by Iain Stevenson

Created on: January 05, 2011

Closing can be defined as persuading the customer to agree to buy NOW. The emphasis is on the NOW – not tomorrow, not some time in the future, not after thinking about it, but NOW.

Closing can also mean getting commitment from the customer to move on to the next stage in the sales process; this might not be the order, but could be, for example, another meeting.

Closing techniques for helping the customer decide to act today rather than tomorrow always presuppose that the customer is happy with the proposal and that all their questions and issues have been resolved. The close is not about making the customer do something they don't really want to do.

It's not coercive, it's persuasive, and is based on the foundation of the salesperson's honesty and integrity - they are convinced that they are helping the customer by convincing them to buy now and not procrastinate.

Here are 7 tips for successful closing:

1. Imply that time is running out. For example there will be a price increase at the end of the month, or 'Closing Down Sale - Must End Today.'

2. Imply that there is a scarcity of the product or service

There's only one left. Hurry while stocks last.

3. Use peer group pressure.

Everyone else has got one. No one wants to be left out.

4. The Puppy Dog Close

Very widely used to sell software, this closing technique means leaving the product with the customer for them to try out for free. The idea is that they become so attached to it that they don't want to return it, but instead insist on keeping it, and paying for it.

5. The Alternative Close

Based on the principle of giving someone an easy choice of two, but which assumes that the major choice has already been made. So the customer might be asked if they would like delivery today or tomorrow; if they would prefer to pay cash or credit; if they want the blue one or the red one.

The point is that the customer only has to make a simple binary decision: the major decision – that they are going to buy – is taken as read.

6. The Columbo Close

This is named after the scruffy TV detective whose trade mark investigative technique was to give the suspect the impression that they had got away with it, then, just as Columbo was leaving he would turn around and ask a killer question, catching the suspect off guard and revealing their guilt.

In sales closing this is widely used to sell add-ons like service and maintenance agreements. It happens after the main sale has finished and is usually prefaced by the phrase "By the way..."

The psychology behind it is that the customer is relaxed, happy with the main product or service they have just bought, and so is well disposed to buying some more.

7. The Porcupine Close (also known as The Mirror Close)

If you attack a porcupine you'll get something in return, so a typical Porcupine Close would go something like this:

Customer: We need guaranteed delivery by the end of the month

Salesperson: If I guarantee delivery by the end of the month will you give me the order now?

The important point about closing the sale is that it must be done from a position of openness and sincerity: it is not some kind of trick to trap the customer into buying something they don't want or need.

True closing is done in the spirit of empathy and helpfulness because the seller knows it's in the customer's best interests not to delay or put off the decision.

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