If I Can Show You A Way... Will You Buy?

You know this one... you've identified what they need, maybe even found out how much they are willing to pay and now it's time for that infamous "trial close." "If I can show you a way to solve your problems will you buy my product?" They answer "yes" and you believe you've got the deal. Then, you come back and make your presentation and when you ask "so are you ready to buy", the prospect say's "I like it but I'm going to have to check on some other options." Now you ask "what went wrong?" Weren't they listening, or did they just out and out lie?

Think about it... when you asked "if I can show you a way to solve your problem will you buy my product?" what was the prospect thinking? Usually, they are in one of two positions, ready to buy and favorably disposed to your offer (in which case you would have gotten the deal), or not ready to buy still needing more information. I believe that by asking that closing question you often end up forcing your prospect to "lie", a strategy that in half of the situations you are in will back-fire!

Here's why. If they were really ready to buy when you asked for the "trial close" I think you would have gotten the order. However, in this situation I don't think they were that far along. In fact, they probably needed more information, hoping that your presentation might provide it. What they would really like to say is "I'm not sure I am ready to make a decision" but they're afraid if they tell you that you won't give them the information they need. So they lie and say "yes" to get what they want. It's not that they are "bad people" it's that you're a "bad" sales person.

What will work much better is what we refer to as an "open close" rather than a "closed close". Your question is a closed ended question only giving the prospect two choices. If you use an open close like "If I show you a solution to your problem that you believe will work what would you feel comfortable doing next?" With this open close there is much less pressure and the prospect will more likely tell you the truth. They have not been put in a corner forced to pick one of only two answers but instead now can tell you anything.

The true "sales master" understands that "to close or not to close" is really the prospects choice and by giving them more options with an "open close" you will raise your winning percentages! So now that "I've shown you a better way to close, will you use it?"

Instead of thinking about closing business, think about "opening" new business. With that thought in mind "open closing" should be much easier!