We’ve already learned that to be the best of the best in new home sales we have to ask because 60% of my competition isn’t doing it. We have also learned that we must not allow negative thoughts to control our actions and we must practice having an Attitude of Gratitude. And now we know that we must be prepared to ask for the sale, minimizing the possible rejections and objections that we will encounter. Now you’re probably wondering, “How do I do this?” It’s easy to write about it and easier to read the theories behind it, but how do we apply this today? Stock! We must put into action the material we are internalizing.

There are multiple styles of closing techniques that have been discussed over the years. As I mentioned earlier, generic sales manuals have taught many salespeople techniques to improve their sales skills. I would venture to say on my own that while these have been shown to be effective, closure techniques used 20 or 30 years ago may not be as effective. As time goes by, consumers become more informed about the products they buy. They are also aware of the techniques taught by sales trainers. If you sat down with an educated business professional and tried Ben Franklin’s closing (list the positives of the purchase on one side of the paper and list the negatives on the other while the positive column is longer than the negative), the consumer may be offended. Therefore, you just lost the sale.

However, there are some techniques that, when used at the right time, work. Figuring out the timing will take practice, but it usually comes naturally when we’ve earned the right to ask by building rapport and trust.

o The power of the three closings: cost, quality and time combined are the trilogy of classic business measurement. As salespeople, we use the power of three to summarize why a prospect should buy. Incentives, Products, and Benefits are three examples you can use. For example: “If you buy today, we may be able to pay for closing costs, prepaid expenses, and title insurance policy.” Or: “The house you just saw is better looking, better built, and better equipped than any you’ve ever seen. Right?” By using the “Power of Three,” you create an uncannily compelling reason to buy.
o The Alternate Closure – This is also known as the “either/or” closure. This closing technique works when we’ve already assumed the buyer is going to buy, it’s just a matter of which one. For example: “Would you prefer the house with the red brick or the beige stucco?” At this point, it is very rare for a customer to answer “none”. Usually, the prospect is deciding between what he considers to be the two best options for him.
o The Assumptive Closing: This technique is similar to the alternative closing because, again, we assume that the buyer has already made the decision to buy. This is accomplished by taking the prospect to the next level by asking, “When would you like to move?” or “What will your friends and family say when you tell them about your new home?”
o The Multiple Closing Yes (Closing Minor Points) – This type of closing technique can and should be used throughout the sales process. By getting the customer to accept minor points during the sale, it’s easier to get to the big “yes.” For example: “You mentioned that gas appliances were important to you. Are these the types of appliances you had in mind?” “When you mentioned solid surface countertops, is this what you were looking for?” “Isn’t Radiant Barrier Roof Decking a great energy saving feature? It would pay for itself over time by lowering your energy bills, wouldn’t you agree?”
o The Hassle Free Closing – This closing technique again works with the main assumption that you start to fill out the paperwork. When you fill out all the forms for them, you take away a level of stress that can cause them to take it home so they can “think about it.” It would be a good idea to include the loan application package as well. Many times, he used this asking them to clarify the spelling of his name and address when he started entering his information into the computer.
o The Summary Closure – This is the simplest and most powerful closing you will ever use. After spending time with the prospect, asking questions, and demonstrating the features and benefits of the home to meet their needs, all it takes is to summarize the key points of interest to them in one package. For example: “So, in addition to the floor plan you love, you’ll get a nice covered patio, a fireplace for your enjoyment, and a large yard for the kids to play with the dog. How about that?” This works by repeating what the prospect has already agreed to. It just sounds better in a package. Combined with the “Multiple Yes” closure, this is extremely powerful.

As stated above, it is imperative to remember that closing the lead with the wrong intent can and will lead to lost revenue by missing the sale. Closing techniques to avoid are:

o The Compliment Closing: The potential client usually acknowledges congratulating people to win their favor. You will lose sincerity and respect.
o Closing by distraction: when we try to close the sale of a prospect because we caught him at a weak moment, it can lead to an eventual cancellation. It’s a waste of everyone’s time and it’s just plain dishonest.
o Doubt/Reverse Closing – This principle is discussed when you show doubts about the product to get the buyer to disagree. It is absolutely ridiculous for a professional seller to show doubts about his product.
o The Shame/Shame Close – Making the prospect feel embarrassed or embarrassed only causes negative feelings that will come back to them after they have left your office. Just thinking about you will re-ignite these emotions and cause them to avoid you in the future.
o Closing deafness: When the homebuyer offers an objection and you choose to ignore it, the buyer feels you don’t care. If he doesn’t know an answer, just say that he doesn’t know but will find out and give you the answer.
o Rushing Closing: Similar to the “distraction closing,” rushing and not addressing the buyer’s needs or concerns will lead to eventual cancellation. Our time is too precious to be wasted writing “bad paper.”
o The Puppy Dog Close: Acting cute to evoke a positive response is quickly detected as unprofessional. Often times, this can backfire as one partner can perceive that you are flirting with the other.

When we believe in the product we are selling as well as knowing that we are providing a need to the consumer, we never have to resort to manipulation or dishonesty to convince the prospect to buy. This relates to whether your spiritual life is correct or not. When we choose to live a life of responsibility before God, our Spirit within us will not allow us to continue to behave dishonestly. It is much easier to earn money by being honest with ourselves, our employers, and our family than it is to live a life of deceit. Remember to sell with integrity!