Closing techniques in telemarketing often get mocked as being ineffective. Surely only a fool would fall for such obvious selling traps. But I believe they can help you hit the target; you just need lots of practice.
Firstly, closing techniques are many and varied. If you search the internet, you will find a lot more than 10, but many are the same. It can be very confusing.
Secondly, practice makes perfect and perfect sounds natural. That’s one of the keys. Too often closing techniques are squeezed into a conversation and sound unnatural – like a sales call. Frequent role plays with colleagues will help. Do that before you pick up the phone.
The Trial Close tests whether the person is ready to buy. It uses ‘if’ questions.
For example, “If I can meet your price will you buy today?”
Adding the phrase “in your opinion …” takes the edge off the customers reply if they have an objection. It’s their opinion, not a fact.
For example, “In your opinion, will our software solve your problem?”
You assume the person has committed to buying, even though they have not said so.
For example, “When would you like the order to be delivered?”
Sharp Angle Close
When the customer asks for a concession (a discount/free delivery/extra features, etc.), you respond by asking for a commitment.
For example, “If I can arrange free delivery, will you sign a purchase order?”
If you agree to a concession without applying the Sharp Angle Close, the customer may continue to ask for more.
Adding a time limit to the offer can add urgency to the decision.
For example, “We can only offer this price if you make a decision today”.
A free gift may seem a bit gimmicky, but it can work if handled correctly.
For example, “We have some USB sticks in store. If you sign the order today, I’ll add some at no extra charge.”
The Porcupine is used to gauge the customer’s level of interest. Depending on their answer you can adjust your presentation.
For example, if a customer asks a question like “Does it come in red?” answer by throwing back the question: “Would you like it in red?”
Pros & Cons Close
Sometimes referred to as the Ben Franklin Close. Mr Franklin apparently made decisions by creating a list with two columns – the pros and the cons – and based his choice on the longer list. This is ideal for analytical customers. It’s best if you create the list… and be sure you have more in the “pro” column.
If you have handled all the objections and are confident, just get straight to the point. Ask for an order. It’s surprising how many salespeople are reluctant to do it.
For example, “Are you ready to place the order?”
This approach takes you closer to the sale stage by asking for objections. It allows the customer to raise any final objections without them saying no to the sale.
For example, “Is there any reason why we can’t proceed with signing the agreement?”
So that’s my top 10. Feel free to add some more using the Comments box below. Now, remember to practice before you pick up the phone.
|New Book: Telemarketing kills kittens|
|An evidence based guide, so you can make informed decisions about one of the most controversial marketing tools in the digital age. For B2B marketing executives, sales professionals and CEOs who want to improve sales & marketing results.
Preview available on Amazon.