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Brian Tracy! The art of closing the sale! Mastering the Ending Technique

The art of closing the sale

Chapter 5: Mastering the Ending Technique 

The most meaningful assumption is that someone,

somehow has a more original idea,

the urgent need is to find the person with that unique idea,

learn and apply it quickly. – Jack Welch

There is a famous saying in golf:

“You tee off to show off,

but you put the ball in the hole to make money.”

In sales, you have to mine leads,

identify needs,

provide solutions,

and handle objections.

This is the “launch” part of the sales process.

But only when you invite customers to order

and close the sale can you really get “money”.

Throughout the history of sales,

merchants have used a variety of ways

to help customers decide to purchase.

The closing tricks we’ve covered

and will cover are some of the simplest,

most common,

and most effective.

Your task is to think,

consider and decide how to use each skill

to sell more products or services.

Just as a good chef masters recipes for different dishes,

you need to master many different finishing tricks

and should know at least ten ways to invite guests to order.

Depending on the audience and the type of refusal to buy,

you have a reasonable application.

“A sale is not something you pursue;

it’s what happens to you

while you are immersed in serving your customer.” – Aysa Hazan



The secondary ending skill is easy

to use and quite popular.

You end by asking a question about the extra detail

in the product introduction.

If the customer agrees to this extra detail,

they will decide to purchase.

For example, if a person is considering buying a car,



or some other product that can last for a long time,

use the secondary closing skill by asking

“Do you like the color blue?

blue or green?”.

Color is just a side issue.

Buying new products is the main issue.

If customers say they like the color blue,

they have already decided to buy the product.


Ask about delivery

Another use of a secondary ending is to ask:

“Do you prefer home delivery or take out now?”.

The delivery method is just a side issue.

But when the customer said they wanted to get it right away,

they decided to buy.

The secondary ending is no trick.

Professional salespeople don’t use tricks,


or scheming in sales.

The secondary end just helps the customer

get past the moment of hesitation

or stress that comes up when making a purchase decision.

By shifting the client’s intent to the sub-problems,

you’ll make it easier for them to decide.

This benefits both you and the customer.


Make a choice

If the customer is considering buying a car

and can’t decide,

you can ask:

“By the way, would you rather use factory or Michelin tires?”

If a customer says:

“I like Michelin tyres”,

they have already made a decision.

Then say,

“So take this tire off and put on the other tire,

then you can drive this car.”

Once the buying pressure has been relieved

by directing the customer to the sub-problem,

continue talking about the other details.

“The purpose of business should be to make life better for people.” – Aysa Hazan



End of choice also helps customers overcome

the pressure of making a purchase decision.

You can use this trick in many ways.

This method allows the customer to choose one over another,

instead of choosing between one and nothing.

Today, customers are very individualistic.

They prefer choices over ultimatums.

Instead of inviting the customer

to buy the product and asking,

“Would you like to buy this product?”,

invite the customer

to buy the product in another way.

“Do you like the red one

or the blue one?”

“Do you prefer large or medium size?”

“Do you prefer the high end

or the regular?”

Whatever the customer chooses,

they have already decided to buy.

Make a choice of payment

or delivery method

To close the sale,

make a choice of a payment

or delivery method.

If you sell a refrigerator

and it’s only white,

ask: “Do you want it delivered this week or next?”.

In this way the customer

still has the right to choose.

If you sell non-physical products,

such as life insurance,

you might ask:

“Do you want the letter to be delivered

to your home address or to the office?”

Whatever the customer chooses,

the sale is a success.

“Profit is the applause you get for taking care of your customers

and creating a motivating environment for your employees.” – Aysa Hazan



Default closing is an effective way

to take control of the sales process.

Start by asking a confirmation question,

such as: “Do you like this product?’

If the customer replies,

“Yes, that sounds great,”

you can assume that the customer has said “yes” to the purchase.

You have to act as if they just said,

“I’ll take this,

what’s the next step?”

“Yes, so the next step is…”

Continue to present the action plan,

what will happen.

Get your order,


or memorandum of understanding form,

and start filling it out.

“We need you to sign this form,

one will be worth $1,250 and we will ship it

to you next Wednesday.

How do you feel?”

Usually, the client will most likely agree

when you do the paperwork.

Please close the transaction as quickly as possible.


Control the sale


The default termination type

is that it allows you to control the transaction.

When you say,

“So the next step is…”,

and then present your action plan,

the customer has only two options:

one is to listen to you;

The second is to issue another refusal.

This is called closing the sale.

Instead of continuing to discuss the purchase,

talk about ownership

and use of the product.

Directing customers’ attention

to owning the product

and customers no longer paying attention

to answering “yes” or not,

but only focusing on payment

and delivery methods.


Closing the sale and purchase agreement

To close the sale,

ask: “Would you like to wrap it up?”

or “Do you prefer to pay by cash or credit card?”

Both questions give the prospect a chance to choose “yes”

or “no” about the options you propose

and allow you to close the sale with ease.

Ask for the address or time

A simple way to apply the default closing skill

at the end of a product introduction is

to take out a pen,

glance at the customer,

and ask:

“What is your home address?”

Then take the contract

and prepare to fill it out.

You can see the ending of a movie

or a play is very well choreographed.

Random endings don’t happen,

not simply “happens” at the end of a movie or play.

The ending is deliberately staged

for maximum impact at the right time.

Therefore, you must prepare a thorough closing plan.

When you’re about to close,

you have to know exactly what you’re going to do and move on

to the finish line accurately and quickly.

“Customer service is not a department, it’s an attitude!” – Aysa Hazan



Closing by implicitly implying

that the customer can’t buy the product is an effective method

to help customers who are hesitant to make a decision.

This is a variation of the skill “close the sale”

or “close by default”.

When your prospect hears you

and is interested in your offer,

but can’t seem to decide,

stop the presentation and say,

“Wait a minute,

before we discuss it in more detail,

let me check and make sure we still have this product.”

In retail, salespeople often say,

“Let me see and make sure we still have your size (or color)”

If a customer lets you call the warehouse

or go down to the storage room

to see if the product is still available

or the size and color they requested,

they have unwittingly made a buying decision.

Once you confirm the stock is still available,

assume you’ve sold the item

and quickly fill out the order.


Verification through someone else

To use this closing skill,

you can pause at the end of a product introduction and say,

“Let me check with the manager

to see if immediate delivery is available.

Can you wait a second?”

If the customer says,

“Oh yes, check it out,” they have already made up their mind.

You can use this skill assertively by saying,

“Why don’t you come with me to the manager to see if we can…”

If customers follow you,

they already anticipate intend to purchase.

Buy clothes

This closing skill can be applied

to the customer at any time,

especially when the customer is shopping for clothes.

A customer stands looking at a piece of clothing,

but still can’t make a decision.

The salesperson will then say,

“Please wait a minute…

Before we can discuss the details,

let me check if we have your size available.”

When selling long-term items,

especially cars,

sellers often say,

“We’ve sold out of this model,

it’s very popular.

Let me see if we still have this in your favorite color.

Can you wait here?”

If the customer says “Yes, of course” they have decided

to buy if you still have the car to their liking.

The worry of not being able to buy goods

will motivate customers to decide

Not long ago,

I sold my house.

At that time the economic situation was a bit bleak

and not many people could afford to buy a house at that price.

I put my house up for sale for $275,000.

I received an offer to buy for $240,000.

The client thinks it’s cheaper to buy my house

because the economy is slowing down.

Before I could decide whether

to accept the price or not,

another customer showed up.

Even before viewing the house,

the new guest said he liked the house very much

and would bid immediately.

We re-traded the first client and set a closing price of $255k.

We said that another person had come to view the house

and if he did not agree to buy at this price,

we would immediately sell it

to someone else at a higher price.

The night before the second client came to view the home,

the first customer called us and accepted the deal

to buy the home for $255k.

We later learned that the second client wouldn’t accept

such a high price tag,

but the thought of losing the house prompted the first customer

to raise the price

and close the deal.

This type of trading happens anytime,


People don’t know they need such a product

or service

until you indicate that they might not buy it.

get that product.


it is only when you warn to take the product away

that the customer boldly decides.

“You can have what you want

if you help other people get what they want.” – Zig Ziglar



When your product has many unique benefits

and characteristics,

you can try applying the skill of closing

by summarizing.

When you’re finished with your product introduction,

say, “So we’ve got a lot of information.

Let me summarize some points then you can make a decision.

Is that okay?”

Let the idiosyncrasies spark excitement,

but the benefits spark the urge to buy.

Each time you reiterate a meaningful benefit,

the customer’s desire to buy increases.

If you fully describe the benefits,

the benefits,

the customer’s desire to buy will increase

and will reach the point

where the customer has to say to himself:

“I’ll take this.

How long will it take for me to receive the goods?”

To apply the closing summary approach,

go over each feature and benefit

and reiterate how customers can benefit from each.

Each time you present a feature

and point out the benefits they receive,

the more customers want

to own your product or service.

If you’re going to apply the skill

of closing by summarizing,

make a list of your product’s most compelling features

and arrange them by importance.

Prepare an introduction to cover those features in turn.

Observe your customers to find the one

or two benefits they are most interested in,

and then emphasize these benefits over

and over again in the product description.

After applying the skill of closing by summarizing,

the customer’s desire

to buy will increase to the highest level.

Then ask: “Have I provided enough information?”

If the customer says “yes”,

assume that you have received the purchase agreement and then ask:

“When do you want to receive the goods?”

“If you love your customer to death,

you can’t go wrong.” – Graham Day,



This is also a popular finishing skill.

Every year,

billions of dollars of products are sold because of this skill.

This method allows the customer to touch,



hold or try the product or service.

The “pet” closing skill stems from a strategy devised

by pet store owners to sell pets

to children of demanding parents.

For various reasons,


from experience with dogs,

many parents do not want their children to have dogs.

They will pee,

lose hair,

gnaw on solids,

bark indiscriminately,


But they love children very much.

At some point,

the child is so excited about the idea of having a dog

that he will ask for a puppy

all day long

until the parents agree to go to the pet store

and just “just have a look.”

The pet store owner is very attentive

to the child’s excited attitude.

He showed the child many different breeds of dogs.

When a child likes a certain dog

and their parents are hesitant,

the shop owner will say,

“Why don’t we bring the dog home to try it out this weekend?

If you don’t like this dog,

you can return it on Monday

and I will refund the full amount.”

The parents secretly hoped the child would lose interest in the little dog

by the end of the weekend,

so they agreed to bring the dog home.

In many cases,

the opinions of the parents are right.

The child is no longer interested in the little dog,

but they themselves love the dog.

By Sunday night,

they wanted the dog more than the child.

And the sale was successful.


Let customers try

There are many successful business companies

that encourage customers

to try the product before making a decision.

Currently, some companies allow customers

to try new cars for 30 days.

They promise that if after 30 days the customer does not like the car,

they will refund the full amount.

When Canon shop copiers entered the US market

after Xerox’s exclusive registration expired,

Canon implemented a very simple marketing strategy.

Canon salespeople went to businesses

and offered

to order a copier for a free one-month trial.

After a month,

if the business owner was not satisfied with the copier,

they could simply call electricity to the company

to take the machine away.

But if the business owner likes the copier,

they will give the business a long-term lease at a reasonable price,

great service,

and all the features

and benefits you don’t currently have

when using our copier competitive firm.

I once had the opportunity

to work with a company that “lent” hundreds of copiers.

It wasn’t long before the company took over

the entire business copier market in the city.

Using their copier was so much fun that

when the business tried it out for a month,

employees would struggle to get the machine back

and get rid of whatever they had used.


Soften natural objections

Customers are often skeptical about new products or services.

But people have habits.

If they’ve tried something and like it,

they’ll quickly settle into it.

Once they feel secure, they usually continue

to use the product.

When you offer a product

or service that you think will surely satisfy customers,

let them try it out.

When letting customers try in

Over a period of time,

you can make sales easier than you think.


Recommend free trial

We provide personal storage with hundreds of rooms for rent.

Many people have warehouses that are full and full of trash,

but they never think about putting their leftovers

in their personal storage.

To get around this,

we suggest they try it out for a month.

They can transfer all excess furniture

to the personal storage within 30 days.

If they are not satisfied,

they can return

and move the furniture home.

When enjoying the convenience of a spacious storage room,

cleaning up trash,

and moving all the rarely used items

to a personal storage room,

people don’t want to waste time

and hassle moving everything,

leftovers back home.

They see the personal storage as an extension of the house,

like an extra room that allows them

to store less frequently used items.

This is the reason

why personal storage rental services have become popular everywhere.

This is the perfect example of a “dog” ending.

“What helps people,

helps business.” – Leo Burnett



This is a most classic finishing skill.

This method was developed in 1765 by American statesman,


and diplomat,

Ben Franklin.

The reason this method is famous is

that it is the final form that fully corresponds

to the way we make important decisions.

Unless you are acting on impulse

and impulsively,

before you make an important decision,

you should think it through,

weighing the arguments for

and against the decision,

both positive and negative.

Analyze the reasons that support the purchase

and compare it with the reasons that discourage it.

Towards the end of this analysis,

weigh and compare the evidence

and decide yes or no.

The Ben Franklin style termination method follows this process.

Towards the end of the sale,

you can say something like:

“Sir, you want to make this wise decision, right?”,

“Of course.”


Use paper

You say, “So let’s use the method Ben Franklin used so well

when he wanted to make an important decision.

Franklin was one of the best decision makers of his time.”

“When he wanted to make a decision,

Ben Franklin used to take a piece of paper

and he drew a line in the middle.

On one side,

he wrote all the arguments in favor of his decision,

and on the other side he listed all the reasons against.”

Then you take a piece of paper and write:

“Reason for” at the top of one column

and “Reason for disapproval” at the top of the other.

You continue:

“Let’s take a look at some of the reasons

why this product might

be the perfect choice for you.”

Then you write down the most attractive feature of the product

or service while not forgetting to remind customers

of the benefits they get from those features.

“Do you agree?”

Then you write the second feature

and remind the customer

of the benefit that the feature brings.

Once you’ve made the customer agree with what you say,

move on to the third feature and benefit,

and so on until you’ve listed about ten reasons

why the customer should buy the product

or service it in this service.

“Have we covered all the benefits yet?” you ask.

The customer responds:

“Looks like you have everything listed”,

push the paper towards the customer and say:

“Now write down the reasons

that prevent you from making a purchase.”

The customer might say,

“Let me think.

This price issue.

Then they will write down the reason for the price,

and you, please wait patiently in silence.

Let the customer state all objections

to the product himself.

Most customers can only think of two

or three reasons not to buy.

Then compare those reasons

with the ten reasons you listed in favor of the purchase.

When the customer can’t think of any more reason to object

to the purchase, you can say,

“Looks like you’ve made up your mind.”

Often times, customers will look at two lists and say,

“Yes, I think I have made up my mind.”

You end with the question:

“Why don’t we go ahead?”


Simple but effective

Not long ago,

I ran into a friend again.

He is now a commercial real estate agent,

making a lot of money

and being very successful.

He told how it took him six months

to settle a complex transaction involving the exchange of cash,

land and commercial buildings

between a large financial institution

and a real estate monopoly.

He had been traveling to

and from discussing the transaction

with the deputy general manager for weeks,

but there was no way for him

to come to a decision.

Finally, he went to the client and said,

“Why don’t we use Ben Franklin’s decision-making method?”

He was surprised

when the deputy general manager agreed immediately.

He took out a piece of paper,

drew a line in the middle,

and then listed all the features

and benefits that supported the proposal

for half an hour in turn.

Then he asked the deputy general manager

to write down all the objections.

And the deputy director could only give two or three reasons

why they shouldn’t do the deal.

Finally, the deputy general

The manager compares two lists,

looks at the real estate agent,

and says,

“Go ahead!” agreement was successful.

My friend said, “Brian,

I’ve heard about Ben Franklin’s closing technique for a long time,

but I think the method is a bit outdated

so I’ve never used it.

But when I used it for the first time,

the commission I made from

that deal was more than I made in the

whole year trows.


“Be dramatically willing to focus on the customer at all costs,

even at the cost of obsoleting your own stuff.” – Scott D. Cook



This is a fast and effective method of closing any trade.

You should remember how to use these closing skills,

they are very relevant

to the product or service you offer.

The first way,

when you have talked to the customer,

introduced the product

and they understand what they will get

and why the product is valuable to them.

Take out a sales order

or contract of sale and start filling it out

without asking the customer

if he bought it or not.

“What day is it today?”

you can ask while looking at a customer,

or: “What is your exact address?”

If a customer tells you what day it is today

or their exact address,

you’re in for a sale.


Bad memory

But sometimes, customers will stop you:

“Hold on, I have decided where to buy”.

You might say:

“I’m sorry, my ability to remember details is terrible,

I like to jot down everything as we discuss.

If you don’t buy it today, that’s okay.

I just need to cancel this order.

Okay?” And you keep writing.

Each time the customer provides more details,

write it in the order, just like that you are trying

to follow the discussion.

Customers will gradually get used

to seeing you record every detail.

Every detail recorded brings the order closer

to the customer.

Eventually, the customer begins

to treat the order as his

or her own,

seeing it as a way of expressing preferences and tastes.

When the order is filled out,

look at the customer and say,

“Now, can you spell your last name correctly?”

If the customer spells it out correctly for you,

they say “J-O-N-E-S”,

they have decided to buy.

You can then ask for their name

and middle name,


zip code,

and phone number.

And just like that,

you’ve made a sale.

The power of the ending skill using orders was simple.

The more information a customer gives you

and allows you to write in the order,

the more likely they are to buy the product

or service at the end of the exchange.

Top sales professionals use this closing skill

to make hundreds of thousands

of dollars in sales every day.

Personally, I am always amazed at how simple this method is to use.

“Quality is remembered long after the price is forgotten.” – Gucci Family Slogan



Another variation of the closing order skill

is ending with a negative answer.

First, you ask all the right questions

to understand the customer’s needs.

Then present your product

or service as the perfect solution.

Finally, ask a confirmation question:

“Do you have any other questions

or concerns that I have not answered?”

When the customer says,

“No, you seem to have explained everything,”

take out the order, write the date on top,

and then fill in the information without consulting

or asking the customer for permission.

Act as if answering “no” to the confirmation question

above is a “yes” to your offer.

 “We are superior to the competition

because we hire employees who work in an environment

of belonging and purpose.

We foster a climate where the employee can deliver what the customer wants.

You cannot deliver what the customer wants

by controlling the employee.” – Horst Schulze



A Nobel Prize-winning study delved into

the topic “Unbalanced development

of the two hemispheres of the brain”.

This is just a theoretical way of stating

that humans have a left and a right brain,

each with a separate function.

For example, the left brain is used to analyze information,

details by routes,

from detail to detail.

In contrast,

the right brain synthesizes information

and is stimulated by images,

sounds, and stories.

All purchasing decisions are made by the right brain,

so this is the part you need to manipulate.

By closing by telling a relevant story,

you stimulate the customer’s right brain

by telling the story of a certain customer

who purchased a product

or used a service and was satisfied.

Whenever a customer hears about a satisfied customer,

they would love to be in the other’s shoes,

use your product and get the same results.

Here’s what you need to remember.

Customers will forget all the specifications,

features and advantages of your product

or service within 24 hours,

but they will still remember the story you tell about satisfied customers

for weeks and months,

and even years.

Tell as many stories as possible.


Tells Jokes

I have discovered an effective skill,

which is the “multiply this” story.

You say,

“By the way, let me tell you a story about Susan Smith,

a client of mine.

Last week, Mrs. Smith said that prior

to purchasing this product

she was concerned about the overall high price I offered,

but then she found that the extra benefits she gained

from this higher price far outweighed the cost price difference”

Anytime, if you end up with a related story,

tell about customers who were satisfied with the product.

Since the deepest human motivation

is the desire to be happy,

when you talk about happy customers,

you stimulate their desire to become happy customers.


Tell a sad story

A friend of mine is a professional insurance agent

who has put to good use

the skill of ending by telling a relevant story.

When the client appeared

to be refusing to buy life insurance,

he pulled out a pad of photocopies of what happened

to a successful businessman who passed away

with a net worth of $1.5 million.

Unfortunately, the businessman was not properly insured.

To pay the taxes on the property

and pay off the debt,

his company was forced to sell at a low price.

In the next two years,

the meager money was gone

and the widow lived in poverty.

She is not entitled to social security benefits

and is forced to live with her children’s family.

When clients hear that story,

they are very interested in finding out how they can age

to make sure the same thing doesn’t happen

to them and their families.

After that, the sale will be easy.


Heroes and Sinners

There is another category of stories you can use.

It’s the story of someone

who decides not to buy your product or,

worse, to buy a similar product

from a competing company at a low price.

You tell them what happened to them,

how they were dissatisfied with what they received

and regret not buying your product.

These adverse stories often lead

to favorable buying decisions.


Remember a lot of things

Engagement stories are part of your sales process.

Just as a comedian remembers a series of funny stories,

as a professional salesman,

you should remember relevant stories

to use in sales discussions

and handling objections

and objections to a purchase,

at the end of the product introduction.

The right story can turn a neutral

or indifferent customer into an enthusiastic customer.

“Go beyond merely communicating to ‘connecting’ with people.” – Jerry Bruckner



The answer you hear most when selling is:

“Let me think about it,”

or something similar.

Usually, you can save a sale by using closing skills

when the customer wants to ask for a price.

If the customer says,

“Yes, I want to see if there is anything else before deciding.”

You might say,

“Sir, that’s a good idea.

But the truth is:

We’ve been in business here for many years.

Most of my customers are regular customers,

they come to buy through the recommendation of other patrons.

They have checked all the stores

and then come back to buy from us.

You can refer to the prices of other brands

but why are you making it so difficult for yourself?

Maybe, eventually,

you will come back here.

So why don’t you decide to buy now?

We can pack it up

and load it into your car

or we can deliver it

to you tomorrow morning.”


Recommended to relieve stress

You find that not making a purchase decision has become an unsolved problem

in the customer’s mind.

This is what causes stress and confusion.

When you help customers make an immediate decision,

you solve the problem,

relieve stress,

and help them think about something else.

In interviews with customers,

researchers found that

when they decide to buy something,

this signal fades on their brain-scanning radar

and they start thinking about something else in life and work.

The decision will lose importance

as it becomes a reality.

By using closing skills,

if a customer wants a quote,

by encouraging them to make an immediate decision,

you’re saving them the time

and effort of talking

to another supplier and consulting more. several prices.

Remember, logical reasoning will help you sell.

If you give a good reason to buy from you,

you can prevent customers from leaving.


Ending with “only for today”

If the customer still wants to ask for a price and says,

“I still think I should check the price

because I want to make sure

I get the best deal,”

you can apply another variation of the closing skill.

The ending when the customer wants

to ask for a price is called the “sell today only” ending.

You say,

“Ma’am, I mean it’s the end of our fiscal year

and if you decide to get it today,

I can give you a special discount.”

There is a rule in sales,

that is:

no rush,

no sale.

To convince customers to buy now,

you must provide a reason

or motivation to make an immediate decision.

You can say this is the last product

or you are going to raise the price tomorrow,

or today is the deadline to attend the bonus

and if the customer buys today

you will give them a special offer.

This is exactly

why you can get customers to buy right away.

One point to pay attention to

when using this type of ending

is the added motivation or “trigger factor”.

Only works as an incentive to buy

if you offer it near the end of a sales discussion.

If you make this special offer before that time,

the offer will not work.

They will consider your offer as part of their offer

and you will have to offer many other offers

to make the sale.

Save the special offer for the last minute.


Please a promise

This is the third variation of the closing method

where the customer is determined

to consult prices and other products

before making a decision.

In this case, you have to be gentle

and encourage them to consult.

“Sir, I understand how you feel.

It’s good that you check prices in other stores.

But I want you to promise one thing.

Before you decide,

come back here and tell me I will help you get the best deal.”

By saying that,

you have planted doubt in the mind of the customer.

By promising to help them get the most profitable purchase deal,

after doing the bidding,

you’re almost forcing the customer to come back

to you before making a decision.


Don’t reveal the plan

Sometimes, customers will ask,

“Oh, so what’s the best deal you can get me?”

You answer:

“Sir, I know you are going to do an evaluation.

Go check the price.

But after consulting our competitors,

only then come back here.

I will help you get the best deal.”


Two ways to close the sale

This is how you close the sale

when the customer comes back

and tells you the best deal

they have for another store.

First, if you can beat your competition on price,

simply offer a few dollars less

than the cheapest they can find.

Once you’ve set the price,

take the order out,

ask for the customer’s address and name,

and start filling it out.

If you can’t beat your competition on price,

focus your customer’s attention

from price on the quality,

delivery methods,


and after-sales service your company can provide.

Say: “Dear customer,

the best deal for you is not just the lowest price.

It is a combination of many factors.

Our prices include these items as well,

which is what makes this deal more profitable

than any other offer you might get.”


Please buy

Then, use Ben Franklin’s closing or summarizing

to reiterate the benefits the customer received

and explain

why these benefits matter more than the cheap price.

You point out:

“This price may be a little higher than other carriers,

but after considering all other aspects,

this deal is much more beneficial to you”

At this point, customers are tired of going around

and looking for the best price.

Their problem is unresolved

while you are working on a solution.

If you give them a good reason

to buy right away,

they’re more likely

to decide right away.

All you need to do is ask the closing question:

“Why did you take it?”

“Your best customers leave quite an impression.

Do the same,

and they won’t leave at all.” – SAP Advertising



Sometimes, when a customer asks

to leave your sales brochure

for them to think about,

there’s nothing you can do to make the customer think.

They implicitly refuse

but don’t tell you.

In this case,

politely enter the water and prepare to leave.

Say to the client:

“Sir, thank you for your time.

I know you are very busy.

I will come back later

and perhaps we can discuss this in more detail.”


To make customers comfortable

When you say that,

the customer usually agrees.

The tension in the air will disappear.

They feel comfortable

because the sale is

over and you’re leaving.

They start to think that you will disappear forever.

When they’re contemplating going back

to work after you’ve left,

their resistance to buying will drop

and they’ll feel comfortable.

Like a boxer,

when he hears the bell ring at the end of the round,

the boxer will lower his arms

and stop defending himself.

Close your bag,

stand up,

shake hands with the customer

and thank you for your time.

But when you go to the door,

put your hand on the doorknob,

turn around and say,

“Sir, before I go,

I want to ask you a question, okay?”

When the customer agrees,


“Sir, I have presented the product information

in the best way

but I feel that something is still missing.

I’d be grateful if you could tell me:

What’s the real reason you don’t want to buy today?”

Customers are now comfortable,

thinking about what they’ll do

when you’re gone,

they might say,

“Well, since you asked,

I’ll say the real reason

I didn’t buy is…”


Now you know

Whatever the reason given,

this is the final rejection

or the main reason preventing them from making a purchase.

Once you know the real reason,

you have the opportunity

to handle the objection to make the customer happy

and make the sale.

You say, “Sir, thank you for letting me know.

That’s my fault.

Obviously I haven’t explained it fully.

Let me show you what we can do to fake it solved this problem”

Let go of the doorknob,

tie it back,

sit down and say,

“Just a few seconds, sir,”

and you begin to respond to that final rejection.

For example, if a customer says,

“The reason I didn’t buy is

because I don’t really believe your machine

can copy the amount of text

I asked for,” you might say,

“Sir, what do you mean?

I haven’t explained that well have I?

Yes, our warranty service covers that as well.

If we write a satisfaction guarantee,

are you ready to buy it now?”

Once you know the reason

for the rejection,

try to answer it

and invite the customer to order again.

Only then will the customer no longer resist.

They feel comfortable and usually agree

to buy if you give them more reasons.



During a sales conference held in Charlotte,

a young man said to me, “Mr.

Closing the biggest sale of his career.

I made two thousand dollars in commission on a sale I thought I let go

before I applied:

“when I was about to lose the sale” closing method.

“I finished the product demo

and the customer didn’t respond,” he says.

As I was about to leave,

I suddenly remembered what he said in the training program.

I turned around and asked the customer:

“Sir, can you tell me the real reason why you decided not to buy?”

And he told me!

I turned around,

sat down,

opened my briefcase

and explained the reason for his refusal.

Then he decided to buy.

By applying that closing skill,

I made two thousand dollars on the one

I was about to lose just two minutes ago.”

“Customer service shouldn’t just be a department,

it should be the entire company.” – Tony Hsieh



One of the fastest ways to increase income with less time

and effort is

to have satisfied customers refer new customers.

A referred customer is worth 10 to 15 times

as much as an offer to a new customer.

This means it takes you only 1/10 to 1/15 of the time

and effort to close the sale with a referred customer.

The key factor in sales is credibility.

When you have a customer through a referral,

you have put on the credibility

of the person who referred you.

Take advantage of their credibility.


Become a trusted seller

The key to getting customers through referrals

is to become a trusted seller.

Customers refuse to refer new customers

because they believe you may not take good care of

their friends or colleagues.

When you take good care of your customers,

provide them with quality and great service,

they will feel comfortable

and secure when referring you to others.

If you’re a polite,



and available salesperson,

customers will want to share you with others.


Thanks everyone for the introduction

Set up a customer referral system

by asking customers to refer new customers at any time,

after each visit or after each sale.

You can also ask customers

to refer new customers before making a sale.

You say, “Madam, I’m going to show you something

I think you’ll really like.

But whether or not this product is right for you,

if you like the product I show you,

would you mind giving me the names of two

or three people who might also like this product?”

When you ask a customer

to refer a new customer,

this way before the sale begins

you can easily get what you want.

But if you ask for this after a product demonstration,

the customer will feel compelled to tell you the names of two

or three other people whether

or not they purchased the product.

Your task is to ask.


Act immediately with customers through referrals

When you get a new client referred,

stick with it.

After you talk to the referred customer,

tell the person who referred that customer.

Call the person who gave you the name of the new client

and tell what happened.

Always say nice things about referred customers

whether they want to buy or not.

When you tell the person who referred the new client,

be sure to end the conversation by saying,

“By the way,

do you know of other amazing people I can talk to?”


Send gifts

If you can sell products to customers through referrals.

Send a gift to the person who referred the customer.

If you earn a commission

from selling to a referral,

send a fruit basket with a thank you card

for helping you make the sale.

After a few days,

call back to make sure the gift basket has arrived.

The person you call will be very pleased

and thank you when receiving the gift.

Take this opportunity to ask if

they know of other people you can call to pitch.


Send thank you cards

Finally, send a thank you card to each person

who referred you to a new customer,

and then send a thank-you card to the referred customers.

Send thank you cards on any occasion

and always include your business card.

The more you send

Thank you, the more you build a good reputation

and become a trusted seller.

Many sales professionals find that

in just a few months of applying the referral strategy,

they have saved their time searching

for potential customers.

They are introduced to many new customers

so they are very busy taking care of these customers.

When you start to take the steps

to set up a customer system through referrals,

you will find that you are developing a very stable

and sure customer channel.


Strategy development

A friend of mine, one of the best paid people in his field,

has developed an interesting strategy to get more clients.

Every December,

he calls and visits all the customers of previous years.

He made it clear that the purpose of the visit was

to make sure the customer was satisfied

with the service his company provided.

He goes to customers,

asks a lot,

takes notes and promises

to solve their problems.

Then he asked the client

to refer a few new clients over the next few months.

With this strategy,

at the beginning of every year,

he has more than 100 new customers to call.


Ask the right questions

Use reasonable words when you ask for feedback.

If you ask,

“How’s it going?”, the customer will usually answer,

“It’s okay,” because they don’t want to argue.

When visiting a client,

ask: “What can we do to improve the service we provide you in the future?”

Whenever you talk about service,

ideal quality in the future,

they will also tell you some things you can do to improve the quality

of your company’s translation.

Once you have your feedback,

promise to fix it right away.

“People who are just as wonderful as you”

After visiting a client,

the last thing you do is refer “people just like you”.

When they consult

and promise to solve their problem,

they will be happy to refer a few people

who may also be interested in your services.

Please write down the customer’s name and phone number.

Ask if customers can put you in touch with these people.

In general, customers will be happy to help you.


Ended up with a referral

This is a simple thing you can apply

to take advantage of your referred customers.

Ask: “Bill, do you know two

or three other wonderful people like you that I can talk to?”

Usually, customers refer you only to two people.

Get your pen out,

put it on the pad

and get ready to write.

The customer will dig through the phone book

or mobile computer

and give you two names

and two phone numbers.

Once you’ve written down

both your name and phone number,


“Bill, who do you think I should call first?”

Bill will tell you who to call first.

You continue:

“Bill, you know this person better than I do.

Could you give him a call

and say I’ll call to set up an appointment,

say next Thursday afternoon?”

People are happy to help if you remember

Bill knows what you’re asking him to do

and will usually help you do it.

He will phone the person

and say he is talking to you

and you will call the person.

While Bill is on the phone,

use this opportunity to make a suggestion:

“Is it okay for three o’clock next Thursday?”

and Bill will ask the other if that time is okay…

When Bill turns off the phone,

he arranges for you an appointment with the referrer.

Since Bill has already called one person,

it doesn’t matter to call another person.

Continue to ask Bill

and he will call the second person

to set you up for an appointment.

Usually you leave Bill’s office

with two people introduced

to the credit of the person you just talked to…

Resolutely “only sell to customers through referrals”

Top sales professionals only work

with clients through referrals.

While selling, they always ask people

to refer new customers.

They have established a network of contacts

as well as many new customer referral channels,

as a result,

they will not waste time searching

for new customers.

When you go to someone referred by a happy customer,

90% of you will make a sale

even if you haven’t said anything yet.

This is the fastest way for you

to become one of the top earners in your field.

“A lot of people have fancy things to say about customer service,

but it’s just a day-in,





compassionate kind of activity.” – Christopher McCormick


Practical exercise

1. Each week, choose a closing skill

and read until you remember every detail,

practicing many times.

2. Identify the most frequent price rejections

and work out how to deal with them.

3. Decide today to work only with referrals;

Ask both buyers and non-buyers

to provide the names of customers you can talk to.

4. Prepare and practice different ways

to close your product presentation;

The harder it is to get customers to place an order,

the more likely you are to make a sale.

5. Find and practice telling funny stories

as well as sad stories when you love

sales volume to reduce objections and close the sale;

Stories are often powerful.

6. Be a reliable seller;

Do everything you can to become the professional salesperson

that anyone you speak to would recommend you

to their friends or colleagues.

7. Offer to place an order,

as soon as you finish answering the final answer,

or actively close the sale;

This is the point for you

to “put the ball in the hole to make money”

Work happily and peacefully,

knowing that the right thinking

and right effort will surely bring good results – James Allen

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Angel Cherry

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