales will give you ideas to move your business forward. Finding New Business & Clients This triple audio CD set shares numerous ideas on prospecting & how to find new business. Everything is covered from networking, referrals, swap clubs, article publications, centres of influence, cold calling and much, much more. Selling for funand profit This is a condensed series of Franks workshop which has been presented in 40 Countries. Everything from the basics of selling to advanced ideas is shared in this series. Included are: the sales cycle, prospecting, telephone skills, interviewing & negotiation skills, closing, personality styling & customer service. The series includes many practical scripts on phoning, developing rapport, overcoming objections & closing. Triple audio CD set, Single CD, Video & DVD Powerful Presentation Skills One of the most effective and fastest ways to boost your career success is by consistently delivering excellent presentations that really engage the hearts and minds of your audience. You may be presenting one to one, to a small group or a large audience, however, the core skills that make you an engaging and inspirational speaker are the same. In this triple audio CD set, master presenters Frank Furness & Hilary Wilson share comprehensive and highly practical details on all the key aspects of becoming a first rate speaker. The Secret Power of Questions Frank Furness & Keith Banfield. In this audio CD Frank & Keith share ideas and proven questioning techniques that will enhance sales, business and relationships if used effectively. Secrets of Successful Consulting In this triple CD audio series Frank Furness & Tom Lambert share proven ideas on how to attract more business and run a successful consultancy practice. Toms ten books are global best sellers in 13 major languages. This series shares ideas that will enable the dedicated professional to build a personal practice capable of earning a six figure sum.
Fax your order now to 01923 254105 Full Name: ____________________________________________

Address: ______________________________________________ ______________________________________________ Postcode: ______________ Tel: ___________________ Credit Card No Visa MasterCard

Signature: ________________________________ Expiry: _____/_____ Description Selling for Fun & Profit 3 CDs Selling for Fun & Profit Video Selling for Fun & Profit DVD Selling for Fun & Profit Single CD Walking with Tigers - 3 CDs Walking With Tigers 3CDs Finding New Business 3 CDs Business Presentation Skills 3 CDs The Secret Power of Questions - Single CD Secrets of Successful Consulting 3 CDs Speak for High Fees in Many Lands 6 CDs Finding New Clients Booklet Its all about YOU 3 CDs & action planner Sub Total VAT @ 17.5% TOTAL Price 35 20 20 15 3035 35 35 15 35 85 10 50 Quantity Take/Send Total