How many times have you seen a commercial (either a TV ad, a public billboard, ad in a magazine, etc.) for Coke-a-Cola? Perhaps I should say how many times a DAY do you see one?
Now you’d think that people already know about Coke-a-Cola, but did you know that Coke still spends billions of dollars a year on advertisements? Why do you think that is?
It’s the same reason that infomercials run over and over and over again. After you’ve seen the same infomercial 50 times, you begin to consider it. After another 50 times you think you might actually use it. Another 50 and some of you decide that you’ve got to have it – I mean, heck, they’ve run this commercial at least a thousand times, there must be some value to this, right?
I remember my first sales manager used to say to us that we weren’t even in the closing arena until we had asked for the sale at least five times (and gotten a “no” five times, by the way). After that, he’d say, you’re finally closing…
How many times do you ask for the sale? Do you ask for it in a round-about, soft way and then give up if your prospect says no? Or do you even ask for it at all?
On the other hand, how much more successful would you be if you asked for the order five times and had a prepared response to each objection and, after answering it, asked for the sale again?
Now I know there is a fine line between being obnoxious and being persistent, but the more you’re able to be persuasive and persistent, the more deals you’re going to close. It’s like Coke-a-Cola. If they had run one ad and quit, we’d all be drinking Pepsi today…
So, how do you ask for the order over and over again? You have options: you can use trial closes, assumptive closes or flat out closes. Here are some scripts to get you started:
Close One: “Have I given you enough to say yes yet, or do you need to hear more?” (Soft trial close)
Close Two: “Do you have any more questions or have you decided to put us to work for you?” (Soft trial close)
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