How To Close A Sale Without Causing Prospect Panic By Len D’Innocenzo CEO, CRKInteractive Prospects expect the salesperson to close the sale, yet, when the salesperson does ask for the order, the prospect often panics, stalls or argues. When a salesperson makes the prospect panicky by asking for the order too early or inappropriately, the entire selling effort may ride off into the sunset. The following five types of closes will help you close without causing prospect panic. The Assumptive Close The assumptive close assumes the customer is going to buy. You have used your questioning skills and objection handling techniques to provide your customer with the information needed to make an informed buying decision. You have received agreement along the way that your proposal is a winning solution to his or her problem. All you need to know now are things like delivery, installation, financing, purchase order information.

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The Action Close

The action close requires the prospect to do something. You have made your presentation and received the necessary agreement. Now you are ready to get the final agreement, the order. You might ask that your prospect take some action that will begin the order process. This includes completing the purchase order, or determining the number of workstations to begin with.

The action close is effective with those prospects who exhibit an "active personality" style. They are the people who always need to do something before it becomes official. They feel more comfortable when they get physically involved.

Minor Point Close

This closing technique asks for an "insignificant" decision where a "yes" answer implies the prospect has bought. Normally this type of close is made many times during a sales presentation to gain the prospect's agreement along the way. Each time you present a feature that provides the prospect with a needed benefit, ask for his or her agreement. Once you have amassed a series of these agreements, it is logical to ask for the order.

Minor point closes are effective with people who like to follow a "step-by-step" approach. They are the prospects who talk in terms of, "First we need ... Second, we have to ... and third, we'll want to..."

Alternate Choice Close

The alternate choice close provides your prospect with two or three positive choices, instead of choosing between yes or no. Both answers result in getting the order. The only difference is a small detail that does not affect the decision to buy.

The alternate choice close is effective with those prospects who like to make decisions. It must be used at the right time. This is usually after the presentation has been made and all the questions and concerns are answered.

Invisible Close

This is a favorite because it is very conversational and avoids "decision panic" for your prospect. The invisible close uses a series of action closes and minor point closes that indicate your prospect has bought. The invisible close gently takes your prospect through a series of questions that need to he answered. It is effective with those prospects who need to be helped along with their decisions.

No matter which close you use, always start by reviewing the important benefits to your prospect. Paraphrase the key points of your solution and ask if the prospect agrees with you. Then choose a plan that requires the involvement (buy-in) of your prospect. This makes the prospect feel like a part of the solution and will make selling much easier!

Innovation thrives on encouragement and dies with routine. -Anonymous

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