Transcript of "Closing strategyofworldclasssalesperson"
• Penutupan (Closing), dalam bisnis berarti
langkah final penjualan.
• Tidak melakukan Closing menimbulkan rasa
tidak nyaman pada Prospek dan Penjual
• Untuk memastikan langkah selanjutnya
• Prospek ingin memenuhi KEBUTUHAN
• Bila anda berpikir “Orang ini tidak akan
membeli”, maka tanpa sadar, prilaku dan
tindakan anda akan mencari pembenaran
bahwa mereka tidak akan membeli. Ini disebut
• Berpikir hasil terbaik, maka kemungkinan lebih
besar Anda dapat.
• Jangan berharap closing pada pertemuan
• Jalankan semua proses dengan benar, closing
adalah langkah terakhir
• Mencondongkan tubuh ke depan
• Membasahi bibir
• Kelopak mata dan pupil melebar
• Menunjukkan minat
• Postur tubuh menjadi lebih tegak
• Mengajukan pertanyaan
• Minta untuk mengulang informasi tertentu
• Membahas langkah selanjutnya
• Memperjelas informasi kunci
A. Gain or confirm agreement on steps in the sales
B. Step-by-step advance the sale and reduce anxiety
C. Trade to advance the sale
D. Reassure the customer
E. Comparison closing
F. Balance Sheets
G. Urgency Builders
H. Final Closing Strategies
• Alternate Choice Close - either answer
advances the sale. To add power to this close,
try it with three alternatives.
"Will you want to put these items on your
credit card, write a check, or did you want to
issue a purchase order?"
• Erroneous Conclusion Close - correction
means conviction; to use this close, you simply
take advantage of any mistake you make in
talking with the customer.
"I believe you said earlier that you wanted to
go with the color blue."
• Major/Minor Questions - for prospects who have
trouble making "big" decisions," introduce a
major question followed immediately by the
secondary question. Use a transition sentence
before the secondary sentence.
"As I see it, the only decision we have to make
today is how soon you want your productivity to
increase. By the way, will you want it delivered at
the ____ address or the _____ address?
• Physical Action Close - clearly signal agreement
and closure on a step in the sales process; take
some physical action that signifies the sale is
Adjust your posture, move a step in another
direction, close your note pad, start writing on
the order form or create some combination of all
• Rhetorical Question Close - create positive
response set. The importance of rhetorical
questions is that you get the prospect's head
nodding in agreement. You develop a positive
mind set that is difficult to change.
"Wouldn't you expect to pay a lot more for this
level of quality?"
• Agenda Close - pre-close on next steps; begin each
meeting or contact with agreement on the agenda.
"First, I would like to give you a brief overview of our
company to help orient and define some of our
capabilities. Then, if I could get some information
about your organization so that I can quickly determine
if there is an area where we can help you..." when the
prospect says, "Okay, let's get started," you have pre-
closed on several steps of your sales process.
• Interim Action Plan Close - blocks competition
between calls and commits prospect; the
Interim Action Plan is written at the end of the
meeting on carbonless paper so that you can
provide the prospective customer with a copy
of the action items to be completed by both
parties between meetings.
List and assign action items to individuals
• Next Step or Plan of Action - lay out the steps to
advance the sale; always keep your customer
informed about the next steps in the process.
"I guess my next step would be to review briefly
how we can meet your expectations. If you would
check on your inventory levels, that would help us
do the math when we get back together. What
else do you see we need to accomplish?"
• Probability Close - establishes progress in prospect's
mind; after you complete the list of tasks for your
prospect, ask a question that causes the prospect to
recognize that he or she is about to invest some
amount of effort to fill a need. Certainly, he or she
would not go ahead unless there was a good
probability of a positive outcome.
"After we get this together (point to list), what are the
chances that we will be doing business together?"
• Answering Questions with Questions -
insistent advancement of the sale; you obtain
further clarification of questions asked.
Prospect: "Do you have it in stock?"
You: "Do you need it right away?“
• Give to Get Close - value added; by giving
services and related products to your customers
at no additional cost, you can often pull in those
who are teetering on the borderline.
"We're going to help our new customers stay with
us for years to come. With your purchase of
a…(name your product or service), we will make
your December payments for you for the next 4
• Trade-Off Close - get something solid that
advances the sale; When the prospect asks you
for something or places a requirement in front of
you that you can provide, get something in
Prospect: "Can I get this scheduled for delivery on
You: "If I can get it scheduled, do you want me to
go ahead and put it on order?"
• Try It Out Close - just as the name implies, let
them try it out. Put their concerns or doubts
to rest. Once they have the product or service
for a few days, call to find out if it is working
as expected. Don't try any closes at this time.
Call back at the appointed time to close.
• D.1.Consultants - This is it! - reaffirms expertise and provides reassurance;
present the item and say in an authoritative voice, “This is it!” This is very
strong over the phone if you quickly describe in detail how it will meet
each of the prospects expectations.
“I’ve got it! I know exactly what will work for you.”
Conclude with, “If you feel as good about this as I do, then I think we’re
ready to move forward. What’s our next step?”
Note: Do not use a verbal Rhetorical Question. Don't speak. Wait for their
response. If they aren't overwhelmed with the same conclusion, then
romance the selection, and tell how it meets their greatest needs.
• D.2. Customer List - provides credible reassurance; if you are selling
to a specialized market within an industry such as personnel
managers in the chemical industry, then alphabetize by the
individual's name then list the company name. If the emphasis is on
which companies do business with you, (i.e., Fortune 500), listing
alphabetically by company would probably be appropriate.
• D.3. Higher or Alternate Authority - assurance from an authority.
"Higher" should be interpreted to mean a person who is in a
position to know the value of your product or service. While you
may be calling on the Vice-President of a firm, your higher authority
may be the shop foreman who uses it everyday. Your alternate
authority should be more than a satisfied customer, they should be
an enthusiastic one. Have more than one alternate authority ready
• D.4. Ownership Question Close - creates a
"we're together" mind set; ask a question that
requires the prospect to see him/herself
already in possession of the chosen product or
"Will you be putting the equipment on the first
or second floor?"
• D.5. Show Them How To Own Close - reduces anxiety
and provides reassurance; state the buying process for
your particular product or service.
"To own this…we will need to… (State your process)."
"In order to acquire the franchise for this area, you will
need to be able to store the products in a low humidity
environment. What storage facilities do you have
• D.6.Similar Situation Close - reduces anxiety and provides
reassurance; tell a story about a customer who was in a similar
situation to the one your prospect finds him or herself in today.
Your story will tell how, through the use of your products and
services, your customer was able to solve his or her problem.
• D.7.Take Over - expert steps in to save or advance sale; this type of
third party close consists of a pre-arrangement in which another
person on your sales staff enters the selling situation on cue in
order to aid in closing.
The "Take Over" will go through a "question down" closing
sequence, "And did he explain… What did you think about the…"
• D.8. Testimonial Letters - provides credible
reassurance; when you present those letters
at closing time, use those from customers who
are at least similar or higher in professional
and social stature as your prospect. Use the
most convincing first. Hand them to the
prospect one at a time and allow him or her
the time necessary to read them. Use current
• D.9.Third Party Close - provides credible reassurance; The third
party is someone who has nothing to gain from the sale. Therefore,
she or he is perceived by the prospect as giving an unbiased
opinion. Select your third party based on the following priority
1. Someone the prospect knows personally.
2. A company the prospect would recognize and one that is known
for standards similar to, or slightly higher than that of the prospect.
a. Customer list
b. Testimonial letters
c. Someone in a similar situation
d. Someone else in the company
• E.1.Comparative Question - help the prospect gain a pre-
defined perspective; have your prospect think about an
aspect of your product or service from a specific
perspective. It helps to meet a possible objection head on
and remove it from later consideration. This close always
starts with the words, "Isn't it true that…"
"Isn't it true that the operational cost is more important
than the initial investment?"
• E.2. Competitive Comparison Close - compare apples to apples; this close
allows prospects to compare what you have to offer with the competing
ways of getting his or her needs met.
1. Help the prospect to set expectations that only you can meet.
2. Get the prospect to defend those expectations with additional benefit
"Do you see how installing the plastic components instead of the metal
ones can immediately begin saving you money?"
• Do this with three to five of your strong selling points. This will position
you and your solution as being different from that of the competition.
• E.3.Spotlight Close - intense focus on needed unique selling point;
use this close to help shut out the competition. If you know the
features and benefits that your competition offers, find those that
are offered exclusively by your product or company. Put the
spotlight on these features and benefits.
"Being able to measure your work to close tolerances is critical for
the type of machined products you are building. This semi-
automatic lathe comes equipped with the standard visual scales for
loose tolerance work. But for close tolerances, we've built in a laser-
mirror-measuring device with digital read out, precise to ten places.
There's not even a fully automatic lathe built that can match that
kind of precision. For the short run prototypes you specialize in,
don't you agree this is the lathe to cut with?"
• F.1.Balance Sheet Closing - "Ben Franklin" style
closes;on paper, make a large "T." On the left
side, place a plus sign with the word, "yes." On
the right, place a minus sign with the word, "no."
Discuss with the prospect the assets of your
proposal. Place them in the "yes" column. Place
the drawbacks or weaknesses in the "no" column.
The benefits should outweigh the disadvantages
and your client will see it visually.
• F.2. Pro-Con Close - demonstrate the lopsided balance in favor of the "go-
ahead" decision; this is a simple balance sheet, with columns as above.
"George, let's take a look at what you would be gaining by switching over
to the new phone system, as well as what detractors to the change might
be. Let's start with the positives. Here, (hand George the balance sheet) if
you'll do the writing, I'll work the facts and figures.“
Once you've completed the positives, then work through some negatives.
Don't provide help with the negatives. You probably know a lot more than
your prospect does. Don't give him any more negatives than he already
has. Only help clarify those items that the prospect brings up.
• F.3. Real Dollar Balance Sheet - prevent and close out the price objection and to
create a sense of urgency; the balance sheet is set up the same except the heading
for the left-hand column states "current system" or you can write in the name of
the system or product being used. In the right hand column, write the name of
your product or service. Begin by itemizing all of the costs involved with the
current system. Identify and list them in the left-hand column. Tabulate the total
and put it in the left column. Obtain agreement on that amount. Verify that a
similar amount is, or will be, budgeted for the next year. Next, in the left-hand
column, begin to work your numbers for the present system.
"...These are real dollars that you have spent these last 12 months, aren't they? Is
this approximately the same dollar figure that you have set aside in your budget
for next year? Probably the same for the following year with perhaps a little extra
added in for inflation, right? So over a period of five years, you will be spending
Do the same for your product in the right hand column. Emphasize that the
difference is in real dollars over time.
• F.4. Yardstick Close - provides credible scale for comparing
performance, price, etc., critical in negotiations; use
measurements that are relative to other things.
"Some of my customers budget around $1,000 per person
and some go upwards of $5,000, but most invest in the
range of $1,500 to $2,500. About where do you find
Often the customer will pick the middle range so set it
where you really want to be based on the profile of the
customer and the value you’ve established.
• G.1. Credit Close - increase "want" for the item; for many
types of products and services, it is necessary to obtain
credit information. For example, if financing is involved, use
the form as a part of the "order blank close."
After you have determined the prospect's needs and are in
the final phase of closing, you might say something like,
"It would certainly speed things up if we could attach an
order to the credit form. That will put us at the top of the
stack. What size order do you want to start with to open
• G.2. Fire Insurance Close - create sense of urgency; if your
products or service had some feature that provided some
sort of added protection. The prospect feels it's not
necessary. His company has been getting along without the
feature for a number of years. Compare it to the fire
insurance he/she is carrying.
"When you use this product without the safety device,
you're just as liable to have an accident at any time. The
expense of just one accident would pay for … (number of
• G.3. Lost Dollar Close - consequences of not solving
problem; this close works well at the end of a balance
sheet close where you have clearly demonstrated the
cost-saving effectiveness of your product or service.
"What needs to be taken into account in determining
how soon we should initiate this service, is the amount
of dollars that will be lost from untimely delays. Based
on the figures that you came up with, each week will
be costing you $…“
• G.4. Pending Event Close - create a sense of urgency; this
close works on the basis of fear of loss of some opportunity
"If you don't buy now, I can't guarantee there will be any
here for you tomorrow."
"This will be the only notice you will receive. You have until
October first to return your reservation or it will be assigned
to the next person on the waiting list."
"This is the last one we've got until the next shipment."
• G.5. Save the Company Money Close - consequences
of not taking action now; when the prospect says that
he's got to save the company money, your response
should be, "Over what period of time?“
Once you have this line of thought established, use the
standard balance sheet close emphasizing cost rather
than price - "Our price includes the cost of delivery, set-
up, training, and first year's service."
• H.1. Ask for the Order Directly - make clear
you want the sale.
"I think we’ve got all the items you want here.
Would it be all right if I started writing up the
• H.2.Basic Written Close - order blank; if you are
going to use an order blank close, it is strongly
recommend that you fill in the prospect's name
and address ahead of time. Order blanks are
cheap, and when you start working on one that
already has the prospect's name and address
filled in, it has a much greater positive impact
than one without it. The same is true for
• H.3.Closing on the Final Objection - stop the flow of
"nit-picky" objections; sometimes as a last defense
against buying, people will come up with many
The customer states an objection and you respond
with... "Aside from that, is there anything else that
prevents us from going ahead with the purchase
today?" When the customer responds with, "No, that’s
the reason," then, you can start working the “Objection
• H.4.Honest Inquiry Close - last ditch effort.
"What prevents us from doing business?“
"Do you mind if I ask what is preventing us from
going ahead today?“
At the very least, you may get a true objection
that you can work with. At the very best you will
learn where you may have missed an important
step or point that could have made the
• H.5.Summary Close - set expectations, criteria or specifications, wrap up
close. The concept is to simply review the decisions made throughout the
sales interaction in a summary presentation format.
• Summarize the benefits the prospect is looking for, as you discovered.
• Use partnership pronouns such as we, us, our: "We wanted to make sure
that these two parts will work with how we designed the system..."
• Sequence the summary to allow your customer to get a good physical feel
and a clear visualization of the features and benefits: "So, let’s quickly
summarize what we discovered and look at some of the recommendations
we made. First, we talked about how you currently move equipment from
one side of the building to the other, and decided that because of the costs