How to Ask a Closing Question…and then ‘Shut-Up’

Hundreds upon hundreds of books have been written on closing the sale. You can be the most knowledgeable of presenters, you can dress the part from head to toe and put on a show like Robin Williams, but if you do not how to close the sale, you might find yourself limited to a happy meal on your “night out”.

Many of the leading sales experts have defined closing as, “Asking a question, the answer to which confirms the sale”. Once this question has been asked, you must abide by the oldest, most critical rule of selling: When you ask a closing question…. SHUT UP! The first person that speaks loses.

There is a multitude of ways to ask for the sale. Your method of asking a closing question should befit your personal style of communication. The closing should be fluid and effortless when done correctly. For this reason it is important to set the tone for closing upon meeting your prospect, ideally when you walk in the door. You must ask for the sale as soon as you hear that first buying signal. One very important guideline in asking for the sale is to try to eliminate no as a possible response to your question. You may not get the much desired yes as a result of eliminating no responses to your questions, but you will unearth further objections and get the conversation going in a direction that will eventually lead to a yes.

It is very important that you phrase your question in a manner directly addressing your prospects main need or desire. For example….”Mrs. Smith, would you like your new drapes to be delivered before or after your dinner party on the first of next month?” or “Would you prefer to have your new boots in red of would you prefer the black?” or “Will that be cash or credit card?”

Notice that all of these examples incorporate the simple techniques of using time, choice or preference to eliminate no as a possible response. Your prospect will be forced to change the direction of the flow altogether in order to come up with a negative or no response to your closing question. The important lesson here is: Leave it up to the buyer to decide, but do not give him/her no as a possible response once you have asked a closing question.

Of course, it is always important to remember to confirm your prospects interest and to look for concrete buying signals before asking your closing question. For example, Mr. Rogers has stated that he needs a new printer by Thursday, BUT he has not said that he is buying it from you. Ask, “Mr. Rogers, would you like me to deliver your new printer by Thursday?”, and then you shut up! In this case, you have given your prospect the option to say no, but it is highly unlikely that he will use it. Even if he does use it, you have a handy response, “…when would be the most convenient time to make the delivery?”, and, once again, you shut up!

The key here is that you ask your closing questions in a friendly, sincere manner without high pressure and without being pushy. Ever hear the expression “the silence was deafening”? Even a minute of silence can feel like an hour during closing. The tension begins to mount as soon as you finish asking a closing question. With enough gentle, directing closing questions, you will be on your way to sales success. Remember, the sales are there and ripe for the picking. You will receive, but first….you must ask!

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