Module 12 • Closing the sales 2.6 The physical action technique
The saying “Actions speak louder than words” can sometimes help a salesperson close a deal after other techniques failed or the prospect is still indecisive. The salesperson does something physical in bringing the sales to a close.
Examples of this technique: • The salesperson places the order form/contract in front of the potential buyer.
• The salesperson hands a pen to the prospect to sign the contract.
• The salesperson asks the prospect to initial the contract. • A salesperson selling cars can say: “Take it for a test drive.”
By completing the actions of the salesperson (taking the pen or signing the contract etc.), the prospect silently agrees to buy the product.
2.7 Weighing advantages against disadvantages
Make a list of the advantages as well as the disadvantages of the product. The advantages must obviously outweigh the disadvantages.
The salesperson must compare the pros and cons and try eliminating as many disadvantages as possible in order to close the sale. This technique builds trust as the prospect feels the salesperson is taking a unbiased approach towards the sale.
2.8 The standing room only technique
This technique makes use of man’s natural tendencies to want what others have. It is against human nature to let an opportunity pass by. If the prospect hears that there is only one article left, or that it has already been ordered, he usually wants it.
In many cases, the indecisive prospect must be moved to action by this closing technique. This sale close must only be used if the reason the salesperson gives is the truth. It cannot be used to get rid of goods that sell slowly and of which there are still many in stock. It would be highly unethical of the salesperson to do so.
Examples of this technique: • “It is selling like hot cakes. I am not sure for how long we will have stock of this.”
• “This offer expires today; last chance to buy it at 40% discount.” • “There are only two couches left in this colour. And we won’t be receiving more of them.”
2.9
Other closing techniques • Continued affirmation
The salesperson asks questions that lead to positive “Yes” answers right from the beginning of the presentation, up to the end when he obtains a “Yes” to his request for the order.
• Closing on a choice (Alternative choice close) Try to limit the prospect’s choices to two or three alternatives to make it easier for the indecisive prospect to make up his mind.
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