Sales Science Series #4: Closing the Deal

Once you’ve overcome your client’s objections and confirmed that you’ve provided a quality solution, it’s time to close the deal. How you close may vary depending on your sales style or your customer’s personality, so experiment with a couple different strategies to see what works best for you and your customers.

Summary Close

With this style, you’ll summarize the list of benefits the client will receive if they agree to the deal. Since you’ve likely presented different benefits throughout the course of the conversation, putting them all together at the end can really highlight what the customer will receive and make your offer sound more impressive.

            Example: So, we have the front lit channel letters, which will draw attention during the day or night, and we’ll use your company’s customized color palette. We’ll get those mounted on a raceway in our manufacturer’s warehouse, which means installation will be easier and we won’t have to drill as many holes into the facade of the building. And, we can have the finished product installed as early as (date of installation). How does that sound?

Assumptive Close

This method of closing assumes that the customer will agree to the deal. Since this style is a little more aggressive, reserve it for clients who you really think will be a good match for the package you’re pitching. Notice in the example below, this salesperson doesn’t give the customer the choice of whether or not they want to proceed with the deal. Instead, the customer only has to decide when to schedule the installation.

            Example: The installation for this type of channel letter will be pretty easy and can be completed within 4-6 hours. Would you like to schedule the installation for next week or the week after?

The Question Close

The question close is a great choice for continuing the conversation and partnering with the client. This close highlights any outstanding objections the customer may have and leaves the door open for additional selling, so use it when you aren’t sure if client is sold on your product.

            Example: Is there any reason we can’t proceed with scheduling the installation?

The Now or Never Close

If you want the customer to purchase today, offering them a special benefit can help them take the plunge. However, make sure you’ve established the value of the product before offering a discount or promotion - you don’t want the customer to think you’re giving them a special benefit because the product is defective or of low quality.

            Example: If you commit to buy today, I offer you a 15% discount.

 No matter what closing technique you choose, remember to always clearly ask for the sale. Many times, salespeople are afraid to ask for the sale because they don’t want to hear “no.” However, hearing “no” just means you have more concerns to address or the timing of the sale might not be right. So, go ahead and ask - you have nothing to lose!