Selling Is Problem Solving
Synergistic Selling: 3 Components
Don't ask for the prospect's decision. Assume that the prospect is
buying and start writing the order. Ask questions like, "Do you want
to pay by cash, check, or credit card?"
The assumptive statement-and-question close.
Make an assumptive question and close the sale by asking an
assumptive question: "I'll use your home address for billing
purposes. Is the morning is the best time of day to have it
delivered to your home?"
Negotiation DOs and DON'Ts
The minor/major close.
People have more trouble making major decisions than minor ones.
Propose a series of easy-to-make minor decisions, the total of which
add up to a major close.
Little mistake versus big mistake.
Emphasize that it's a big mistake not to buy, but under the
worst possible scenario only a minor mistake to do so.
Choices of three. The more
choices presented to people, the more difficult it becomes for them
to make up their minds. When people have to choose from more than
three choices, they have a hard time determining which to pick.
Offer a maximum of three choices.
The compromise close. Half a
loaf is better than none. And more importantly, once you win over
the account, you open the door to increasing it in the future. So
when all other objections except price have been eliminated and the
prospect still can't decide, make it easy by offering a compromise.
Don't keep it secret. Never be
too proud to let people know how much you would appreciate their
business. Tell your prospect, "I won't keep it a secret. I want your
The Ben Franklin close. Get out
a plain sheet of white paper, draw a line and list all reasons
favoring the decision in the Yes column, and put down anything that
is against it in the No column.
Solve the problem, don't create a second
problem. When you don't close the sale after
demonstrating the need, you actually create another
the prospect to spend a few minutes together to see if you can solve
The sell-it-with-love close.
Make a strong emotional appeal to buy today when the prospect is
accompanying a loved one for whom the first person is going to make
Influencing People: Yin-Yang
The follow-the-leader close.
There are more followers in this world than leaders. Therefore, some
prospects will buy only after they know that prominent people have
The hard-to-get-it close. People
want those objects that are not readily available or are too
expensive. Make the prospect prove his or her worth as a buyer. This
close works because it appeals to people's greed and to their egos.
People want what others can't have, and they want to be accepted.
The sales manager's close. If
you, a sales manager, are accompanying a trainee who makes the sales
presentation and no sale has been made, say , "Do you mind if I make
a comment before we leave? I think the trainee did a fine job, but
he is a truly low-pressure salesman," and use the assumption close
Don't give up
– it ain't necessarily no.
Never take no to mean a sale can't be closed. If you have a
reserve of closes available and don't succeed with the first, try
and try again, until you do finally close the sale.