Closing Technique –The Rule of Three.
Here’s a way to help your Prospect make the decision to commit to your offer/ proposal/ quote. This is assuming what you are suggesting solves a problem for them and you have discussed the issues it creates for them/ their business.
The first thing is as the salesperson you must believe personally it’s the best course of action/ solution! Do this each time with each opportunity.
Next you need to remember we are all human and we have a tendency to put off decisions unless there are consequences which will make us uncomfortable if we don’t act. Our Prospect is more likely to behave this way too.
So as well as exploring the reasons why the Prospect should act we should also investigate the reasons why they might NOT!
Let’s imagine you sell machinery and spares that form part of a manufacturing process. You’re a potential new supplier looking to secure the first order.
The kind of question you can ask might be: “OK so we’ve discussed how my business can help you. What will your options be if you don’t do this?”
Then keep quiet. Let them have time to respond.
The Prospect replies: “Well, we’ve looked at this a couple of times in the past so I guess we could just carry on as we are…”
This is good news because they’ve just told you an inner thought which they might not have shared unless asked.
You could respond: “That’s true; it’s what you’ve done so far….”
This isn’t a case of who is right and who is wrong but it would feel that way if we try to re-position our solution too quickly. So we just acknowledge what they’ve just said. It doesn’t seem a typical salesperson thing to do and they will appreciate that. Next you continue:
“…how do you feel about the issues that would cause?”
We buy emotionally so we need to ask how they feel.
Prospect: “I reckon we’ve got to do something about it and what you’re offering seems pretty reasonable…”
You: “Great, let’s get started then…”
OR they say:
“It seems to make sense but it’s more of an initial outlay.”
You: “Yes, this way you’ll be purchasing fewer replacements. And that means there’s less down time as you’re not disrupting production swapping parts out. Plus the time to do routine maintenance is less due to the fact there are less pieces to take out and re- assemble. Let’s get started! ”
The above response contains three reasons, three bits of value. It’s important to state three reasons because if we are to help the Prospect make the decision to move from status quo it needs to far outweigh the reason to stay as they are. Also we haven’t been faced with a cost objection unless we turn it into one! When they said “It’s more of an initial outlay…” that was just a statement of fact. It IS more of an initial outlay but that’s fine because of the gains they will receive.
When proposing, quoting, asking for business, with each opportunity, if you’ve got 3 reasons that the Prospect has given you in their own words earlier in the conversation you just need to remind them!
So, the process in this example is:
- “what are your options?”
- Deliver 3 reasons
- Action statement (Close.)
Does this seem like we are stating the obvious? Good, because repetition and re-phrasing helps to re-inforce and it might be that the Prospect needs to hear it a few times in different ways to be convinced! Plus it could be that they are considering very similar options yet they choose to place the business with you because you were more convincing.
Be confident when using this approach and it will work! What piece of this blog has been helpful for you?
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