Heighten your closing skills

Upgrading your "assumed consent" technique is vital in today's selling environment

By -- Industrial Distribution, 5/1/2000

If you've been through any type of sales training program, part of the curriculum is to learn the closing skills of "assumed consent." Our gurus tell us not to embarrassingly ask the buyer, "Well, can I book the order for you?"

Why? Because one of the two possible responses is "no" and with it we lose the sale. We're supposed to offer closing language like, "Do you prefer the ten horse or fifteen horsepower equipment?" Or, "Shall we deliver the hoses with or without the inventory wall racks?" The experts propose that any choice a customer makes in these two examples is positive and your sale is made.

Frankly, any closing methodology that borders on a rote response has always bothered me. If we're to partner with clients, shouldn't our techniques be solidly grounded in customer focus and not in, "would you prefer black or red safety eyewear?"

I'm not suggesting you cease incorporating assumed consent closing statements in your selling style. Rather, I propose using the concept with an upgraded, more customer-focused technique. All proposals to customers should be accompanied by a documented "critical path," which is a series of dates, activities and responsibilities-some of which have already taken place, but the majority we assume are yet to be done.

In the example on this page, April 5 is in fact the day our customer views our proposal and the critical path. All activities prior to that date have happened. You'll note that all the listings after April 5 we assume are going to happen.

Our objective is to make it easy to buy. We want to demonstrate not only that we have a well-conceived and thought-out package, but that it is necessary for the buyer to say "yes" to put the program in place.

Today's best salespeople understand there are a number of people, including the customer, who must ensure the proposal does as we suggest it will. You'll note in the example the initials of a host of different people involved-including those of the client accepting their accountability and responsibility. The critical path is assumed consent at a higher, more professional level.

There's still another benefit. When and if customers call to complain about some failure in the program package or products we sold and delivered, the critical path provides the basis from which to determine where the system broke down.

What is vital in selling today is assumed consent in the form of a critical path, which is a component part of your proposal. At the time of sale, this listing of dates, activities and responsibilities communicates that you have given considerable thought to ensuring the buyer's needs are met. You make the buying decision less traumatic and transfer the emphasis from price to process.

Don Beveridge is president of Don Beveridge Jr. & Associates. He can be reached at (561) 793-4330.