NEVER Ask This Question While Closing the Sale

Written by Sean McPheat | Linkedin thumb

question markYou can find a ton of material on terms, phrases and magic words to use while attempting to close a sale.  Some closing statements and remarks may be very helpful and some may make no difference.  However, one question is extremely damaging and will often kill the sale.

“What do you think?”

While this question may seem harmless and necessary, it is the opposite.  The problem is that this question directs the prospect’s mind toward the more “logical” spectrum of the decision making process.

While there will always be a debate on the amount of logic vs. the amount of emotion you should use in a sales interaction, there is no question you need to use some of both.  However, the emotional part secures a positive buying decision.  People make decisions based mostly on emotion—then use logic to justify the decision.

During the close, you want the prospect to be “feeling” the emotions:

  1. The problems they suffer without the product or service
  2. The pain they can alleviate
  3. The money they will enjoy as a benefit of your solution
  4. The peace of mind your service provides
  5. Etc.

During the close, you do not want the prospect to be “thinking” the logic:

  1. Is this the right time?
  2. What will my spouse say?
  3. What will my boss think?
  4. Is this the best price?

Avoid the “What do you think?” question.  Instead try, “How do you feel?”

The prospect needs the emotion to make a positive buying decision.  The customer then needs the logic to back up and justify that decision.  When you use too much logic in a sales interaction and not enough emotion, you get prospects that love everything about you and your product or service, yet end up buying from someone else.  During the sales close, you want the prospect to focus more on the emotion.

Alternatively, when you use too much emotion and not enough logic in a sales interaction, you get buyers who make quick decisions and then cancel the sale.

In addition to having a mixture of emotion and logic in your sales interaction, you also need to apply each at the right time.  While the prospect is making the decision to buy or not to buy, you want mostly emotion.  Immediately after the positive decision, then inundate the prospect with the logic they need to keep the sale sold.

Happy Selling!


Sean McPheat

MTD Sales Training | Sales Blog | Image courtesy of Dollarphotoclub

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Originally published: 8 May, 2017