Closing Techniques: One Is Never Enough
Do you have a go-to closing technique? Is it your ONLY closing technique? If yes, then you may have an issue. As Buddy Wisdom writes for Floor Trends, “There isn’t and never will be one close that works every time. That’s why we must learn several closes.” No sale is ever the same, and you’re likely to face different objections, questions and challenges each time. Because of this, the more closing techniques you have practiced and ready to go, the likelier it will be that the buyer says yes.
Closing A Stall
One technique that Wisdom discusses is the close to use when a customer stalls. He lays out the typical scenario:
Let us assume we have done everything right…But your customer wants to politely say, “Let me think it over.” What you are really hearing is a code for, “I’m not quite sold yet, but I can’t think of a reason not to buy.” This is called a customer stall.
With this situation, generic closing will not be very effective. Most salespeople would want to challenge a stall, but Wisdom advises against it. The prospect hasn’t given a specific reason as to why they won't close, but if you challenge their answer, they’ll likely want to defend their decision and create one. Instead, do a review to break down the stall, leading with questions that involve just an opinion but also highlight things the prospect liked. For instance, if the customer is considering flooring, you can ask, “Based on our discussion, you mentioned that you liked the color and style. Do you still feel that this will tie nicely into your décor?”… “In addition, the quality appears to meet your requirements. Do you feel this will hold up in your traffic areas?”
Why This Closing Technique Works
Because this question just asks for an opinion, the customer will likely agree or give an objection. If you get an objection, you now have a specific concern that you can address. If the customer agrees with you, you can try to close again. At this point, they will either agree and buy or hold on to the stall. In that case, Wisdom has suggestions on how to respond that you can find in his article.
As you can see, there are so many variables when it comes to making a sale, so why rely on just one type of close? Use Wisdom’s tips to be ready for whatever challenge you may face when it's closing time.