In sales, your presentation is only as strong as your close. In many instances, this critical step is where the rubber meets the road. This crucial step can trip up even the most confident of people. Luckily, there are many different closing techniques that you can utilize for any given situation that you find yourself in. Some are easy, while others require a whole new level of skill. For this post, we will focus on a simple, yet extremely effective technique that you should memorize and use as soon as possible.
This article will be very short because the idea itself is simple and it is easy to understand and master. We feel that it works so well and is such an important tool in any salesperson’s tool belt that it deserves it’s own article.
Definition of the 1-2-3 Closing Technique
The definition and strategy in itself is very simple and easy to understand: you communicate your ideas in groups of three.
While it seems incredibly simple, the 1-2-3 method actually one of the most effective ways get your point across while being persuasive at the same time. You might be skeptical because it seems so elementary, but there is actually a good deal of science to back this up.
The Psychology Behind Groups of Three
People’s minds work in predictable ways. People will search for patterns in your speech and in your emails. Groups of three is the quickest way that a brain can find a pattern, which will lead to a subconscious level of comfort that you can take advantage of.
Suzanne Shu and Kurt Carlson wrote a 50 page dissertation about persuasion. You can click this link and read the entire document if you want, but to sum it up, they discovered that three is the perfect number to use for persuasion purposes. Anything higher than that will alarm consumers and will cause them to be skeptical.
How to Use This Effectively
Knowing the definition of a closing technique and actually putting it in to practice are two separate things entirely. Fortunately, this one is easy to put in to place.
If you are speaking to a customer over the phone or face-to-face, you can group your examples in three. If I were pitching this website to someone in a face-to-face setting, I would say something along the lines of:
“ExpertCaller.com is a website designed to help people who work in sales, marketing, and business. Our goal is to promote people’s confidence, develop their skill sets, and increase their income. We offer informative articles, videos, and courses all designed to help people like you make more money.”
If I were writing an email to someone regarding this website, I would follow a bullet-point format that would look something like this:
Why You Should Use It
You should memorize and start using this technique as soon as possible because it’s incredibly easy to use and implement in to any sales presentation, it’s one of the fastest ways to get your point across to the consumer, and psychology says that people are persuaded more when they see things in groups of three. It’s crazy for you to ignore it! At least try to pepper it in to your sales process. I think you’ll be amazed at the results.
(P.S. See what I did there? A 1-2-3 close on why you should use the 1-2-3 close!)
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