The Conversion Code

Chapter 15

The Two-Step Close

You never want to get to the end of a well-thought-out call and then blow it at the finish line. This is payday. That is why I also make sure I use a proven script when I close.

To start closing, you are going to use what is known as the trial close. This is a question that isn't as scary as “credit or debit” or “yes or no,” but it does force the lead to visualize that things are proceeding without you having to hard close them. Here is an example of the first step, the trial close, in action.

Step 1: The Trial Close

Remember, we started our close with, “Great! So, here's what happens next … Our company's going to do A, B, and C for you, which accomplishes your goals of X, Y, and Z. The price is X and the terms are Y. Again, we are going to do A, B, and C and the price is X.” Now you are going to trial close by asking something like “Did you want to use your work or personal email address for our records?” When I sold loans, I would say, “Is a weekday or the weekend better for the appraiser to come out?” A real estate agent might say, “Are you going to want to look at houses during the day or early evenings?” At Curaytor I say, “What day of the week would be best for your first coaching call?”

With each of these examples, my goal is to get the lead to visualize that they are moving forward without having to directly ask them for their business. By doing this, they will typically either (a) answer your question, confirming that they are prime ...