Top Online Closing Techniques to Drive More Sales
We have prepared a report with “101 Closing Techniques to Help Buyers Say YES!” But frankly, not all of them will work in an online environment.
But if your business is like mine, most of it is online … not all.
So we must be good at all closing techniques.
And if you are like me, you will feel much more comfortable with some techniques than others.
But before we get to that, why do you need closing techniques when making sales?
A word: Objections.
Brian Tracy, possibly the best sales trainer in the world, says:
“The fact is, objections are good. Objections indicate interest. Successful sales have twice as many objections as unsuccessful sales.”
Unfortunately, objections feel like a rejection to many people who don’t like to sell. That was me. For a few years, sales was an area that scared me to death.
It felt a lot like being on stage with immense pressure to perform.
Sales as a service!
However, changing the script, as Tracy did in her comment above, encourages even the non-seller to provide the best potential customer service.
If the seller understands that the service is ultimately his job, he has not only permission, but a duty to help people solve their problems, in exchange for money.
Closing techniques are not sneaky tactics to separate the buyer from their wallet, but rather persuasive tactics to get prospects to act on something they already want and need, and move toward that solution.
Sometimes they are not ready, but waiting only makes their situation worse. That’s where the correct closure technique can help them take action and hopefully implement that solution to make the necessary changes.
Closing sales letters, especially online, presents a special problem.
We cannot be face to face to establish a physical relationship. Online entrepreneurs struggle with that, as evidenced by the rapid adoption of on-camera video sales letters.
Therefore, we rely on proven closing techniques that work online.
Below, we review the top 10 sales closing techniques used by the most successful online marketers.
One or all of these may work for you. You may think that none of them will work because your niche is “special.”
Nonsense. I used to say that too. The truth was simpler: I was afraid to ask for the sale.
My love of staying in business (which means making money) was greater than my fear of asking for a sale, so it finally left. (If you are in my community, you may have noticed.)
Let’s review the closing techniques shown below.
Proven closing techniques that work online.
This is commonly known as a pricing panel. The potential customer feels that they are choosing between three products or three levels of service when, in reality, they will choose the one that the owner wants 90% of the time.
Panels are usually set up like the one above:
· A reduced and inexpensive version. (Nobody wants to go to the slums!)
A high-value option in the middle that suits almost everyone’s needs with a slight price increase over the low-cost version.
And a high-cost premium version for those buyers who always go luxury.
Of course, the middle one is the one the seller wants almost everyone to buy.
Cost of inaction closure (COI)
Kudos to Alex Mandossian for this suggestion. Advise coaching students and clients to focus on COI, not ROI when presenting options to prospects.
But the ROI (return on investment) is inherently positive. It will give prospects a sense of hope and possibility, right?
That may be true, but the IOC, the cost of inaction, unleashes the most powerful engine of emotion: the fear of missing something (FOMO).
The cost of inaction needs to be spelled out: Here’s what will happen if you DON’T take advantage of this today.
A great analogy is wanting to play the piano for 10 years, but never take lessons. To keep doing what you have done is to get what you have. I still won’t be able to play the piano for 10 more years.
It’s totally emotional and psychological, but it works like a big hit.
FOMO will show up quite a bit in these closing techniques as the main driver, but let’s say it takes advantage of that dark place we all go to when we feel like someone else is getting a better deal.
Many, many online marketers love this technical closure because it is so tangible and it works like nothing else if …
… you meet your deadlines.
A good countdown timer like Simple Countdown Creator allows marketers to schedule promotions and automations to ensure deadlines and sales actions are performed as advertised.
Prospects and customers get used to buying your products before the deadline because the deal will end after the deadline.
There are a couple of types of deadlines:
1. Quick Action – Like the one on the left, the timer shows the visitor that they can save an additional 20% with a special coupon code in the next 14 minutes and 40 seconds before the countdown timer expires.
2. Sales period: it can be hours, days or weeks, but a deadline is looming. And, of course, the more the deadline is pushed forward, the less urgency the potential customer feels to act.
The problem with deadlines and timers (in addition to the application) is getting the right time. As the graph below demonstrates, sales over a period of time have a predictable pattern with a spike at the beginning, a pause in the middle, and a massive spike at the end.
Often times, the final peak as the deadline approaches can be 70 to 90 percent of sales.
So the seller has two options:
1. Reduce the time of the sale to eliminate as much calm as possible, or …
2. Find a way to stimulate sales during the lull to improve conversions at that time.
Some techniques for that are:
1. Incremental price increases
2. Reduction of bonuses
3. Sales contests during specific periods of the sale.
And others, of course.
The big driver of deadlines is intense shortages and more FOMO.
My favorite was the Rainbow Vacuum salesman who came to the house when I was a kid and showed my annoying mother how dirty her carpet was by demonstrating how great the water-filled vacuum was. She was mortified to see the mud in the bowl swirling as he sucked. We bought the Rainbow vacuum cleaner.
We often use the nearby demo on a bridge page to pre-sell to our viewers on software or training programs.
Having a customer do a quick demo that shows the power of the solution with real results helps prospects see how a “real person” has used the solution and easily translates the possibilities themselves. That’s the Holy Grail of the show’s closing, and it’s been mastered by the folks at QVC.
Makes closing a simple process of revealing price, value, and buy button.
This is a very popular but often overlooked closing technique.
Tell potential customers EXACTLY what to do.
By showing potential customers a step-by-step process, you guide them through the buying process. And you’re also setting expectations, reducing fear of the unknown, and eliminating hesitation.
This often takes the form of:
Step 1: click the button
Step 2: enter your name, email and address
Step 3: enter your credit card information
Step 4: Click Submit
Step 5: Check your email inbox for product delivery …
While demonstrating this process, the potential customer often takes the action steps and follows them – makes the purchase.
I was just like you.
I had the same problem as you.
I completely understand how you feel.
I almost went broke when that happened to me.
Those are all examples of statements that prospects can identify with.
The closing of empathy is necessary in almost all sales presentations. If you don’t identify with the potential customer, you rarely become your customer because they don’t trust or relate to you.
With close empathy, you identify, relate to, and trust the prospect first because you understand their problem.
Everyone wants to be special.
And your prospects are special, of course, but you can point out exactly how special they are.
“Only a few people will take action on it because most people are afraid of changing their lives. But that’s not you.
You are a special kind of person who sees the possibilities, imagines the future, and makes it happen. That is why you are one of the few who will take action on it. And that’s why we only want to work with people like you in our private group … “
You understand drift.
Another way to do this is to tell people who this product is NOT for. For example, we have an exclusive live event in October.
There are only 50 seats available.
And it’s limited to people in our 200 or 300 groups. In other words, you have to run a business, make some sales, and be serious about your niche.
If you don’t have an established business yet, this is not for you.
That is a closing of exclusivity.
Closing money talks
With this closure, the marketer demonstrates the cost of the problem. It can be posted to a table similar to a spreadsheet.
The potential customer can see the numbers and understand the cost of the problem.
If the numbers are correct, the potential customer will agree to the cost of the problem.
Then you come up with a solution that will reduce the cost of that problem.
To carry close
That is exactly what it looks like. And it is incredibly effective.
As the process is revealed, the offer is modified to remove something that you had previously given. In other words, your bonus or extra feature will be removed if you don’t close now.
For example, if you sell software online, you can offer an additional 6 months of updates if you buy it now. If they come back to the site tomorrow, the additional 6 months are gone.
You have taken it off.
This takes advantage of the fear of losing the effect so well that it’s almost painful for the prospect, which is exactly what you want …
Will potential customers believe what you say about the effectiveness of your product solution?
Or are they more likely to believe someone who has used it and gotten great results?
Of course, they can more easily believe testimonials because they seem more unbiased.
That is the beauty of testimonials.
And testimonials can be the element that moves the visitor from potential customer to buyer.
These are the best closing techniques online.
And we’ve only scratched the surface.
Any entrepreneur will want to master these closing techniques and more if they want to make more money. The great thing about an online business is that you can easily test which one works best with your people.
There are hundreds of closing techniques, but we narrowed them down to the 101 Best Sales Closing Techniques in the report “101 Closing Techniques for Buyers to Say YES!” Before he leaves.