The Conversion Code, 2nd Edition

Chapter 32How to Close

You never want to get to the end of a great call and then trip at the finish line. Don't get cute with your close. I've simplified it all the way down to two steps.

STEP ONE: THE TRIAL CLOSE

To start closing, you are going to use what is known as the trial close. This isn't a “yes or no: are you moving forward?” question, but it is one that gets the lead to connect the dots that things are proceeding.

Here is an example of the first step, the trial close, in action. 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.

For example, 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 homes during the day or after work?” or “I need to come over to verify the condition of your property, is tomorrow at 2 pm or 4 pm better?”

At Curaytor I say, “Is Tuesday or Thursday better 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 (1) answer your question, confirming that they are ready to be closed immediately using the next step (the slot ...