Top 10 closing techniques for retail sales teams
You may find this surprising, but 64% of sales reps don’t even ask for the sale (source: Action Selling).
They go through their product benefit list, have a nice chat with the customer and before they know it the customer has walked away with no purchase made at all. Why is that?
The sales rep assumed they had the sale in the bag and as a result, they never asked for the sale or closed the deal which meant there was no commitment from the customer.
Finalising the deal to ensure you hit your targets can be tough, but with the right techniques, you can blitz through those deals.
In this article, we’re going to tell you the best closing techniques for retail sales teams to ensure you minimise the chances of a customer leaving without a purchase.
1. Ask a leading question
Ask a positive question that suggests the desired answer that you are looking for.
How does it work?
For example, after you have shown the customer the types of broadband packages that are available to them, ask “Would you agree that the X package will give you better value for money and a faster broadband speed?” The likelihood of the customer replying ‘yes’ is very high. It’s also important to mention ‘why’ the feature you’re highlighting is better for them. For example, "You mentioned you have two teens who stream a lot, would you agree this option would be better for you?” after they have agreed that you are offering them a better solution it’s time to close the sale.
Your reply should be “Great, now we have that sorted for you, are there any other questions before we go onto payment and installation details?”
Why it works
This strategy works because by stating the benefits and values and getting the customer to agree with you, they find themselves more convinced by what you are saying.
Because they have agreed that a product or solution is better for them they find it easier to agree to move onto payment because there is less of an internal conflict going on inside of their mind which would go something like this “Is this better, will it save me money, is it worth the hassle, will it make my internet faster, will I have less trouble, is it too expensive… etc”
2. Do a little bargaining
By bargaining, we mean your customer gets a little something out of the deal and you get something back too.
Providing your retail sales team has permission to offer discounts or extra incentives to customers, this technique is a surefire way to close a sales deal successfully.
How does it work?
It goes something like this, if you are in the middle of a sales chat with a customer and they ask for a discounted price or a bonus product, this is a great chance for you to close the sale.
Simply reply saying “Yes absolutely, I can take 20% off the package for you, that’s if you commit to the purchase today.”
Now you will either have a yes or no answer as to whether they are going to purchase and it’s a nice way of closing the deal by giving them an extra incentive.
Why it works
If the customer was already considering purchasing from you, this little gesture will convey a sense of urgency. They’ll feel like they would be missing out if they were to leave without making a purchase on that day.
3. Assume you have already made the sale
This eliminates the customer ‘thinking time’, the period where they talk themselves out of making the purchase.
How does it work?
Let’s say your retail sales team are working in a spa at the front desk, after the customers have had their treatments the sales rep would take them through the products which were used and explain the benefits and features.
If the customer seems interested and happy with the products, simply say “shall I put those ones through the till for you?”
Why it works
The customer is engaged with you and the products, they are happy and seem overly interested so the natural next step is to assume they want to buy. The customer won’t have time to think of reasons as to why they shouldn’t buy so it speeds up the sales process.
4. Make it as simple as possible for the customer
Summarise the key benefits of the product or solution you are selling and state what’s left for them to do.
How does it work?
Let’s say your retail sales team are working in a mobile phone store trying to sell phone packages. Their summary with the customer may sound a little something like this;
“So with the X phone package deal you are able to take unlimited calls, use your 3G, 4G and 5G internet across the world and you’ll get the latest phone model with the best camera on the market. Now all that left for you to do is sign here so we can get you all set up.”
Why it works
The customer doesn’t have to think about why they should buy because you have summarised that for them already. You make it effortless for them to sign up and it seems like the next logical step for them to take.
5. Make sure you’re solving the problem
Retail sales teams can get caught up in conversation and forget to solve the customer’s problem.
How does it work?
Your retail sales team are trying to sell motor vehicles at a dealership. A customer comes in looking for a large family car which can help them save money on petrol. You offer them a fuel efficient vehicle with extra seats and all the latest features. You then close the deal by saying “Would you agree that this vehicle solves all the problems and challenges which you face?”
If the customer says no then it’s obvious that you haven’t listened properly to their problem or you are offering them the wrong product. However, if they say yes, you now have your next signal to close the sale. Reply by saying “Perfect, now we have solved the problem shall we proceed to payment?”
6. Make them choose
Speed up the buying process by encouraging your customer to choose between a few options.
How does it work?
Similar to the ‘assumption closing technique’ assume that the customer wants to buy but play dumb at which option they want to choose.
For example, if you are a sales rep that works in a gym and you are selling health club memberships close the sale by using this line “so which was the membership package you wanted to go with, the Silver or the Gold?”
Why it works
You put the choice in the customer’s hands and empower them to be in control, yet at the same time, you are speeding the sales process up and any option they choose will equal a sale for you.
7. Urgency close
Make it known that the product or solution you are selling will not be around forever and time is of the essence.
How does it work?
Your retail sales team can create a sense of urgency by explaining that there aren’t many products left in stock, stating that today is the only day the customer can get the discount or making it known that the product or solution is very popular so you can’t guarantee how long it will be around for. Anything which makes the customer think they should buy today or they might miss out.
Why it works
If your customer is interested in what you are selling they will not want to miss out on the discount or the product. It speeds up their decision making and justifies their reason for purchasing on the day.
8. The no-nonsense close
This one is simple, simply ask the customer if they do or do not want to purchase the product or solution.
How does it work?
After you have done your selling and you feel the customer has had all their questions answered, simply ask “Would you like to go ahead and buy?” It really is that simple, no tricks, no gimmicks, just a simple question which prompts the customer to make a decision.
Why it works
As we mentioned at the start of the article, sales reps don’t make the sale because they don’t ask for the sale.
This method forces your customer to make a decision, whilst your straightforward and confident approach makes it sounds like a no-brainer that your customer should buy. It will also make your prospect feel more comfortable that they can trust your expertise.
9. Give your humble opinion
Close the sale by letting your customer know which option you would go for.
How does it work?
As you are the expert it is only natural that you would know the best option for your customer. Use this to your advantage by suggesting which option you think they should go for. For example, “Based on what you have told me about your travel requirements, I would suggest you go for holiday package B because it offers you XYZ. Does this one sound good to you?
If they say no, you can answer any queries they have and alter the package, but if they say yes you now move onto closing the sale “Great let’s get you booked in.”
Why it works
You demonstrate your industry expertise and show that you have been listening to every word your customer has said.
By picking out the best option you eliminate the brain work the customer has to do and speed up the decision making process. Your customer will feel happy with your service and you will have made a sale, it’s a win, win.
10. State the obvious
Tell your customer what seems obvious to you and we’re sure they’ll agree with you.
How does it work?
After you are done discussing the product or solution with your customer and you can see they are engaged and interested say “It seems obvious to me that you are interested in package A, would I be correct?”
Why it works
The customer will feel like they have given their ‘game face’ away and so they may as well make the purchase. It also stops them endlessly flitting between decision making in their mind. They will feel like they know the choice is obvious and you know it’s obvious so it’s obvious they should make the purchase.
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