Lesson 1, Topic 1
In Progress

4.7 Close 5 – 8

ryanrori January 7, 2021

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1-2-3 Close

Summarize in sets of three items. We will give you this, that and the other.

This may be features of the product, benefits or add-on sweetener items.

There are two ways to do this: they may either be closely related (to reinforce a single point) or may be quite separate (to gain greater coverage).

Most customers want products that are free, perfect and available now. This is the classic business measurement trilogy of cost, quality and time.

Examples:

This product is cheaper, faster and more reliable than the competition.

The houses here are better-looking, better-built and better-equipped than those on the other development.

If you buy today, we will give you insurance, tax and a full tank of fuel.

How it works

The 1-2-3 Close works through the principle of triples, a curious pattern where three things given together act as a coherent set of three hammer-blows that give a compelling message.

Bracket Close

Make the other person three offers.

First offer them something sumptuous and expensive that is beyond their budget. Not so far beyond them that they would not consider it. Ideally, it is something they would look at wistfully but just couldn’t justify (if they do, it is your lucky day!).

Secondly, offer them a solid good deal that is within their price bracket. It may not have all that they wanted, but it is clearly good value for them.

Finally, offer a severely cut-down deal in which very little of what they want is included.

They should, of course, go for the middle option.

Examples:

Well I can do you a full kitchen system with Neff units, brass tops and hand-cut ebony edging. It’s a bit pricey but is amazing quality.

A really good option is with Bosch units, hardwood tops and matching edging. This is remarkably good value.

If you are on a very tight budget, we do have some basic units, a nice laminate finish and matching surrounds.

How it works

The Bracket Close works by contrasting the preferred option both upwards and downwards.

Rejecting the higher option lets the other person feel good about not spending too much. By comparison, the option they choose seems quite prudent and they may even feel they have saved some money.

Rejecting the lower option lets them feel they are not a cheapskate and can afford something of value.

Ultimatum Close

Show that if they do not agree to the deal now, then there will be significant negative consequences.

The most common structure for this is ‘If…then…’

You may be the person who implements those consequences. You may also be the friend who warns them of the consequences that they may not have realized.

Examples:

If you don’t sign now, I’ll have to talk to your manager.

Don’t forget: this is the last day of the sale.

If you sign today, you will sustain your no-claims bonus. If you leave it until tomorrow, you’ll have to start all over again.

How it works

This can be a very negative method, in that it is based on threats and fear, although the threat may be cloaked in a veil of friendship.

The ultimatum, when it comes from somewhere else, may indeed be real, in that you and they have no control over whether it happens or not.

It would seem that this kind of close is not a good idea, yet it is surprisingly common, especially in one-off selling.