Full transcript
0:01If you have to apply uncomfortable
0:02pressure at the end of a sales
0:04conversation , it is because you did
0:05something wrong beforehand . You know ,
0:09people love to buy , but they hate it
0:11when someone tries to sell to them .
0:13Pressure is not created during the
0:15closing . Pressure is created because
0:18you didn't build enough of a problem or
0:20value beforehand . This means it’s
0:25about you leading better , and then you
0:26only have to ask at the end . So , in
0:32this video , I will show you five
0:34closing techniques that will ensure the
0:35other person buys from you as a matter
0:37of course . I do what must be done , get
0:42detached . 5 , 4 , 3 , 2 , 1 , and then you
0:46do what must be done . So , let’s get
0:55to technique number one : the permission
0:57to decide . Right at the beginning of
1:00the conversation , it's about defining
1:02that the goal today is to reach a
1:03decision . The goal isn't the sale , but
1:07rather that there is a decision at the
1:09end of the conversation . For example ,
1:11if my sales employee Philip comes to me
1:13and says : " Timo , the customer just
1:15couldn't make up their mind . " Then I am
1:17mad at him . Then I say : " Hey , you
1:19didn't manage to lead to a clear
1:20decision . " If Philip comes to me and
1:23says : " Hey , Timo , the customer decided
1:25against us , " then that is a clear
1:27decision . I believe , so I find their
1:29shoulder and say well done . You have
1:34the opportunity at the start of your
1:36sales conversation to use certain
1:37phrasing that isn't uncomfortable at
1:39first , doesn't build pressure yet , but
1:41will help with the closing at the end
1:42to reach a decision without pressure .
1:48Take a look at this example . As the
1:50saying goes , Mr. Meer ? He who does not
1:52accept a man's " no " does not deserve
1:54his " yes . " So , at the end of our
1:56conversation , it’s about you telling
1:58me how we want to proceed . Does that
2:01sound like a fair plan ? You will always
2:03get confirmation here . The paradox is
2:06that because you allowed the " no , " it
2:08is even easier for your counterpart to
2:10say " yes . " And if they still don't want
2:14to make a decision at the end , you
2:16remind them that you had agreed it is
2:17fair to make a decision today . Should
2:21you ever notice that your counterpart
2:23says something like this during this
2:25initial framing : " Yeah , yeah , no , no ,
2:27no , no , I don't want to make a decision
2:30yet , "
2:30>> then you can ask them directly what
2:32their intention is for today's call .
2:36whether it’s an informational call
2:38rather than a decision-making call ,
2:39because if the person you're speaking
2:41with is in information mode , I wouldn't
2:43invest too much time in that
2:44conversation . If your target audience
2:48is a bit more sensitive — perhaps
2:50you’re selling B2C , or maybe you’re
2:52selling to women — then you can wrap
2:54this wording in a bit of cotton wool .
2:57For example , you could say : " Hey
2:59Stefanie , before we dive into our
3:01conversation , is it okay with you if we
3:03communicate on equal terms , stay honest
3:05with each other , and , at the end of the
3:07day , have the courage to make a
3:09decision ? " You will see that Stephanie
3:12will say , yes , those are great values ,
3:14great ground rules . We’ll definitely
3:16do that . If Stephanie does come up with
3:19an objection at the end of the call ,
3:21like needing to sleep on it or talk to
3:23her husband , you can remind her that
3:24the commitment was to have the courage
3:26to make a decision today , right ? You
3:29could , for example , say : " Okay ,
3:31Stephanie , I understand you still need
3:33to talk to your husband . " " Setting aside
3:35what your husband says , if you could
3:37make the decision on your own , would
3:39you be brave enough to say : ' Yes , Timo ,
3:41let's do it ' ? " So , let's move on to
3:44technique number two : the yes-flow .
3:50Before you get to the call to action ,
3:52you ask the other person several
3:53questions that they are extremely
3:55likely to answer with a " yes . " The
4:00Americans call this : " Make it easy to
4:02say yes and hard to say no . " Here are a
4:05few examples . Mr. Meer , security for
4:07your family is at the very top of your
4:09priority list , isn't it ? And by the way
4:12, if you’re really good , you can
4:14subtly nod your head while you ask .
4:16That is what you call visual
4:17manipulation . It looks something like
4:19this . More security for your family is
4:22your top priority . Right , another
4:25question could be : you also mentioned
4:27earlier that having a personal contact
4:29person is important to you . Did I
4:31understand that correctly ? And if you
4:34are , for example , a real estate agent
4:36and you’ve prepared well for your
4:37client , for your potential buyer . Maybe
4:40you found out on social media that they
4:42have children of school age ? Okay , so
4:44you ask a question like this . Is it
4:47important to you that the nearest bus
4:49stop is only 400 meters away ? And here ,
4:52too , the other person will confirm and
4:54say : " Oh yes , that's good to know ,
4:56because my kids are still in school and
4:58always have to take the bus . "
5:00>> Well , and after you've received two to
5:02three " yeses , " you make your call to
5:04action . This strategy , the " yes flow , "
5:07is an old sales strategy . And although ,
5:11as a modern sales trainer , I don't
5:12think much of most old sales strategies
5:14, I can tell you that this one has
5:16never let me down . So let's move on to
5:20technique number 3 , the see or hear
5:22question . After you've positioned your
5:25offer , don't ask a question like : " Well
5:27, do you want to use this for yourself
5:28now ? " " Do you want to become a customer ?
5:30" " Yes , do you want to buy ? " No. Instead
5:34, ask : " What do you still need to see
5:36or hear now to be able to make a
5:38decision with a good feeling ? " And if
5:41the customer has nothing more to say ,
5:42then you know you can close the deal
5:44now . So you say , " Great , then we can
5:47take the next step . " " I'll get the
5:49confirmation ready for you . " " Thank you
5:51for the vote of confidence . " Equally
5:53elegant , a slightly different wording ,
5:55but basically the same . " What do you
5:59still need to see or hear now to be
6:01able to make a decision , or has the
6:02decision already been made that we will
6:04support you in solving problem XY ? "
6:09This means you identify the main pain
6:11point again and incorporate it into
6:13this phrasing . An example could be : "
6:18What would you still need to see or
6:19hear today to be able to make a
6:21decision , and has the decision already
6:22been made that we may support you in
6:24getting more applicants for your
6:26company ? " And by the way , if you like
6:30these wordings and think to yourself , "
6:32I need to use them for my business , "
6:34then send me a message on WhatsApp now
6:36at 01739315865 , preferably with a
6:41screenshot of this video , and I will
6:43send you this presentation with all the
6:45wordings for free . So let's move on to
6:49technique number 4 , which is offer
6:51positioning instead of a lousy call to
6:52action . Yes , if you use a classic call
6:57to action , which is the standard out
6:59there — " Do you want to buy this , do
7:01you want to use this , shall we order
7:03this , shall we start now ? " — then the
7:08other person has to make a hard
7:09decision , yes or no . And if they don't
7:13feel absolutely sure about saying yes ,
7:15but they don't want to say no either ,
7:17then they come up with some objections .
7:24Offer positioning is about giving the
7:26customer different options so they feel
7:27they are in control , because with a yes
7:29or no , they feel like they are giving
7:31up decision-making power , their true
7:33control . They are put under too much
7:38pressure , so to speak . But if they have
7:41different possibilities , they feel like
7:43they are in control . No matter what
7:46they decide , they decide in your favor .
7:48Here is a classic example . Imagine you
7:52go to the movies with your girlfriend ,
7:53or if you are a woman watching me , you
7:55go with your partner or your crush .
8:00Your partner hopefully buys the tickets
8:02, as a man should , and the clerk asks :
8:04" Would you like to enjoy some popcorn
8:06with your movie ? " Then you have to make
8:09a decision . Yes , you could say , I'm on
8:12a diet , no , I'll pass . And you might
8:14think , " Hmm , if I don't buy popcorn now
8:16, maybe they will be disappointed . " So ,
8:19yes . I want popcorn . Okay . Yes or no ?
8:25The better phrasing , which will lead to
8:27significantly more popcorn being sold ,
8:29is when the clerk says , " Would you like
8:31to enjoy a small , medium , or large
8:32portion of popcorn with your movie ? "
8:36Now the potential customer feels like
8:38they are making a decision again , but
8:40no matter how they decide , they are
8:42choosing to make a purchase . And this
8:44is where human psychology comes into
8:46play again . People are reluctant to
8:49choose the smallest option . On the
8:52other hand , German consumer behavior is
8:54very security-oriented . Germans buy in
8:58a security-oriented or
8:59security-conscious way , and accordingly
9:01, they often take the golden mean . Yes ,
9:04the best-selling product . The American ,
9:07on the other hand , tends more often to
9:10say : " Hey , I want the biggest . " Give me
9:12the biggest . Give me the best . Okay ,
9:14but we are not Americans . In Germany ,
9:16Austria , and Switzerland , you prefer to
9:18always sell the golden mean . So let's
9:20get to the wording . " Look , Tobi , two to
9:22three options fit your needs perfectly .
9:24" " I'm not quite sure which one feels
9:27best for you . " " You are the best person
9:29to decide that . " Simple , right ? The
9:31customer now wants to make a decision .
9:33They know they have the decision-making
9:35power . Okay , then you give them two to
9:37three options and wait to see what they
9:39choose . Yes , which of these feels best
9:42to you ? Many of you write to me saying
9:44that you need help . Do yourself a favor
9:46. Message me now on WhatsApp at
9:4901739315865 . My team and I will help
9:52you with whatever you need assistance
9:53with . In addition , you will find a link
9:56to my Linktree in the description of
9:57every video . There you will find free
10:00challenges and e-books that will
10:01inspire you to become a top salesperson
10:03in your industry . So , let's get back to
10:06the video . Another important tip :
10:08Always use words that are emotional . So
10:12, which of those feels best to you ?
10:15Because we humans make purchasing
10:16decisions emotionally . Okay ?
10:19Emotionally with our right hemisphere .
10:21The left hemisphere is the rational one
10:23. That means if you say , hey , which of
10:25the two options do you think suits you
10:27better ? " Do you think " – now he starts
10:30to think about it and then he is in
10:31rational mode , and not many purchase
10:33decisions are made rationally . Again ,
10:37people buy emotionally and we justify
10:39the purchase rationally afterwards . So
10:42let's get to the last technique , the
10:44soft closing sentence . Stop using any ,
10:48I don't know , technical jargon . Yes ,
10:53especially all that contract vocabulary
10:55can cost you the deal in the end . So
10:59speak to your counterpart like you
11:01would to a friend . Speak very softly ,
11:04very casually , like that . Yes , of
11:06course he trusts me . What kind of
11:08question is that ? Okay , because if you
11:12ask like that , " shall we start this ,
11:14should I finish the contract documents ,
11:16" then people notice you have a certain
11:18doubt . Okay ? Or should we then prepare
11:23the contract and send it to you ? Yes .
11:25No , speak like you would with a friend ,
11:27with the intention . Of course he trusts
11:29me . When I recommend something to him :
11:32" Okay , all right . If you say so , then
11:34let's do it that way . " Great wording
11:36you can use for this are simple things
11:38like , " shall we get started ? " Yes ,
11:41shall we tackle this ? That’s how you
11:43would talk to a buddy , you'd say : " Hey ,
11:45Benny , shall we tackle this ? " Yes , and
11:47with that confidence , very casual , very
11:49gentle , very smooth . Benny , what do you
11:52say ? Shall we get started with this ?
11:53Okay , Benny , what do you say ? Should we
11:56start it this way ? Very simple , too .
11:58This is again a sales strategy of the
12:00armies . I always say , " assume the close
12:02. " Assume the close is certain . You
12:05don't even question it anymore . Yes ,
12:07this self-assurance , this
12:08self-confidence , it's basically
12:10contagious like yawning . Alright . So ,
12:13now I have a few more phrases and a few
12:15more terms for you here . This is
12:17basically a small bonus from today's
12:19tra — from today's training . Yeah , just
12:23start by deleting a few individual
12:25words from your sales vocabulary and
12:27replacing them with much more
12:29positively charged words . Yeah , costs .
12:35With costs , I always feel like money is
12:37leaving my account and I'm getting
12:39poorer ; with investment , yeah , there I
12:41feel like money is being multiplied .
12:45Okay , then contract . A contract , that
12:48feels like someone is trying to force
12:50something on me . I can't get out of
12:52that anymore . No. Hey , we're making an
12:55agreement . Closing . Closing . That's
12:58just so very salesy . Now I've closed
13:01you . From now on , you will never hear
13:03from me again . Yeah , like that . No ,
13:06this is about a decision . sign , approve
13:10, buy now , get started , and that's it ,
13:12we're at the end of this video . Here's
13:16one more little reminder . If you would
13:19like these wordings , then send me a
13:20message on WhatsApp , and in every one
13:22of my videos , the first five of you to
13:24leave a meaningful comment will get my
13:26book on sales and communication , " The
13:27Waiter Who Earns Like a Lawyer , "
13:29delivered to your home for free .