Closing sales effectively is critical for success. Two powerful closing techniques are the assumptive close and the alternative choice close. This article will explain these techniques, provide examples, and demonstrate how to tie feature and benefit statements to these closing methods based on customer pain points. Additionally, it will cover how each of the four sales skills positively impacts the three key sales performance indicators (KPIs).
Understanding Assumptive and Alternative Choice Closing
Assumptive Closing
Assumptive closing involves using language that implies the customer has already decided to purchase. This technique leverages the momentum of the sales conversation and the customer's existing interest to smoothly transition to closing the sale.
Example: "Great, we’ve agreed on the solution. Let me start the service now; it will only take an hour."
Alternative Choice Closing
Alternative choice closing offers the customer two or more options, both of which lead to a purchase. This method helps guide the customer toward a decision without feeling pressured, as it frames the choices positively.
Example: "We can install the highefficiency water heater tomorrow at 10 AM or Thursday at 2 PM. Which works best for you?"
Creating Assumptive and Alternative Choice Closing Examples
Assumptive Closing Examples
Service: HVAC Maintenance
Feature: Regular system checkups
Benefit: Ensures optimal performance and longevity of your system.
Assumptive Close: "I’ll go ahead and schedule your next maintenance visit for six months from now."
Service: Electrical Panel Upgrade
Feature: Modern, uptocode panel
Benefit: Enhances safety and supports new appliances.
Assumptive Close: "Let’s upgrade your panel this Friday. It’ll improve your home’s safety and efficiency."
Alternative Choice Closing Examples
Service: Water Heater Replacement
Feature: Highefficiency water heater
Benefit: Reduces energy bills and provides consistent hot water.
Alternative Choice Close: "Would you prefer to install the new water heater on Monday morning or Wednesday afternoon?"
Service: Lawn Care
Feature: Comprehensive lawn maintenance plan
Benefit: Keeps your lawn healthy and saves you time.
Alternative Choice Close: "Shall we start your lawn care service this weekend or early next week?"
Tying Features and Benefits to the Assumptive Close Based on Customer Pain Points
To effectively use these closing techniques, it’s crucial to tie them to the customer’s specific pain points. Here’s how to integrate feature and benefit statements into your closing strategy:
Identify Pain Points: Engage with the customer to understand their issues and needs.
Present Features and Benefits: Clearly articulate how your service features address their pain points and provide benefits.
Use Assumptive or Alternative Choice Closing: Based on the conversation, employ the appropriate closing technique to guide the customer to a decision.
Example Scenario: HVAC Filter Replacement for an Elderly Customer
Pain Point: Concern about indoor air quality and affordability.
Feature: Regular filter replacements.
Benefit: Ensures clean air and maintains HVAC efficiency.
Assumptive Close: "Let’s replace your filter today to ensure your air remains clean and safe."
Alternative Choice Close: "We can replace your filter this afternoon or tomorrow morning. Which suits you best?"
Impact of Sales Skills on Sales KPIs
Each sales skill—rapport building, needs discovery, feature and benefit presentation, and objection handling—directly impacts key sales performance indicators: conversion rate, average transaction value, and customer retention.
Sales Skills and KPIs
Rapport Building
Impact on KPIs: Increases customer trust, leading to higher conversion rates and improved customer retention.
Needs Discovery
Impact on KPIs: Identifies precise customer needs, enhancing the relevance of your solution, which boosts conversion rates and average transaction values.
Feature and Benefit Presentation
Impact on KPIs: Clearly shows the value of your services, raising the average transaction value and supporting higher conversion rates.
Objection Handling
Impact on KPIs: Resolves customer concerns, which improves conversion rates and contributes to longterm customer retention.
Conclusion
Mastering assumptive and alternative choice closing techniques can significantly enhance your sales effectiveness. By integrating these methods with a deep understanding of customer pain points and leveraging key sales skills, you can improve conversion rates, increase average transaction values, and foster customer loyalty. Implement these strategies to see a marked improvement in your sales performance and customer satisfaction.