To Desire an Empire

A scene from the movie “Boiler Room.” Depicting an over-exaggerated sales situation while still demonstrating true life sales closing techniques.

While one side of me hates this movie for being part of the reason salesmanship is underappreciated and sometimes despised, another part of me relishes in the quality of the techniques displayed.

Ok so I’ve held myself responsible for talking about closing in this post. What is a closer and closing, in regards to sales? A closer is a salesman among salesman, s/he is the sales person other sales persons go to when they have a person right on the edge, but can’t get them to jump over in the sales process. A close is the part of sales when you actually ask for the sale. However, closing is “moving the customer towards you’re objective in the presentation with finesse.” Knowing how to ask the right questions at the right time, voice inflection, rebuting the prospects concerns, and educating the customer are all parts of closing.

I’m sure you have heard the famous quote “ABC = Always Be Closing.” from the movie GlenGary, GlenRoss. This means that nothing that is not helping you close the sale should be said during the sales presentation. You need to have a script that is so memorized, you could call any piece of it into action at anytime during the sales process without hesitation. (Ideally) Being that this is a blog and not a book I have to move on. Subscribe to this blog though as I will be going into this more in depth with time.

How To Close:

First off, if you are really serious about doubling or tripling your sales percentages I highly recommend these two books.(Zig Ziglar’s Secrets of Closing the Sale | The Art of Closing Any Deal: How to Be a Master Closer in Everything You Do) Get them right away, you will be able to implement the techniques in these books as you read each chapter.

So you have gained the customers interest and then you have educated them about your product, now it’s time to go in for the first closing attempt. What do you do? I always go for a real easy direct close first, to guage where the prospect is, not to mention maybe i’ll get lucky and the prospect will go down easy. ( TIIIMMMBERRRR!) An example of one of these easy direct closes is “we allow cash, check, or credit card…which will you be using today?” (Never ask a question that can be answered with a simple yes or no. You want to keep a conversation going)

Never be scared to ask for the money, as a salesperson it is YOUR JOB to ask for the money.

Now either you will have gotten lucky and filling out an order form right now, or the prospect said something like “I would pay credit but I really wasn’t ready to buy anything today. I just came in for information.” No where in this statement did the customer say ” I don’t want your product.service.” The customer is just afraid to part with their money at this point, it’s a perfectly natural feeling. Now it’s your job to create urgency and make them feel safe about relinquishing there hard earned money. After you have tried closing the sale once now you are rebuting the prospects objections. The objection you are facing right now with our example situation is “I want to think some more before I decide to buy.”

You might come back with “well mrs. x, I am a consumer just like you at other stores so I understand wanting to make sure you are making the right choice before buying. However, I have to say that if you don’t make the purchase today you could miss out on a sale we’re having right now.” (urgency) Now you are going to go in for a stronger closing technique.

The Benjamin Franklin Close: (From, The Art of Closing Any Deal: How to Be a Master Closer in Everything You Do)

Mrs. X, when I am about to make an important decision I use the same technique that the great Benjamin Franklin used to use. I take a piece of blank paper (have one ready) and draw a line straight down the center. Then I label one side Pro’s and the other Con’s. Now I can write out the pro’s and con’s of my decision. This always helps me feel secure about my decisions…(Start listing as many pro’s about your product/service as you can. Act out this whole scenario with the customer and be silent when it comes to the con’s. If the customer does come up with some bad aspects of the product/service, GREAT! Now they have just uncovered their true and only objections to buying. Use your words to turn any con’s into benefits or atleast make them feel minimal and go back over ALL the MANY pro’s with the customer. ) So you see Mrs. X not only do you save money by making your purchase today, but you can see right here that the Pro’s outweigh the Con’s. I’ll go grab an order form. (ask a trivial question to break them out of any defensive thoughts, that may have just popped up. Examples; Would you like that in red or blue? Will you pay with cash or credit?)

It’s a good rule of thumb to not try and close more then 3 times as that starts to get really pushy. If after three closesm unless you feel really sure there is still a chance, just let it go. You can’t save em all Hasselhoff! You don’t want to beat a dead horse, thank your prospect and move onto the next as if nothing ever happened. Sales is about numbers and percentages.

And with that my friends, is your first lesson from me on closing a sale. Much more to come, and if you just cannot wait for more great techniques like the Benjamin Franklin close. Then buy these books today:

• Zig Ziglar’s Secrets of Closing the Sale
• The Art of Closing Any Deal: How to Be a Master Closer in Everything You Do

Onwards and Upwards,
Justin Brooke

Did you like this post?
Then please bookmark it to one of your favorites below: