“The Single Most Profitable Closing Technique In The History Of The World”

Over a year ago, I told you about closing, and the importance of building value and desire to own before the actual close. This isn’t what I’m talking about today. I’m talking about the actual technique and verbage I use to close sales. This is the same close II use almost every time. The reason I say that it’s the greatest close, is

that my Mentor Dan Kennedy (in a newsletter I pay a lot for) did a survey of closes used in selling, and this was the one used to generate the most sale. It also happens to be the one I use. It works especially well in retail, where you have many models of product to choose from.

It’s “The Alternate Of Choice” close.

When I’m demonstrating a vacuum cleaner (this works with any product, I just sell vacuum cleaners), I ask several qualifying questions...to give the buyer the feeling that we are going to look at THE machine for them.

Then I show all the features that will apply to them…..and don’t mention the features that don’t apply to them.

Then, if I have only been showing one model, I introduce a second model. This second model will be very close in features and price to the one I just demonstrated.

For example;

“And this one is $699. We also have a similar model, that is the same in every way….except that it doesn’t include on-board attachments. The price on that one is $649. Do you think you would use the on board attachments if you had them?”

What they say next will tell me where I want to go. Do I care what they say? No.

Usually, I’ll hear something like “Yeah, I would probably use them to get in corners”…. Or “I almost never use the on board attachments. You save $50, you say?”

This “alternate of choice” does several things.;

It make the decision easier. They are now making a $50 decision, instead of a $699 one.

This method does not feel like selling to the customer. It feels like you are offering an alternative.

There is pent-up pressure inside the buyer at the point of buying. This technique relieves that pressure, by giving another choice.

If you are talking to a couple, this will give one of them an opportunity to tell the other one that they want what you are selling…”Honey, it’s entirely up to you, but I like the one with the attachments….don’t you?” If you can’t get the sale after one of them says that...I don’’t think you have a pulse.

I use this “alternate of choice”” more, if they hesitate at all....at the end. It’s a way to get them “back in the game” before they leave.

This close also works if you use three products...You use the product you want tem to buy...one to compare it to, at the same cost...and one that is substantially more in price. All three products are used to sell the middle one. For the last year or so, I’ve stuck to the “two product comparison” with equally good results