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Direct Close

This is the most straightforward close - simply ask for the order. It is estimated that 70% of
sales presentations end without the seller asking for an order. The other 30%, who do ask,
give up after the customer has held back or refused twice.

You are giving a sales pitch so the customer fully expects to be asked to put in an order. The
best sales people know when the right time to ask directly is. If the customer doesn't bite,
you've not lost anything and you can always try a different close.

 "Lets run your ad this month, okay?"

 "Are you happy for me to reserve this space for you?"
 "Shall we go and fill in the paperwork?"
 "I'll give the office a call to confirm your order, is that okay?"

This approach takes confidence, but sometimes you just need to bite the bullet!

Assumptive Close
With this technique you act as if the customer has already made the decision to buy your
product or service. For example:

 "What day is best for us to deliver the goods?"

 "Do you want to take away today, or shall I arrange delivery?"
 "How would you like to pay?"
 "How many boxes would you like?"

The assumptive close also uses words like 'will' and 'when'. By using the future tense the
customer can already imagine a life with this product. It is fact; a certainty.

 "This will solve a lot of problems when it is installed. When will be the best time to
 "Will 4 units be sufficient to meet your requirements?"

By acting confidently it will make it difficult or uncomfortable for your customer to not
proceed with the sale

With this technique you ask questions that give your customers a couple of choices but no
more. If you offer too many alternatives, the customer will have a more complex problem of
how they choose between the many alternatives offered. The skill is to ensure you ask a
series of questions that lead to the sale:

 "Would you like this in red or green?"

 "Do you think that the advert would work best in the March or April publication?"
 "Do you want a glass of red or white wine to go with your meal?"
 "Would you like 1 or 2 boxes?"

This technique changes the buying decision from a big one (Shall I buy this?) to a number of
smaller ones. This technique works well in a variety of 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, leading the
customer to the choice you want them to make.

Physical Action Close

This close involves taking some form of physical action to draw the sale to a close:

 Letting the customer "have a go"

 Taking the customer for a test drive
 Ask if the customer would like a one week trial period

This technique gets your customer involved in the buying process for the product you're
selling. This also may involve a brilliant product demonstration where the customer can get
'hands on' with the product. If you cannot demonstrate the product there then a video
demonstration is a handy tool.

Any choice the customer makes will be based in first-hand experience and evidence.

Urgency Close

With this technique you need to create a sense of urgency into the buying process usually in
terms of special offers or inducements that are only available for a period of time. If not
bought by then, prices will rise or there will be penalties. You need to be a skilled salesperson
to sound credible using this technique. For example:

 "If you book your job advert today, we will upgrade it to a featured advert for no extra
 "We only have 4 left in the store room, let's get yours before they go too."
 "This is at a great sale price at the moment. Lets fill in the paperwork to make sure
you get this low price."

This technique works with customers who have less time to look at alternatives or reflect on
their buying decision. It is particularly effective with those who need a problem dealt with
Testimonial Close

With this technique you give your customers confidence to buy by using testimonials from
other satisfied customers. For example:

 "We provide this service for ABC Corporation."

 "We have a number of customers that would be happy to talk you about our
 "Bob was having similar issues to you - but he has found that our service/product has
made a big positive difference to his business."

By providing evidence from a credible source the customer will feel reassured and confident
about their buying decision. Evidence could be in the form of letters or video. Check first that
the happy customer is willing for their feedback to be used in this way.

We have outlined six of the most effective closes in this tutorial - to find a more extensive list

It is important to remember that you read the buyer's expressions and body language for
'buying signals'. Choose your closing strategy carefully - it will depend on the product and
situation. Once you have used your closing technique, sit back and let the customer reflect on
what you've said. Silence puts pressure on the customer to make a decision. If they have
questions, answer them clearly - then close the deal!