How an effective close is just a natural, comfortable and logical conclusion to a Quality Conversation

Bob Davis The Quality Conversation bookAn excerpt from The Quality Conversation by Bob Davis

buy bob davis book amazon


I am always fascinated when I see companies recruiting sales people with newspaper ads beginning with a headline such as, “Looking for a good closer.” This tells me the organization’s sales manager does not really understand sales! The close is not a stand-alone, magical trick a slick sales person pulls off on an unsuspecting prospect.

Another expression common in sales training and among sales managers is “the ABCs of selling.” It stands for, “Always Be Closing.” This idea reeks of pushy sales people who are only interested in themselves.

An effective close is just a natural, comfortable and logical conclusion to a Quality Conversation in sales. You do not need to be pushy or manipulative. Just be genuinely interested in helping the prospect.

Once you have presented your solution, the prospect may be ready to buy. If you do not encounter any objections, you can close after the solution step. If you get objections, the prospect may be ready to close as soon as you answer the objection.


What would it mean to your organization to have your agents close more sales with just a natural, comfortable and logical conclusion to a Quality Conversation? Contact Bob Davis today for a free consultation.


The buying signal

When prospects are ready to buy, they will usually give you a buying signal. A buying signal usually comes in the form of a question. After you have presented the solution and the offer, you may get questions like:

  • “How much will the price be after the introductory offer?”
  • “Do I have to sign a contract?”
  • “Do I have to pay the whole fee up front?”
  • “How long will it take to get installed?”
  • “Can I schedule a Saturday installation?”
  • “Can I get it in red?”

When you get buying signal questions like these, the prospect may be ready to buy. Answer them with a trial close question.


The trial close

A trial close question tests the prospect’s readiness to close. Let’s take the question, “Can I get it in red?” Instead of answering with a yes or no, ask something like, “Is red the color you have decided to get today?” If the customer is ready to buy, the response might be, “Yes, red is my first choice. If I can’t get red, I would consider taking silver.” This prospect is ready to buy!

Let’s look at another example. The prospect asks, “Can I get a Saturday installation?” Instead of just saying yes, ask a trial close such as, “Let me look at our installation schedule. While I’m looking, let me ask, if we can’t find a Saturday, what other days would work for you?” The prospect might say, “I could do Tuesday after four,” or, “I can only do Saturday.” Either way, this prospect is ready to buy.

Sometimes a prospect will not ask any questions or give you a buying signal. Everything has gone well. You have not heard any objections, or if you have, you have answered them to the prospect’s satisfaction. You do not see any reason not to close. It just seems logical. At this point, ask a yes-or-yes question. (You do not want to ask a yes-or-no question and risk getting a no.) Here are a couple of examples:

  • “What will be a better time to schedule the installation, morning or afternoon?”
  • “Which card will you be putting this charge on today, credit or debit?”

Giving the prospect two positive choices increases your chances of getting the sale. This is not pushy. You have had a Quality Conversation and presented a custom-tailored solution based on the prospect’s needs. The yes-or-yes question is simply a positive way to wrap up and settle the details.

Another trial close is the free trial close, sometimes called the puppy dog close. In the past, pet store owners told a prospective customer, “Take the puppy home and see how it goes overnight. If it doesn’t work out, you can always bring the puppy back.” Of course, the customer fell in love with the puppy and never came back. Giving a prospect a free trial close is the same approach. You say something like, “Let me get the paperwork started on your free trial. What is your full name?”


The assumptive close

You can also just use an assumptive close. Again, you’ve had a Quality Conversation. Why wouldn’t you assume the customer is going to buy? You can say, “The next step is to fill out a credit application. Let me start by asking…”

Back to The Quality Conversation book main page | Read next excerpt

buy bob davis book amazon