Framer's Corner by: Stan A. Garnet CEO International Art Group, Inc.

More Closing Techniques

Try taking something away:
Play hard to get from now and then. When a customer shows some slight hesitation, they may just require a little nudge in the right direction. Playing hard to get sometimes is a very effective tool. "This moulding that you have selected is one of our more popular European imports. Let me just check with our warehouse and make sure we have enough of this to execute your order." When you do this you are creating the feeling that they may not be able to get the product. Most of the time, this will prompt the need psychologically for the customer to want it, even need to have it. Generally upon your return when you announce that fortunately there is enough, the customer will be relieved and become eager to acquire the item.

Closure by Assumption:
If you stay with your positive and direct body language at the completion of your sale and state: "How would you like to pay for this, cash or check?" "When would you like this order completed?" or other key question phrase that takes you past the sale, then you will secure the order without any hitches. By your asumption of the sale being a done deal you will transfer the same thought process to your customer. If you hestitate in the slightest at this point you will only create hesitation on the part of your customer. Stay clear on your direction.

Secondary closes:
Sometimes it is necessary to use a minor question or objection that is more easily resolved to make the close. Your customer may have needs that do not coincide with your usual operational goals. For instance in discussion the customer has indicated that they have a party coming up and would like to have the framing completed prior to the party date. You have an opportunity here to closure the sale without resistance. "Our normal turn around time is 21 days, but I think we can probably have this completed for you in less time than that and in time for your party." Then move directly into securing the customer's address and other information and write the order up.

Work Order Closure:
I always recommend an official order document to be used in the custom framing selection. It is used in conjunction with all of the other closure techniques and is a continuing reminder to the customer that they are there to leave the order with you. It is designed to document the selection process and decision made. It is also a record of the pricing and establishes the final price for the customer. Most important is committing to paper the choices as they are made which helps to psychologically finalize the transaction in the customer's mind. It in itself becomes a commitment on the part of the customer and should also be a commitment process for you.

Sudden Death:
This is my favorite type of closure. You have solidified your customers design and have just totaled the various components. The moment has arrived when you have to quote a price to the customer. I recommend that you do this smoothly and in an even tone of voice and then wait. Remember to use a question that provides you with a positive answer. Give them the price and then do not speak. Basically put a zipper on your lips. Whoever speaks next loses. If it's you, then you are letting the customer off the hook. Use the pressure of silence to force a decision from your customer. Do not try to anticipate your customer's reaction. You will be wrong more then you will be right. The customer will respond either positively with a go ahead or they will create some form of objection. If they object then handle it and ask a choice question back. For example they may come back with: "Do I need to pay for that all today?" "No a deposit of $50 will be fine. Will that be cash or charge?"