Are some people just natural salesmen (and women) or is this a skill that can be learnt? For those who have yet to get a copy of Billy’s best-selling book, Using Psychological Techniques in Selling, here is an excerpt taken from the latest revised edition.
Everyone sells, at one time or another. It may not necessarily be an actual selling process. You could be selling an idea, convincing a friend or relative to see things your way or pushing a concept. What is your closing technique?
Different people use different closing techniques. I would share with you some closing techniques that have worked for me during my years of selling:
• Assumption Close
• Alternate Advance Close
• Recommend Close
• ‘Yes’ Close
Perhaps the only time a salesperson should make an assumption is to assume that the prospect will buy. This technique of closing may be the most powerful one. In my early days of selling, I relied solely on this method and that won me several contracts.
It is graceful and smooth when applied correctly and it does NOT give the prospect a chance to say ‘NO’. You simply assume that the prospect will buy and proceed to write the order. When you are making progress with this method, make sure that you look and sound confident but not intimidating. We are not using pressure-selling tactics here. As I have mentioned before, such tactics will only result in remorse in the buyer.
Using this method, you simply assume that the prospect will buy and proceed to write the order or ask questions pertaining to delivery, payment or choice of options.
Alternate Advance Close
This technique may be used to accompany the Assumption Close. Offer your prospect only two choices, both of which would lead to a ‘Yes’. You can ask questions pertaining to the mode of delivery or method of payment. Here are some application examples.
• Would you like to pay by credit card or cash?
• Which of these would you prefer, A or B?
• Would you like the blue or the red?
• Would you prefer delivery in the morning or in the afternoon?
This technique works because people like to have choices. The psychology implication behind this method is that it is easier for the prospect to say, “Yes, I’d prefer to pay by cash” than to say, “Yes, I will spend $3,000 for that product”.
Assume the role of an expert. You are rightfully one anyway, since you know your products or services better than anyone else. You are the best person to decide which product would fit into the requirement of the prospect. This requires a thorough understanding of the product that you are selling. It pays to invest some time to do your own product and competitive analysis.
With this closing method, you simply assume authority and recommend. Remember that you are the professional. You have understood the needs and requirements (MAKE SURE YOU ACTIVELY LISTEN AND BUILD TRUST FIRST) and you recommend. That’s it! I would use the method this way:
By now, I have understood your needs and I recommend Product X. Do you prefer delivery in the morning or afternoon?
Do you see the key words I installed in my recommendation? I have included the phrase “By now” as it also subliminally suggests “Buy now” since the sound of the word is similar. I have also taken the liberty to enhance the impact of the closing by adding the linkage word “and” as well as enhancing my credibility with the word “recommend”. To encourage decision from the prospect, I end the closing with an Alternate Advance Close.
The guiding principle of this method is to gain the momentum and have the prospect answering ‘yes’ to a number of questions. Use the momentum to lead them into a close. To use this close successfully, a series of ‘Yes’ tag questions and rephrasing are necessary.
You have already determined their requirements. In the process of presentation, constantly confirm and check your understanding of their logic. Next, you simply ask questions to solicit ‘Yes’ using the prospect’s logic. For example, during the presentation, your prospect agrees that the technical specifications of the product match his requirements; you ask those questions again during the closing stage.
To read the full chapter and the rest of the book, go to www.BillyKueek.com to buy your copy of the latest edition of Using Psychological Techniques in Selling.
Or join our 2-day training program, Applied NLP in Business (SALES) which is based on the book and has helped thousands improve their selling skills. Contact my office via our website or email Office@BillyKueek.com for more information.