Customers have earned the right to be asked to buy if the Sales Associate has done a proper job of assessing their needs and meeting their requirements.
Respect for the Customer
Failure to ask for the sale is disrespectful to the customer, who deserves to be asked if the best product that meets their needs at the proper price will make that person a happy, satisfied customer. People who are given the chance to purchase by asking them to buy will more often purchase than those who are not asked.
Remember that until somebody asks the customer to purchase, a decision has not been made. Remember too that some customers find it hard to ask themselves. Always ask for the sale. Sometimes you may have to do so more than once if there are objections that are uncovered when the customer gives a "No" response. When the customer says "No," they are not saying it to you. They are actually saying "No" to the information you have provided so far. Your job is to find out what information they need and provide them with it. You may never find that out if you don’t ask the customer for the sale.
Some customers just find it difficult to make any decision, let alone a buying decision. Consider ways of helping the customer make a buying decision. These methods should never be used to try to make someone purchase something that is wrong for them, but rather to assist them in thinking through typical fears/concerns. Some of those fears may include the fear of paying too much, disapproval from their spouse, concern about taking on more debt, lack of trust and the promises (or existence) of competitive suppliers. Make a list of objections you find difficult to respond to and work on specific communication skills that can help you help your customer in making a buying decision.
Listed below are a few types of closing techniques and reasons why you might use them.
Many believe it is best to be clear with your customers and just ask simple questions like “Would you like to take this now?" or “Would you like me to get you one in a box?" or “Are there other items you want to consider today along with this product?"
Many customers prefer this open, clear communication; your confidence is apparent when you are clear.
During this process the Sales Associate is assuming that the customer will purchase, and may use language like “When you take this home and start to use it, I would appreciate a call back to let me know you are satisfied and allow me to answer any questions you may have so you can fully enjoy the product."
This kind of close may be reassuring to a customer who has fears of making the wrong purchase or not being taken care of after the sale.
This close is typically used when the customer has a choice to make between two products or features. The customer feels that both may be acceptable, but they are concerned about making the wrong decision. This kind of close may sound something like "Do you prefer the red one or the black one?" Another example: "Of the two products you are considering, which one appeals to you the most?"
If your company has policies that reassure customers about typical concerns like price and satisfaction, you should practice using this information to help customers who are concerned about returning the product if it doesn’t meet their needs or addressing pricing concerns if they believe they need to check for lower prices elsewhere. This assurance might be conveyed in the following manner, “Our company has a 30-day customer satisfaction guarantee that insures that you can return it if you are not satisfied; in addition we guarantee our prices with a 30-day price-protection policy to insure you always get a fair price.” (Note: This is an example only—please check your own store management for appropriate policy and language.)
Other Closing Methods
Numerous books exist that discuss different closing methods. It’s good to consider closing methods as positive, productive ways to help customers make a purchasing decision; conversely, they should never be used in a negative or pressured manner to make someone buy something that's wrong for them. Our goal in the Participative Sales method is to create long-term, satisfied customers. Focus on the many purchases that the customer will make over time, not just the short term.