When making a sale, you need to close when the time is right. As a business owner or salesperson, you want to present the closing in a way that increases the likelihood that the prospect will say yes. Phil M Jones is a master of effective communication. He wrote a book called The Right Thing to Say. The Magic Words for Influence and Influence,” which I have read several times. Below are four sets of powerful words that every business owner or salesperson can use to close more deals with prospects.
You have three options…
Many prospects are paralyzed by the thought of making a bad decision, so they choose not to make a decision at all. There is a simple trick to help a prospect decide by presenting his three options.
Providing three options makes you unbiased. Also, offering three options complies with the Rule of Three. The rule of three is a concept that suggests that the human brain can process and remember three items at a time more easily than a large set of information, making the options presented easier to digest.
The best way to use the powerful words “You have three options…” is to start by setting the stage to show the prospect that you understand their problem. Then, once the stage is set, run your list of three options.
Option one is the do it yourself (DIY) option. The second option is to do nothing. And the third option is the preferred option that you want your prospect to choose. You always want to leave your preferred option until the end so that you have a chance to add some value to it. Also, you want to make sure your option is the path of least resistance and end with a statement that says, “Which is easiest for you?”
For example, let’s say you’re a hiring manager. You’ve just interviewed a candidate you think would be a good fit for your team. First, you want to set the stage by saying, e.g. “I know you’re not happy with your current employment situation. You don’t like your work schedule, and your boss is a real jerk.” Summarizing the person’s situation shows that you understand their problem. Now it’s time to list those three options.
A few ways you can think about using the powerful words “You three options…” might be:
“I think so you have three options:”
- “Option 1 is that you continue to submit resumes, go to interviews, undergo background checks, and possibly receive a job offer that may be better or perhaps worse than your current situation.”
- “Option 2 is you do nothing. It is very unlikely that anything will change and you will still be unhappy with your current situation.’
- “And a third option, you can accept our generous offer to join our team that fits your work schedule.”
“What is easier for you?”
Providing three options and saving the best for last makes it much easier for a person to assess the value of choosing the option you prefer.
There are two types of people…
As a business owner and salesperson, your job is to be a decision catalyst. The problem with decision making is that the prospect has to wade through the pros and cons of multiple options. Often it becomes overwhelming and instead they choose not to make a decision for fear of possibly making the wrong decision. Even when a prospect makes a decision, they often question whether they made the right decision.
Help the prospect by providing a simple binary decision. With only two choices, the prospect is much less likely to regret their choice and the decision is much easier to make. For example, if you have a family restaurant that offers wine, instead of offering your customers a variety of wine options, simply offer a house red or white wine. Don’t make it too complicated. By presenting just two options, you allow the customer to choose, making them part of the decision-making process without overcomplicating it.
To take the concept of binary choice decision-making to the next level during a sales call, and once you have a clear option that you want the prospect to choose, business owners and salespeople can use the powerful words: “There are two types of people. …”
There are several ways to use the powerful words “two kinds of people…”;
- There are two types of peopleOne predetermines the solution and says ‘no’ unnecessarily, while the other is open-minded and willing to try something new when it makes sense.”
- There are two types of peopleone resists change out of fear, while the other accepts that change is inevitable and moves with the times.”
- There are two types of peopleOne person reads blog posts like this and does nothing, while the other person acts on the information to make positive changes in their life.
Presenting the prospect with a simple binary choice that “there are two types of people…” with one type that is less pleasant to associate with and the other type that is much more flattering is a powerful way to direct the prospect to your offer. .
If you… then…
A very simple set of powerful words taps into some of the unconscious memories you have of growing up, and it uses the “If you…then…” sandwich. Growing up, we have heard this condition declared. Some examples include:If you don’t eat your dinner then you’re not going to get dessert.” or “If you don’t study hard in school then you won’t get into a good college.”
Throughout our lives we have been conditioned to recognize if/then outcomes as true. As a result, we have created habits, or rather shortcuts in our thinking process, to accept those “then” statements as true.
A few ways you can think about using the powerful words of the “If you… then…” sandwich might be:
- If you try our solution then I am sure you will not be disappointed.
- If you buy your store inventory from us then I am sure your customers will be more than satisfied with our quality.
- If you hire me for this job then I’m sure you’ll thank me later.
- If you try our inventory management software, then I am sure you will see results almost immediately.
Business owners and salespeople need to master the “If you…then…” sandwich because it affects the psychological part of your prospect’s brain.
What happens next…
As a business owner or salesperson, your number one job is to build a relationship with the prospect and educate them about your value proposition. But once you’ve laid out all the reasons why a prospect needs your offer, you need to move that prospect to commit to your solution. Too many salespeople fail to take control. So instead of asking for the sale, they hope the prospect sees the value and will ask for the sale. The problem is that prospects are generally biased toward inaction.
As Matthew Dixon and Brent Adamson suggest in their book The Challenger Sale, the best salespeople know how to use the three Ts (Teach, Tailor, and Take Control). So in order to close the deal, you need to take control of the situation to get them done.
A great way to follow through with your pitch is to use the powerful words “What happens next…” and then fill in what they need to do to close the sale or continue the process. Prospects like to be led, so don’t ask them, tell them what to do next.
After framing your next step, finish with a question that assumes they agree so you can bring the sales process to a close.
A few ways you can think about using the powerful words “What happens next…” might be:
- What happens next? that we are going to fill the admission form. Are you ready or need a break?
- What happens next? that we are going to set up your account. What day works best for you?
- What happens next? that we should have a meeting with my designer. Are you free next Monday?
The powerful words “What happens next…” to lead from your pitch to the close, followed by the next step and another question, puts you in control of the sales process and suggests that the prospect is ready to move forward.
How do you plan to use these powerful words to close more deals?