Imagine you were observing a criminal court case and listening to the district attorney question a witness. "Where were you on the night of the 1st?" "What time did you arrive and what time did you leave?" "Did you see the accused there?" What the DA is doing when asking these simple, pointed questions is called "trial closing." Get it? The DA is getting the witness to commit to facts that, step-by-step and fact-by-fact, build a case against the accused.
So what does this have to do with selling tools and equipment?
When presenting any product, it is extremely important to get the prospect's buy-in on at least each of the main benefits, and especially the top features, that you think are important to this particular prospect. Phrase questions with a trial-close. For example, "I think this (product feature/benefit) will really stand up to your needs, don't you?" The phrase "don't you" is a trial-close. There are many ways to trial-close, such as bringing the trial-close home to the prospect by using terms such as "yours," "you'll," and "you." By staying quiet until your prospect answers this question, you will get either their agreement that this is a good feature/benefit, or you will get their question/objection. Answer any questions or objections then and there before moving on to additional features.
About the Author
Alan SipeAlan Sipe
President, Toolbox Sales and Consulting
Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.