Using A "Closing Script," Is A Sales Myth

By Virden J. Thornton

     Many of the closing techniques that are taught in today's selling workshops, audio and videotapes, training manuals or in books on the subject of selling are often ethically questionable. Methods like the “forced choice close” or the “misstated higher quantity close” even sound unethical. And, what about the “puppy dog” close, the “pity” close or the “alternate choice” close? There are literally hundreds of them.

     Not only is it difficult to remember a specific closing technique in the heat of a sales transaction, most of these closing levers actually fail to produce the desired result with today's sophisticated decision-makers. For the most part, these questionable methods were designed for an earlier age when “sales pitches” and “verbal persuasion” were the selling preference chosen by most sales or service industry professionals.

     Using a well thought out consultative sales system like the one found in Building and Closing The Sale*, a best selling sales training manual published by Crisp Learning in Menlo Park, California, that facilitates in-depth probing and a series of trial-closing questions, reduces the need to use strong arm closing tactics. If executed properly, the logic of a consultative selling process will lead most decision-makers to ask, “how do we get started?” eliminating the need for you to learn and then try to remember dozens of closing methods for your sales presentations. My Sales Success Strategies (self-directed learning) manual is made up of 30 daily lessons that outline a proven system for closing sales. You can learn more about this field-tested and unique training at: http://TheSellingEdge.com/manual1.htm.

     The Huthwaite Research Group in Great Britain has done extensive analysis on sales success through the observation of 1,000 customer calls over a twelve-year period in 27 countries. Their research into training sales representatives on closing skills found that using closing techniques in a presentation are “inversely related” to the success of the sale. They found that most customers or clients were resistant to many of the closing techniques that were used on them. The research also suggested that the almost universal belief that the more you close, the greater your chance of sales success, is also a myth. High numbers of closing attempts are less successful than a low number of closings according to Huthwaite. Buyers clearly prefer sellers who do not use too many closing techniques.

     Selling today is about asking questions that uncover a prospect's problems and buying motives and then simply offering solutions based on your products or services. Then to close, you simply need to ask for the order. The real close takes place while the prospect is answering your questions. In other words by asking questions, your prospects will often sell and then close themselves.

VIRDEN THORNTON is the founder and President of The $elling Edge^®, Inc. a firm specializing in sales, customer relations, and management training and development. Clients have included Sears Optical, Eastman Kodak, IBM, Deloitte & Touché, Bank One, Jefferson Pilot, and WalHMart to name a few. Virden is the author of Prospecting: The Key To Sales Success and the best selling Building & Closing the Sale, Fifty-Minute series books and Close That Sale, a video/audio tape series published by Crisp Publications, Inc. Menlo Park, California. He has also authored a Self-Directed Learning series of sales, coaching & team development, telemarketing, and personal productivity training guides. To obtain a substantial discount on two of Virden's new manuals, 101 Sales Myths and Organizing For Sales Success, just click on either of the titles above.

Note: You can contact Virden at virden@TheSellingEdge.com. You can also see an expan- ded biography at http://www.TheSellingEdge.com/bio.htm.

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