An often overlooked sales technique the late, great Ted Nicholas discusses here...
"You must discover how to effectively close sales.
Otherwise, it’s just not possible to be successful in any business.
Often I can “fix” the copy and create a winning offer just by changing the close.
As every experienced direct marketer knows, how you word the offer has everything to do with its success.
Closing the sale effectively, whether in person or in sales copy, is absolutely essential for massive success.
You must close sales with passion and vitality. Clearly with a strong close you will often get a “yes” answer to your offer.
Today I’m going to reveal the simplest and easiest method to close a sale I’ve ever found.
Please burn the next sentence in your mind, dear reader.
** When you are ready to go for the order, never ask a prospect a closing question (or any other question) which can be answered “yes” or “no” **
When you plant the “no” seed in anyone’s mind, it’s almost automatic to simply say “no.” And believe me, most will say “no” as a result.
From the beginning of the offer you want to build a “yes” momentum when marketing anything.
But here is the little-understood secret that will not only close orders. It will also put millions of dollars in profit directly into your bank account.
Here is the magic key to it all.
** Never ask “if.” Instead ask “which” **
Always form your question in such a way which gives your prospect a choice between something and something. Not something and nothing.
By giving the prospect a choice between two or more alternatives, you’ll nearly always get the answer you want.
A successful marketer gives the prospect a choice between at least two alternatives. Both alternatives must provide valid benefits to the prospect. (A choice of three to five options can also work successfully.)
** Examples of successful closing questions **
Please observe that some questions are designed to draw answers that lead to or close the final sale:
* Would you like the basic package at $1,997, or the deluxe version which is just $497 more?
* Does the silver or gold membership program suit your needs best?
* Would you like delivery Monday or Wednesday?
* Would you like the product in brushed aluminum or black?
* Does the one payment or three payment option suit you best?
Or to your banker:
* Would a $150,000 line of credit or would $200,000 best suit your current loan budget?
The psychological power of asking the right questions, both in business and personal situations, cannot be overstated.
** The secret is to assume consent **
In asking closing questions, basically you are assuming consent from your prospect, banker or friend. This is nearly always a good thing for everyone involved.
I first discovered the principle of assuming consent during my early dating experiences.
I observed that most of the brightest and most appealing young women tended to spend their Saturday nights at home alone. Many guys were hesitant to ask them out. They were afraid of a no answer.
I formulated my dating strategy. I simply asked a question which gave a choice between two options which suited me and them as well.
Here was the question I asked.
“Would you like to join me and go to the movies Friday or Saturday night?”
I was delighted that over 90% of the time they said “yes.” Of course they chose the night which suited them best.
Occasionally they were busy both nights or had a boyfriend of whom I was unaware. Of course this was the law of average in action.
Later when I began to use the “choice close” in the business world the result was also sensational. I found this result to hold up ever since in personal sales situations. And in all my copy.
Have I convinced you yet? Utilize this closing technique in your next offer. See the results for yourself. I believe you’ll never do it any other way again. Why?
Instead of that typical “no” response you will increase the number of times you hear that magic word “yes” that we all love!
