How To Sell In The New Economy by Eric Lofholm

Author:Eric Lofholm [Lofholm, Eric]
Language: eng
Format: mobi
Publisher: Anderson-Noble Publishing
Published: 2010-02-28T14:00:00+00:00

Closing Techniques

Selling is a thinking man's game.

One technique is called contrasts.

At Carl's Junior, the fast food restaurant, they have a burger, and it is called the $6 Burger. But they do not sell it for $6. I think they sell it for about $4. What they are doing is, they are saying “If you go to a hotel, and you order a hamburger, you are going to pay about six bucks. We'll give you the same hamburger at Carl's Junior for four dollars.” It has been very popular. It is been around for several years (when they started offering the burger the competition was selling theirs for $6, now it is more like $10). That is using the technique of contrasts.

I was going through a real estate magazine yesterday, and in the magazine it said, one million dollar home for $775,000. Well, that does not really make sense. If it is a million-dollar home it would be a million dollars. But what they are saying is that the value of the home is a million, but you can pick it up for 775. That is different than saying the home is $775,000. It is using contrasts. Think about how you can use contrasts in your selling. When you go to the close section of your presentation, look for how you can use contrasts in that section of the presentation. And once you get it down, write it down. If you do not write it down, over time you might forget it. Then this really great killer technique in your close, it is just slipped out because you forgot about it.

The next technique is a preframing technique. Preframing simply means to let somebody know in advance what is going to happen. A financial planner might say, “For me to best help you, I need you to have your taxes from the last two years ready for our appointment. Can you have that ready?” And that would be done during the appointment setting part of the presentation. That is a preframe. When I used to work for Tony Robbins, I was selling seminar tickets. I would be in a city like Atlanta, Georgia. I would go into a real estate office, and I would deliver a free training presentation. At the end of the training there was a call to action for the Tony Robbins tickets. Well, here is what would typically happen. If I did not preframe how the meeting was going to happen, I would get to the end of the presentation and say, “Tickets are $299. Fill out the form.”

Then they might turn around and look at the real estate broker and say, “Hey is the company going to pay for it?”

Then if I did not preframe it, the broker would say, “Well I do not know. I have not thought about it.”

Then the person would say, “Well Eric, when we find out what the company is going to do, then we will let you know what we are going to do.

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