When Closing Sales—Keep it Short and Simple


Car Dealer signing a contract to purchase and giving the key to a new car to a young attractive owners

I have only made this letter rather long because I have not had time to make it shorter. —Blaise Pascal, 1662

Pascal, the French mathematician and philosopher, understood a concept many writers including Henry David Thoreau, T.S. Eliot, and Mark Twain have since echoed: The fewer the words, the better. Simplicity works both in writing and in follow-up calls, because the more you talk, the less people remember.

When you follow up with prospects who have visited your lot, make sure to keep it simple. After you’ve engaged them, cut right to the chase and use the following three-step script:

  • Summarize what you and the customer have accomplished so far.
  • Tell them what comes next.
  • Set up an appointment to make the next step.

“The next thing we need to do is go back to the two products you liked and decide which one is a better fit for your family.” Or “The next thing I would like to do is cover our great financing options and show you how easy it is to buy a car.”

Say what you need to say, schedule the next action, and then get off the phone. Do what my editor tells me to do when she thinks I’m being longwinded: Keep it short and simple (K.I.S.S.).

Why do you and/or other sales professionals cover too much detail over the phone instead of just cutting to the chase? How would it benefit you if you were in the customer’s shoes and a sales pro used the three-step script?

To prepare, write out your simple three-step script for each prospect prior to calling them. (Summarize what you and the customer have accomplished so far, tell them what comes next, and then set up an appointment to make it happen.)



While longwinded follow-up calls are better than none at all, your best chance for closing sales is when you get straight to the point. To earn what you’re worth, call at least five prospects today (and every day).

The above article is an excerpt from Jason Forrest’s newly released book, 40 Day Sales Dare for Auto Sales.

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

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The above article is an excerpt from Jason Forrest’s newly released book, 40 Day Sales Dare for Auto Sales.

Michael Bowen

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