One Simple Close


man shaking hands with car salesman

Your sales team won’t need the mountains of books on how to close a deal if they can master just one technique. The most natural and effective tool I’ve found is the summary close, which leads into the transaction close. Check out the following summary:

“When we first started looking for your next vehicle, you said you were looking for a family-friendly vehicle with plenty of cup holders and automatically-opening doors. While we were looking, you realized that you would enjoy a minivan more than a large SUV, because it was more practical. I showed you the ____, _____, and _____ , and you agreed that the minivan best fit what you were looking for. Well, Mr. and Mrs. Prospect, the next thing left for us to do is to get the paperwork started and write a deposit so that we can make this product yours! Are you ready to get started?”

Selling breaks down into three stages:

1. Understand the customer’s mission.

2. Solve the customer’s mission.

3. Hold the customer accountable to achieving their mission.

As in the scenario above, the sales pro summarizes the first two stages (summary close), which sets them up to ask for the third stage (transaction close). Summarizing allows the customer to remember what they initially said they needed and then to agree that they made the decisions necessary to accomplish those needs. Sales pros keep the decision-making process moving forward by asking them to commit to the next step: the paperwork and the deposit.

Role-play with sales pros to make them feel comfortable with the summary close, which naturally leads to a transaction close.



The above article is an excerpt from Jason Forrest’s new book, 40 Day Sales Dare for Auto Sales, available in Fall 2013.

Jason Forrest is a sales trainer; management coach; member of the National Speakers Association’s Million Dollar Speakers Group; and the author of four books. One of Training magazine’s Top Young Trainers of 2012, Jason is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning to increase sales, implement cultural accountability, and transform companies into sales organizations. In 2013, he won a Gold Stevie Award for Sales Training Leader of the Year. For more information, visit www.forrestpg.com or contact Jason at jasonforrest@dealermark.com

Michael Bowen

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