SKILL


When to Close a Sale W. I. BARNHART


This question often comes up at sales meetings: “Is there a good psychological moment to close?” When one group of salespeople was asked this and the answers were evaluated, the overwhelming conclusion was: Yes, there is a psychological moment in every sale which is fatal for the salesperson to pass.


A few of the 27 salespeople in attendance disagreed. In fact, a de- termined minority of eight insisted that “this talk about the ‘psycho- logical moment’ is wrong.”


A still smaller minority expressed


the opinion I believe to be the correct one: that, while there is undoubtedly one moment that is the best time to close any sale,


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many other moments are almost as good. As a result, the salesperson will have many other good chances to close – even if he passes up the “one best moment.”


WHEN TO CLOSE INSTEAD OF TALK


Of course, everybody recognized that salespeople who are intent upon talking will go oratorical on their way, past all the good closing points, and talk themselves clear out of an order. In that way, they’re like Mark Twain’s missionary, who preached so long that Mark – after feeling thoroughly “sold” at first on a $5 contribution – became so thoroughly “unsold” by reason of the preacher’s long-windedness that he abstracted a dime from the collection plate instead of contributing anything. Knowing when to close is one of the


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