Ask yourself, “What is the question that has the greatest impact on your closing presentation?”
It is simply “Why is this important to you?” This is a question that you should have asked before you get to a closing presentation. The answer to this question is what you lead with in your closing.
Keep in mind that if you forgot to ask the question prior to your closing, then the question can still be asked during the close for the first time and it can still work.
Why is this question so powerful?
Because it gets at the dominant buying motive.
This is the single most powerful motivation for a customer to take action on whatever you are proposing. If you go into a closing interview without it, you are essentially flying blind and have increased the odds of the customers doing nothing.
What does a dominant buying motivation sound like? It is usually a feeling or the feeling that will come from having the solution to the problem in place.
Examples are peace of mind, sense of security, an expression of love, care or concern for others, etc. By the way, the opposites of the prior feelings can be prime motivators as well: looking bad, looking irresponsible, feeling embarrassed, etc.
My advice is that you always state the dominant motivation of a customer in positive terms even if you have to change their words a little. Positive is best.
The opening language of your closing should sound something like, “John and Mary, you told me that you want to have a certain lifestyle when you retire and want to look at the best options available to give you that lifestyle.
Furthermore, you said that this is important to you because you have worked hard all your life and you want to have something to show for it when you retire. You also said it is important for you to be able to spend time with your grandchildren and to be able to help them with college if they need it.
And this is important to you because of the help you got from your parents. Do I have that right? Is there anything you want to add?”
Try this scenario. The customers tell you, “ I need to find a way to save more and protect my money from potential loss.” Do you jump in with your vast knowledge and show them how you will help them accomplish this? Or do you see the opportunity to get at their dominant motivation?
I feel you should teach people what their options are but be careful not to forget to ask somewhere in that interview, “John and Mary, you said you want to save more and protect your money from potential loss. Tell me more about why this is important to you?”
Doing this will dramatically increase your closing sales rates.
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