The Magnificent 7 Closing Techniques

Following on from The Art of Negotiation basics let’s share another classic in the world of Sales – ‘Closing Techniques’.

‘Closing Techniques’ is one of those phrases that often causes trepidation and fear in people. It feels so much like the ‘Dark Arts’ of the sales world. And yet, you use closing techniques all the time.  From gaining a commitment from a partner on where to go on holiday, to whose turn it is to get up with the kids on Sunday morning, to getting a client to say yes.

‘Closing Techniques’ are basically used to gain commitment.

Closing Techniques

I really believe the following:

1)     You will become more powerful by understanding how closing techniques work.

2)     With practice you can use a range of closing techinques in appropriate situations.

3)     Clinical understanding and practice brings confidence.

Then you’ll find yourself able to use different techniques in different situations. After understanding, practice and constant application you will achieve…mastery.

In other words get to know and identify the different closing techniques you can use, use them more often, and get great results with them.

What becomes real fun is when you find yourself being able to control a situation and deliberately move towards a closing technique that you have planned to use. This alone will influence your confidence and probably get the desired result.

Yes, of course there is so much more to sales than just closing. I welcome the chance to blog about all the other aspects involved in being a true professional. But…fundamentally…at some point in your career you will have to ‘close’ someone.

Often, the hardest close will be with an ‘Internal Customer’.  So have a good understanding of the true role of Buyer and Seller and where these interactions take place.

From nearly 20 years of professional sales and sales training within FMCG and Engineering I have come to the conclusion that there are basically only 7 closing techniques. The hundreds that you can find in books and online are all arguably a variant of these 7.

• Alternative Close
• Assumptive Close
• Half Nelson
• Duke of Wellington
• Cautionary Tale
• Lost Sale Close

You will be able to find other names for them. The above could easily be described as

• Either Or
• Order Book
• Final Objection
• Abraham Lincoln
• Fear
• Where did I go wrong?

It is often the situation where the use of one closing technique will lead to another being used. Many people will find that eventually you end up using the Half Nelson (Final Objection) Close.

Let’s take a closer look at the Duke of Wellington closing technique.

The Duke of Wellington is a closing technique where you have gained a lot of information about the customer and the situation. There are some stumbling blocks, some issues that still need to be resolved. It works like this.

You take a piece of blank paper and with the other party you draw a line down the centre of the page. You write ‘Pros’ on the left and side and ‘Cons’ on the right.

You then highlight and talk about some of the ‘Pros’ to demonstrate you’ve listened. You ask questions such as ‘What else did you like?’ Together you draw up a list, which fills as much of the Pro’s side as you can. You might add things you liked alone about it. The point is to draw up a long list, enthusiastically.

Then you hand the other party the pen. You ask them to fill in the ‘Cons’. You sit back, cross you arms and say…nothing. They do the ‘Cons’ list alone.

What should result is a list where the ‘Pros’ far outweigh the ‘Cons’.

At that point the prospect might well look at the list and say, “Well seeing it like that how can I say no?”

Equally they might start tapping one item on the ‘Con’ list and say, “Yes all well and good but we need to solve this point!”

If that happens then excellent! You move to the Half Nelson and say, “Well if I solve that issue, will you buy?”

Get out there, learn more about these closing techniques and then practice them.  Just Google “Closing Techniques“. It can be so much fun.

There are some wily old goats who actually enjoy having these closing techniques used on them. Verbal fencing is one of my favourite hobbies with a worthy adversary. So if you ever find yourself in a situation where you are selling to me, Elliot, you better be prepared and well studied. Almost a guaranteed way to ‘close’ me.

And for the observant ones, who read this far, and may be shouting ‘WHERE IS THE 7th?” Well the 7th closing technique is the most powerful and most feared ‘Closing Technique’ of all.  Just Ask for it.

Elliot Symonds

PS:  With a bit of arm bending, Elliot has offered to come on a webinar and share all 7 closing techniques if you’d prefer that route rather than Googling it all.  Jot your interest and your name down in the comments section, leave your contact details (and for those who would prefer to have their contact details private – email bridget [at] bridgetgreenwood [dot] com).

Dream it, Believe it, Achieve it