How we change what others think, feel, believe and do
Shopping List Close
First elicit the buyer's needs, including product features and other elements such as service levels, usability and so on.
Write these down and verify with the buyer that this is what they want. Of course ensure that what you write down is something that you can supply.
Then show the customer the items on the list. The 'shopping list' close is done as you check off each item as you show it.
If you can't cover everything, make sure the things you can't cover are (a) few and (b) relatively unimportant.
OK. So what you want is a yellow shirt that can been hand-washed and which is going to last for a long time. Here's the ideal thing from our 'everlasting' range: Yellow (check), Handwashable -- see the label? (check), and everlasting means at least five years -- guaranteed.
Here's your list. Let's see if we've covered it. 200db (check), noise reduction (check), onsite service (check), ... That's it. We've got it all. So what do you say?
The Shopping List close works first by convincing the buyer that the list itself is all that they need, which is done by careful questioning and writing in a form where the seller can demonstrate compliance.
The convincing part of the close is in the way that you check off each item. The effect is that each time you do this, it causes the buyer to experience a psychological close. The repetition is like a series of hammer-blows that create a strong final close.
The completed list is also means that the buyer cannot have any objections.