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Thursday, May 3,2012

The Today-Only Close

By Brian Tracy  

If the prospect insists and says, “Well, I still really think I should go and check, because I want to be sure that I’m getting the best deal,” you can use a variation of the walkaway close called the today-only close. You say, “Mrs. Prospect, I’ll tell you what. This is the end of our fiscal period, and if you will just take it today, I will be able to give you a special, extra discount on this item.” There is a rule in selling: no urgency, no sale.

To get the prospect to buy immediately, you often have to give her a reason, an incentive, for going ahead now. You can say that this is your last item or that you are going to have a price increase starting tomorrow, or that this is the last day of a sales contest, and if she buys it today, you will get a special bonus. This is why you can give her an additional incentive for buying now. This type of close carries one caveat: an added incentive, or a “kicker,” is only an inducement to buy if you present it at the very end of the sales conversation. If you offer a special bonus of any kind before that, it will have little or no impact on the prospect’s buying decision. He will include your incentive as part of the offering, and you will have to offer even more to get the sale. Save it until the last moment.


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