Friendly Reminder: Click the blue text above “FMCG Distributor Professional Consulting” to learn more about marketing and distributor internal management. To close deals with customers and achieve sales goals, different closing strategies should be adopted based on different customers, situations, and environments to seize the initiative and finalize transactions as soon as possible. When attempting to close, once you grasp the opportunity, end the negotiation early. Even if the customer is still hesitant, it doesn't matter; encourage them to buy while their desire is strong, and the chance of closing remains high. Below are 15 closing techniques that should be used flexibly with different customers.
Direct Request Method. For example, our Taobao store sales staff, after receiving the customer's buying signal, directly propose the transaction. When using the direct request method, avoid being too hasty; the key is to get a clear buying signal from the customer. For instance, “Mr. Wang, since you like it, you can place the order directly.” After making the request to close, remain silent and wait for the customer's reaction. Do not say anything else, because one more word might immediately divert the customer's attention and ruin the deal.
Alternative Choice Method. Salespeople provide customers with two solutions; whichever the customer chooses, it is a result we want to achieve. This method avoids the “yes or no” question and instead asks the customer to choose between A and B. For example: “Do you prefer white or red?” “Will you sign today or tomorrow?” “Will you pay by card or cash?” Note: When guiding customers to close, do not offer more than two choices, because too many choices can confuse the customer.
Benefit Summary Method. Present all the practical benefits the customer will gain from the deal, prioritize the matters the customer cares about, closely link product features with the customer's concerns, and summarize all the benefits the customer cares most about to prompt them to reach an agreement.
Discount Closing Method. Also known as the concession closing method, it involves offering preferential conditions to prompt immediate purchase. When using these preferential policies, salespeople should note three points: (1) Make the customer feel special, that the discount is only for them, making them feel valued and unique. (2) Never give discounts casually, otherwise the customer will demand more until you reach your bottom line. (3) Show that your authority is limited and you need to ask superiors: “Sorry, within my authority, I can only give you this price.” Then change the subject: “However, since you are a regular customer, I can ask my manager for extra discounts. But such discounts are hard to get, and I can only do my best.” This way, the customer's expectations won't be too high, and even if they don't get the discount, they will feel you've done your best and won't blame you.
Provocation Method. This uses the customer's competitiveness and self-esteem to urge them to buy. A well-known Hong Kong couple went to a large mall to buy jewelry. They were interested in a jade ring priced at $90,000 but hesitated due to the high price. A salesperson observing them approached and mentioned that the wife of a Southeast Asian president had also seen the ring and loved it but didn't buy it due to the price. Provoked by this, the couple immediately bought the ring to show they were more powerful than the president's wife. When provoking, the salesperson should remain calm and natural to avoid being detected.
Social Proof Method. Customers are reluctant to take risks when buying. They are skeptical of new products not tried by others. They trust and like products that are widely accepted. A customer was interested in a microwave but undecided. The salesperson said: “You have good taste. This is the hottest microwave right now, selling over 50 units a day, and during peak season, you need to pre-order to get one.”
Scarcity Closing Method. This exploits the psychology of “fear of missing out.” People want things they can't easily get. Once customers realize buying this product is a rare opportunity, they will act immediately. This method capitalizes on the psychology of “joy in gaining, pain in losing” by applying pressure to prompt a quick decision. It can be done through: (1) Limited quantity, e.g., “Limited stock, buy now.” (2) Limited time, e.g., discounts within a specified period. (3) Limited service, e.g., better service within a specified quantity. (4) Limited price, e.g., for items about to increase in price. In short, carefully consider the target audience and psychology to set the most effective scarcity tactic. However, this method should not be overused or fabricated, or you will lose customers.
Step-by-Step Pressure Method. Many customers delay before buying, saying “I'll think it over,” “I'll consider,” “We'll discuss,” or “Let's talk later.” When facing such delays, excellent salespeople first agree: “You should be cautious when buying. You're interested in this product, right? Otherwise, you wouldn't spend time considering it.” They have to agree. Then you press: “I'm just curious, what are you considering? Is it our credibility?” They might say, “Oh, your store is good.” You ask, “Is it my character?” They say, “Oh, no, how could that be?” Using this step-by-step technique, you keep asking until they reveal their concerns. If you can resolve their doubts, closing becomes natural.
Assist-the-Customer Method. Many customers, even if willing to buy, don't like to sign quickly. They keep examining color, size, style, delivery date. At this point, change strategy: temporarily set aside the order and enthusiastically help the customer choose. Once they select a product, you get the order.
Comparison Method. Write down pros and cons. This uses a written comparison to help the customer decide. Prepare paper and pen, draw a “T” table. On the left, list reasons to buy; on the right, reasons not to buy. With your design, the reasons to buy will outweigh those not to, and you can persuade the customer to decide.
Small-Step Method. Suggest a trial purchase. If the customer wants to buy but can't decide, suggest buying a small quantity to try. If you have confidence in your product, even a small initial order can lead to a large order after a satisfactory trial.
Let-Go-to-Catch Method. Some customers are naturally indecisive. They are interested but procrastinate. In this case, deliberately start packing up as if to leave. This fake departure can sometimes prompt them to decide.
Order Form Method. Near the end of the sale, take out the order form and start filling it out. If the customer doesn't stop you, it means they've decided to buy. If they say they haven't decided, you can say: “It's okay, I'm just filling it out. If you change your mind tomorrow, I'll tear it up. You'll have plenty of time to think.” “Mr. Wang, the delivery date is fine, other terms are good, and we've solved the payment issue. So, can I put your name on this document?”
Special Treatment Method. Some customers think they are the most important person in the world and demand special treatment, like exclusive low prices. You can say: “Mr. Wang, you are our big customer, so how about this—” This technique is perfect for such customers.
Storytelling Method. Everyone loves stories. If a customer wants to buy but worries about a certain issue, you can say: “Sir, I understand how you feel. I'd worry too. Last year, a Mr. Wang had the same concern. He decided to rent our car for a trial of six months. But within a few weeks, he found it wasn't a problem—” Emphasize the previous customer's satisfaction as if the customer experienced it themselves.