Closing the sale. It doesn’t matter where you sit on the business ladder, “the close” is something you’ll have to grapple with sooner, or later. Whether you handle the closes yourself, or you have a team to manage them for you, it’s important to keep your techniques fresh and your skill set sharp. Here’as a strategy that can be applied to most (if not all) products and services, that can be used to cinch the deal, over the phone, in person or even by email.
I’ll start with the basic premise, and then move up to the advanced stuff in the next instalment (Part #2).
The Basic Trident Close
When you’re closing the sale, whenever the options are merely “yes” or “no” the answer will often be “no”. This is not, as it is often falsely determined, due to the package costing too much money. In reality, the problem lies in the packages not being enough money!
People equate value of services and products to their numerical value. If a price is too low, they will not value the service highly enough to purchase it. If the price is too high, you’re limiting your potential client base on affordability.
The Trident Close is all about options, which extends the possibility of a no, to a yes. Rather than offering the client a two option answer (i.e. a “yes” or a “no”) you add more levels to your service, and upping the possibility of a yes.
As with pretty much everything else, three is the magic number. Any less doesn’t offer enough, any more offers too much.
Package A – The Foundation Level. A basic service at the lowest price point.
Package B – The Middle Level. The intermediate service at a price point between the lowest and the highest.
Package C – The Premium Level. The highest level of service with the highest price point.
As long as the services you offer are indeed congruent with the prices (and you can deliver on your promises), this should be the model you adopt with all of your products and services.
By implementing this model, you increase your chances of a yes by three. Rather than chosing between having the service and not, the client will instead simply be considering which level of service they should opt for. You’ll get different people opting for different levels (the middle-ground is always popular!) all the time, but the important thing is, they don’t say “no”.
It really is that simple. However there is another layer. A layer which makes it even more powerful, and something we will be exploring in a few days time.
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