How to Make the Buying Decision Easier for Your Customer – August 22, 2014


Various dictionaries define “closing” as: a concluding part, a closable gap or a meeting of parties to a deal for formally transferring title. All of these definitions represent closing as a single moment in time. But in sales, closing is not a point in time, it’s actually a process, as we explain in today’s issue of Promotional Consultant Today.

Far too many sales leaders push the concept that closing is something we must “do” to every customer. “Ask for the sale every single time!” and this “Close!” transforms itself into an overwhelming, single moment in time for both the salesperson and the buyer that will end in either “Yes” or “No.” You either win or you lose, but the whole game comes down to that one single solitary moment.

In our tunnel-vision drive to arrive at the final close, we miss 95 percent of the closing process. Ideally, we should define closing as a series of small agreements that occur naturally throughout the course of the sales presentation. By following this closing process, you give your customers an opportunity to make their buying decision a little bit at a time.

Properly done, the “final close” merely serves as the natural culmination of the buying process.

And here’s best part about all of this: When you gain small agreements throughout, you actually make it easier for your customer to make a buying decision because you eliminate the anxiety of answering “the big question” at the end.

Work on seamlessly weaving closing questions into the sales conversation at strategic moments:

  1. “How does that sound to you so far?”
  2. “Are we headed in the right direction?”
  3. “How are you feeling here?”
  4. “Did we get that right?”
  5. “Is this what you were hoping for?”


The best salespeople deliver this almost subconsciously as part of their sales presentation. Closing becomes conversational, a natural extension of any dialogue. So stop making your job harder. Start embedding small closes into your normal, everyday conversations. Start making it easier for your customer to buy.

Source: Amy O’Connor brings a decade’s worth of industry experience and knowledge to her impactful and enlightening seminars. Working hand-in-hand with a majority of the top ten homebuilders in North America—as well as private and regional builders—O’Connor offers a wealth of real-world expertise managing, coaching and motivating new home sales professionals.

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