The 7 Most Important Words in Closing
The Seven Most Important Words in Closing
By David Lewis
Whether you are a Salesperson or Sales Manager, your main goal is to close sales. Everything we do up to that point is all just set-up and preparation, yet so many of us fail when it comes to this final step. In actuality, we fail approximately 75% of time. You may ask how I came up with that percentage. Well, the industry average closing ratio is 25%. This means if 25% percent of our Customers buy, and 75% do not, then we failed 75% of the time.
Closing is asking for the sale and can only be done once you have earned the right to do so. Why would you ever want to ask for the sale if all the value of your product has not been presented? Ironically, in our industry we teach some closing techniques that just do not make sense.
I cannot tell you how many times I have asked a class of automobile sales professionals what they say immediately after they have presented their Customer’s with the figures to buy the car and every time most will state that they say nothing. Saying nothing is not asking for the sale. It is opening the door to get responses that you do not want to hear. Responses such as, “Is that your best price,” “How much are you giving me for my trade” and the worst one of all, “Well let us go home and think about it.”
All three of those are comments you do not want to hear.
Some will even try to trick or confuse the Customer by stating, “And how would you like this to be titled?” That is not a closing question; that is an indirect form of pressure. Even worse, most people realize the intent of the question and become very turned off and defensive.
Once you have presented the numbers, there is only one thing you want the Customer to say, and that is YES! Yes, we would like to buy the car.
So why not just come out and ask for the sale. Ask the Customer to buy the car. If you are the Salesperson and have professionally earned the right to do so, no one will be mad or insulted. If you are the Sales Manager and are coming in for the close and the Salesperson has made the proper presentation, most expect to be asked for the sale. So, why not just do it.
The seven most important words in closing are: “Would You Like to Buy the Car?”
It is a simple, non-pressure, direct question and one that is expected. The time has been invested making the presentation, effort set forth to prepare the figures, and now the time is right to simply ask the Customer, “Would you like to buy the car?”
That is it, seven easy words.
Do you know what is so exciting about these words? Some people will actually say YES.
Those of you who know me personally, have been to one of my classes, or are a regular viewer of my weekly Sales Meetings, know I do not make many promises. But in this case, I promise you, if you ask everyone from today forward after presenting numbers, “would you like to buy the car,” some will come right out and state YES.
And for those who do not, most will now respond with a reason as to why they are not ready to buy today and after successfully overcoming their objections, guess what your final statement will again be?
Would you like to buy the car?
We all know there is one thing we all forget to do some times, and that is ask for the sale. But if you develop the habit today of simply asking people, “would you like to buy the car,” and build it into your sales routine. You will never forget to do it.
Oh…. by the way, would you like to buy the car today is 8 words. So never state today, because today is one of those pressure words you want to try and stay away from.
Give it a try; I know you will like the results.
David Lewis is the President of David Lewis & Associates, Inc. a National Training and Consulting Company that specializes in the Retail Automotive Industry. He is also the author of 3 industry related books, “The Secrets of Inspirational Selling,” “The LEADERSHIP Factor,” “Understanding Your Customer” and "Common Mistakes Salespeople Make."
Comment
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Comment by Mike Kaul on January 14, 2015 at 10:18am
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Brian...Your points are well taken, and thanks for your reply.
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Comment by steven chessin on January 13, 2015 at 3:25pm
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Brian was mentioning the question "Do you love me" .. I would take that a step further to the important formal "Will you marry me?" When a cop says "You are under arrest" it is formal. When Donald Trump says, "You're fired". In each case the EXACT SPECIFIC FORMAL WORDS are called for.
It might not seem that training is needed to cover this one question - but - touching all the bases is. I once had to sit through a session on how to shake a customer's hand ! The difference between shaking a man's or a woman's hand. How hard to squeeze - how many shakes - how long ? The different handshake for saying good-bye after they buy with TWO hands !! And customers respect it when salesmen have the right attire, demeanor, say the precise official words. "Do you like the car" is not “Would You Like to Buy the Car?”
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Comment by Brian Bennington on January 13, 2015 at 3:19pm -
Dealer Elite sure is a great way to interact with car people from all over the country! To answer Mike Kaul's question if I've ever sold cars for a living, I have. And Mike, please know that before I respond to any posts or comments here, I first read the author's or commenter's DE bio, and then review their business website if they have one. That's how I learned you own DealerConceptz, a training company for management and reps, which is similar to what David Lewis does. A noble profession if there is one.
As to your comment about training on a daily basis, experience has taught me that sales people are inclined to react negatively to that level of intensity. But, it's your "bag" and you know what you believe in. I will say that I'm a big endorser of outside (vendor) training, as a fresh face (let's say DealerConceptz or David Lewis & Associates) can often achieve a level of rep interest and attention the internal management just can't muster. However, if you get a chance to read any of Marsh Buice, an DE member and GSM at a dealership in St Charles, LA, he's appears to be an exception to that.
Good luck and good selling to you!
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The one thing I believe we can all agree on...training should always be in the dealership on a daily bases. In reading the blog from Mr. Lewis and the response from Mr. Bennington I am wondering if either one has ever sold cars for a living. Before you all lose it let me add...In principle they are correct; you must ask for the sales.
Good luck and good selling Gentleman.
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Comment by Brian Bennington on January 12, 2015 at 11:45pm
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A very thought provoking post Mr. Lewis. Your seven word close is loaded with dynamite, as the secret to asking it lies in the ability to know the answer before it is asked. Like dynamite, if you don't handle it with care, knowledge and understanding, it can blow the deal "right out of the water." But I know what your getting at and asking it at the culmination of the presentation is surely better than not asking it. After all, "not asking for the order" is the #1 age-old reason why sales aren't made.
It's the same thing I'd advise any sales rep to do if I only had about three minutes to teach them how to sell, or in this case, about a page of basic selling instructions. You've got to admit the post is a tad light on the importance of the subtleties (comfortable qualification, personalized feature/benefit presentation guided by that qualification, pre-"big question" affirmations–simplistically defined as "trial closes," positive body language, etc.) that can dramatically improve the odds of getting that coveted "Yes" and knowing you'll get it before you ask.
As to knowing the answer prior to asking the question, it's like being in a relationship and being able to anticipate when you can get a "yes" to the "Do you love me" question. If every thing is going as you've planned and you've eliminated or overcome the doubts of your mate, you know what the answer will be before you ever ask the question. Or, should the roles be reversed, you'll know the "Do you love me" question is coming before it is asked. A well-planned sales strategy has the same kind of "gentle but gradually increasing control" as a courtship and it doesn't happen by accident.
Forgive me if I've tried to read too much into this, as I'm sure David Lewis and Associates delivers considerably more extensive sale training than is covered in this post. And, by they way you've presented this, and your outstanding credentials, I'd say you're probably a step or three above most sales training organizations. But, try as I have to recall the many selling situations I've been in (a result of your "thought provoking post"), the number of times I actually used the "seven word close" just doesn't register that much. I'm sure I've used it, but because I knew the answer a head of time, it's never made that big of an impact. Thanks for giving me a most enjoyable break from the project I'm working on and the opportunity to comment here on something as important as this.
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Great article. We seem to make this business tougher than it is.
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I worked with a GM who said the same thing to every customer.
Did you drive the car.
Do you like the car.
Do you want to buy the car.
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David, what a great way of asking for the business without applied pressure .
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Comment by Cody Pitchford on January 12, 2015 at 7:51pm
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Great read Mr. Lewis!
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Comment by Chris Saraceno on January 12, 2015 at 7:26pm
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David Thank you for Sharing
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