When I wrote my first book more than twelve years ago, I included a chapter on closing and asking for the sale. One of the closing techniques I suggested was the “choice close” which essentially means telling the customer to make a choice between two options. It sounds something like,
“Which of these two do you prefer?”
1. “If I can get you a better price, will you buy today?”
Dude, if you use this as a closing line you are doing yourself AND your company a disservice. It smacks of desperation and tells the prospect that they can get a better price…even if they hadn’t considered it beforehand.
2. “You need to act right now; this is limited time offer.”
I remember a salesperson in a car dealership saying, “I dunno how long this rebate offer is gonna last. You better make a decision right away.” That was 30 years ago and car manufacturers are still offering rebates, but instead of $500 cash back, they offer rebates in excess of $5000.
3. “Is price your only concern?”
Price is seldom the primary reason behind a person’s buying decision — unless it is someone in the procurement office. However, if we as salespeople don’t demonstrate the value of our product, service or solution, people will often default to price as a primary criterion.
Plus, just because someone says, “You’re too expensive,” doesn’t mean their objection is actually price-related. A true sales professional will explore the reason the prospect voiced this concern (there are as many as eight reasons) and address the actual objection.
4. “What will it take to earn your business?”
On the surface this seems like a logical question for a salesperson to ask. However, from a prospect’s perspective it shows a lack of effort, especially if you are dealing with a senior level executive.
I have found that people who ask this seldom do an effective job actually figuring out what is important to their prospect or what factors will influence their decision. That is Sales 101 and salespeople who excel at what they do NEVER feel compelled to use an outdated closing line like this.