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Closing the sale is one of the most important stages in the practice sales process (Optician 31.07.09), but it often evokes a lot of emotion in the hearts and minds of sales or dispensing staff. As we all know, closing the sale is everything in retail - nothing happens until someone sells something. But, while closing is the most important step in the sales process, it can also be the least important.
In the UK today, out of 100 demonstrations made, the following statistics continue to hold true:
- 20 per cent of the time customers say, 'I'll take it' on their own
- 20 per cent of the time the member of staff asks for the sale
- 60 per cent of the time no attempt is made to close the sale.
From this, it is logical to conclude that the best closing technique is to simply ask for the sale. It's at this point - when you have to ask your patients and customers to buy - that closing becomes the most important step in the sales process.
With all the closing techniques that have been devised, there is no guaranteed formula for closing a sale. Some techniques have been around for 60 years or more. Some work better than others. Some are easier to remember than others. Regardless, they all strive to attain the same end result: getting the customer to say 'Yes'.
Here are a few tried and true professional approaches that can work well for you in most situations.
The either/or close
Either/or questions discourage the customer from saying no to your request for the sale. Instead of saying, 'Would you like to buy it?' (to which any customer can just answer yes or no), ask the customers if they would like to buy 'X' or 'Y'? Or would they like to pay by 'X' or 'Y'?
By giving your customer several ways in which to tell you they want the pair of glasses or lenses, you enhance your opportunity to get a yes answer and close the sale. This is especially appropriate for those customers who are ready to buy, but just need to be prompted.
Customer: 'I think I prefer these frames more than the other one.'
Member of staff: 'I agree. The style complements the shape of your face more and the colour really suits you. Would you prefer to pick them up later today once we've fitted your prescription lenses or shall we call you immediately they're ready?'
Customer: 'I'll pick them up later, so I can wear them this evening, thanks.'
By agreeing to wait, the customer is saying yes to the closing question. He may have also said yes if asked, 'Would you like to take the frames?' but he would have had a bigger opportunity to say no.
The reflexive close
This straightforward method is called the 'reflexive close' because it turns the question back to the customer. Suppose you're assisting someone with daily disposable contact lenses. You've successfully demonstrated the benefits of the lenses and value to be gained by purchasing in volume. Now you feel that they're waiting to be asked to buy.
If they ask 'Do you have a month's supply in stock?' most people will simply answer, 'Yes'. Even if you know you have the supply, don't say it. Instead, immediately respond with a closing question such as, 'Would you like a month's supply?' Or if they ask 'Do you offer contact lens payment plans?' respond with 'Would you like a payment plan?'
If they say yes, or any other positive response, you've made the sale. Here are some other examples of how you can use the reflexive closing technique to close the sale and add-on as well:
Customer: 'Do you also sell cases for contact lenses?'
Member of staff: 'Would you like a lens case for them?'
Customer: 'Yes, I would.'
Member of staff: 'No problem. How about this travel lens case which allows you to store your lenses securely together with space for additional solution and a lens inserter, should you wish to buy them?'
You should always capitalise on your opportunities to add-on. Your patients and customers have already demonstrated that they like your practice and trust your judgement by agreeing to buy the original item. Why not capitalise on the opportunity to sell them more?
The ask-for-it close
This technique usually requires more courage than some of the other closing techniques and, as a result, is often avoided. Yet the 'Ask-for-it close' can often provide the most effective means of gently persuading an indecisive customer.
Start with a bold question that asks the customer, 'So, would you like to buy it?' Do this with a bit of humour. Most customers will appreciate your candour and enjoyment of the situation. Here is some supporting language:
Customer: 'I really like these designer frames, but it's extravagant and my wife will die when she finds out the price.'
Member of staff: 'Look, I know you want them. Why don't you put yourself out of your misery and buy them? I think you owe it to yourself.'
Remember, have some fun and use your sense of humour with this one. Your enthusiasm and enjoyment on the practice floor will be immediately apparent to your patients and customers.
There are hundreds of different closing techniques out there. Some can be applied to almost any situation, while others lend themselves to specific circumstances. They may not be fancy, but the bottom line is that they work! ?
? Dennis Reid is chairman of Retail Performance Specialists and has written this article in conjunction with the Vision Care Institute of Johnson & Johnson Vision Care. RPS specialise in improving retail performance and can be contacted on 01344 849397 or via www.rps-global.com