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Embarrassment Close

 

Disciplines > Sales > Closing techniques > Embarrassment Close

Technique | How it works | See also

 

Technique

Maneuver them into a position where not buying would embarrass them.

Dissuade them from buying cheap (rather than 'less expensive') options by pointing out that they are cheap, low quality, etc. and that more expensive options are much better value.

Tell stories of cheapskates who make 'false savings' with the cheap options.

Sell to the people they are with, so the other person would have to disappoint their friends, family, etc. by not buying.

Appeal to their sense of important and affluence.

Examples

This is the cheapest option. This one, however, is much better value.

Hello young man, do you like this? ... Well, madam, I think he's made a choice!

Not many people can afford this one.

How it works

The Embarrassment Close appeals to emotions such as pride. It uses the Alignment principle to get people to align their buying actions with their self-image of kind, affluent, etc.

It works particularly well if the other person is in a social situation where the embarrassment would be particularly strong, from a group of peers to a person of the opposite sex.

Young men, perhaps unsurprisingly, are particularly susceptible to the Embarrassment Close.

See also

Appeal principle, Alignment principle

Social Norms

Books on Sales Closing

**** Tom Hopkins, Sales Closing for Dummies, For Dummies, 1998  **** Zig Ziglar, Zig Ziglar's Secrets of Closing the Sale, Berkley Publishing, 1985  *** Stephan Schiffman, Closing Techniques: (That Really Work!), Adams Media, 1999  **** Stephan Schiffman, Getting to 'Closed': A Proven Program to Accelerate the Sales Cycle and Increase Commissions, Dearborn Trade Publishing, 2002  *** Joe Girard, Robert L. Shook, Robert Casemore, How to Close Every Sale, Warner books, 2002 ** Gary Karass, Negotiate to close: How to make more successful deals, Fireside, 1987

 

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