By Harry J. Friedman Founder/CEO, The Friedman Group

Why does closing the sale evoke such emotion in the hearts and minds of salespeople? Why is it that more books have been written about this one step in the selling process than all the other steps combined? Well, as we all know, closing the sale is everything; nothing happens until someone sells something. But, while closing is the most important step in the selling process, it is also the least important.

The purpose of your sales presentation is to get the customer to say "I'll take it," long before you have to ask if they'll buy it. However, when the customer doesn't say they'll take it on their own, it is up to you to ask the for the sale. In the United States today, out of 100 sales presentations made by retail salespeople, the following statistics continue to hold true:

" 20% of the time customers say, "I'll take it" on their own. " 20% of the time the salesperson asks for the sale. " 60% of the time no attempt is made to close the sale.

From these statistics, it is logical to conclude that the best closing technique is to simply ask for the sale. It is at this point-when you have to ask your customers to buy-that closing becomes the most important step in the selling process.

With all the closing techniques that have been devised, there is no guaranteed formula for closing a sale. This is evidenced by the hundreds of closing techniques used every day worldwide. Some techniques have been around for 50 years or more. Some work better than others. Some are easier to remember than others. Regardless, they all strive to attain the same end result: getting the customer to say "yes." Here are a few tried and true professional approaches that can work well for you in most selling situations.

The Either/Or Close

Either/or questions discourage the customer from saying no to your request for the sale. Instead of saying, "Would you like to buy it" (to which any customer can readily answer yes or no), ask the customers if they would like to buy X or if they would like to buy Y. Or would they like to pay with X or pay with Y?

By giving your customer several ways in which to tell you they want the merchandise, you enhance your opportunity to get a yes answer and close the sale. All it takes are simple questions like, "Would you like to pay with cash or charge?" or "Would you like to pay by check or cash?" This is especially appropriate for those customers who are ready to buy, but just need to be prompted.

Customer: I think I like this keyboard better than the other one.

Salesperson: I agree with you. It will sound great with your studio equipment. By the way, would you like to take it with you today or should we have it sent over next week after you've completed remodeling your studio?

Customer: I'll take it with me. I still play at night after the workmen have left.

By agreeing to take it, the customer is saying yes to the closing question. He may have also said yes if asked, "Would you like to take the keyboard," but he would have had a bigger opportunity to say no.

The Reflexive Close

This is a straightforward method that works. It is called the Reflexive Close because it turns the question back to the customer. Suppose you're working with a couple who love a particular piano. You have successfully demonstrated the value of this piano, and now you feel that they are waiting to be asked to buy.

If one of them asks, "Can you have the piano delivered by Wednesday?" most salespeople will simply say, "Yes." Even if you know it can be delivered by Wednesday, don't say it. Instead, immediately respond with a closing question such as, "Would you like delivery on Wednesday?" or "What time could we deliver on Wednesday?"

If they say "yes," or any other positive response, you've made the sale. Here are some other examples of how you can use the reflexive closing technique to close the sale and add on as well:

Customer: Could I get a carrying case for it?

Salesperson: Would you like a carrying case for it?

Customer: Yes, I really would.

Salesperson: Okay, great. How about a durable, yet lightweight case that will protect your instrument yet make it easy to carry?

You should always capitalize on your opportunities to add on. Your customers have already demonstrated that they like your store and trust your judgment by agreeing to buy the original item. Why not capitalize on the opportunity to sell them more?

The Ask-For-It Close

This technique usually requires more courage than some of the other closing techniques, and as a result, is often avoided by many salespeople. Yet, the Ask-For-It Close can often provide the most effective means of pushing an indecisive customer over the fence.

When customers can't decide on a purchase, sometimes you've got to relax, smile, laugh a bit and ask them to buy. Start with a bold question that asks the customer, "So, would you like to buy it?" Do this with a bit of humor. Most customers will appreciate your candor and enjoyment of the situation. Here is some supporting language:

Customer: I'm sorry to take up so much of your time, but I can't make up my mind.

Salesperson: No problem; I'll make it up for you. Shall I gift wrap it?

Customer: I like this so much, but I know I don't really need it and my wife will die when she sees the price.

Salesperson: Look, I know you want it. Why don't you put yourself out of your misery and buy it? I think you owe it to yourself.

Remember, have some fun with this one. Your enthusiasm and enjoyment on the sales floor will be readily apparent to your customers and will most likely be transmitted to everyone in the store.

There are hundreds of different closing techniques. Some techniques can be applied to virtually any selling situation, while others lend themselves to specific circumstances. It is important that you start with and become proficient with the basic ones. They may not be fancy, but the bottom line is that they work!