A closing question asks for a final decision. A trial-closing question is one that asks prospects for an opinion. Trial-closings should be non-threatening questions that ask how your prospective customer feels about what you have presented. Typical trial-closing questions can build in their directness as these examples illustrate: How does this approach sound? Which of the two demonstrated packages do you like best? Do you see how this approach can save you money? What are your feelings about our guarantee program? Do you need additional information before making a decision these products and/or services?" Ron Willingham, one of todays top sales trainers has stated, From the time you begin your demonstration to the point you feel a close is appropriate, your objective is to get opinions, reactions, feelings or feedback. Without asking trial-closing questions youll never have enough information to effectively close a sale. When a sales or service industry professional closes after a presentation, tying off a sale is made much easier when trial-closing questions are executed throughout the presentation phase of your discussion. For example: Paul, how do you feel about our program as it has been explained to you? - or - Paul, can you see how the cost savings in our plan will more than offset the cost of installation? When you close on an appointment, tying off an appointment (sale) is made much easier when you use trial closings throughout the conversation. For example: Bob, with your busy schedule, would an afternoon or early morning meeting time be best for you? - or - What this means to you, John, is that you can receive a free analysis on your present services with no obligation to purchase our services. Can you see how a 15, no more than 20 minute meeting might clarify some of your issues with your present vendor and give you the information you need to make a sound decision? As you receive a favorable response from your trial closings, it really makes it difficult for your prospects to give you an arbitrary no, when you later ask them to purchase your product or package of products that you have demonstrated. As you practice using trial-closing questions, you'll watch your closing ratios and profitability dramatically improve. |
Author Bio:
Virden Thornton
Serving Discriminating Clients Internationally Since 1983
Virden J. Thornton is the founder of The $elling Edge?, Inc., a training and development firm, specializing in sales, telemarketing, customer relations, and management training, coaching and marketing advisory services. He has trained, coached and advised literally hundreds of clients, including Sears Optical, Eastman Kodak, Northern Uniform Supply, The Texas Independent Banker's Association, Deloitte & Touch?, Smith Barney, Jefferson Wells International, The Government of The U. S. Virgin Islands, First National Bank of Arizona, City Laundering, Co. and Wal?Mart to name a few.
Virden is the author of Prospecting: The Key To Sales Success, A Realtor's Success Formula, Organizing For Sales Success, and "best sellers" Building & Closing the Sale, 101 Sales Myths. His audio/video tape series entitled Close That Sale, is based on his 50 Minute Series manual Closing: A Process Not A Problem--published by a division of Thompson Learning. He has also authored a client acclaimed self-directed learning series of sales, coaching, customer service, telemarketing, and personal productivity training manuals, outlined in the Books & Manuals section of this site. Virden has a degree in communications (public address emphasis) from the University of Utah.
As a consultant and trainer, Virden has been retained by dozens of banks, savings and loans, and credit unions to help them move from operational, order taking cultures to proactive sales and cross-selling organizations. He has literally trained thousands of sales representatives and managers in businesses as diverse as distribution, auto sales, printing, eye care, uniform and linen rentals, manufacturing, and many others. Virden also specializes in training, coaching and advising service industry professionals (accountants, attorneys, engineers, architects, financial planners, stockbrokers, etc.) in the fine art of "business development."
Virden has taught small business courses at Lorain County Community College in Elyria, Ohio, a bank sales curriculum at the Center For Professional Development, Texas Tech University in Lubbock, Texas and a short course on selling at the School Of Entrepreneurship, J. Willard And Alice S. Marriott School off Management at Brigham Young University, Provo, Utah.
Virden and his wife Barbara reside in Avon Lake, Ohio and are the parents of ten children.
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