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SKILL


How to Use the Probability Close STEVEN S. WEST


If I could single out just one technique that has dramatically improved my personal sales performance, I am sure that technique would be The Probability Close. Here’s how it goes.


When the prospect gives you that famous, “I want to think it over” – or some variation of that objection – try saying, “That would be perfectly fine. I understand your desire to want to think it over, but let me ask you this: When I call you back next week, what is the probability – in percentage terms – that you and I will be doing business?” Then pause. Don’t say another word until the prospect speaks.


6 | DECEMBER 2018 SELLING POWER © 2018 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


The prospect’s response can generally be divided into three possible categories: 1. More than 50 percent but less than 85 percent. If your prospects respond in this range, try to ask them what the remaining percent is against; then, pause and don’t say another word.


When you become skilled in this technique, you will actually see prospects blink as they focus on their


real objections. Many times, we hear that


prospects want to think things over. It is not because they want to delay the decision; it is because they don’t fully understand what is bothering them. The Probability Close permits your prospects to focus on their real objection. Once you have a real objection, you can convert that objection with a persuasive sales argument.


2. Above 85 percent but not 100


percent. If they’re in this range, you recognize there is only a minor probability against you, and you might want to say, “Since we’re almost certainly going to be doing business together, why wait until next


TIERNEYMJ / SHUTTERSTOCK.COM


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