Selling Professional Services - Page 9
Another approach to the alternative close is the minor point or secondary close: "will you take it with you now or would you like us to deliver ... did you want it with the hardback or the soft back?"
It is extremely important to note that once the customer is considering the answers to these questions, the purchasing decision has already been made. You have made the sale. We are now discussing mere details. On occasion you will be able to identify a hot button close where the customer has got to buy the product because it's red in color, and it's the only red one he or she has seen in two months.
On occasion the customer makes it perfectly clear that he or she must have that armchair because it is the exact same color as the curtains and the carpet in the living room. Given the chance, go for the hot button close. Identify the most attractive feature to the customer and keep talking about that feature. Finally, congratulate the client on making such an excellent selection. Then make an additional sale to the same customer.
Remember to follow up, you may not sell on the first visit or first occasion. Make a decision to go the extra mile, make the second effort, follow up your initial approach.
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