Closing can sometimes feel like it’s the luck of the draw. I have coached over 40 private clients in the past 2 1/2 years. Many of those individuals were only coached for 2-4 weeks and produced over $10-40,000 in sales. Also, the average orders of these clients were between $650-830; closing percentages of 70% or higher. I have found that there’s a psychology behind closing, I have found those who do a great job at painting the TRUE VALUE of owning Cutco, allows for bigger orders and consistent sales.
I tell my all my clients that this concept is very crucial with the close. I’m very, very, very adamant about you understanding what you’re doing while you’re closing.
The purpose of the close is to remind your clients of all the value of everything you’ve said up to this point in the demo.
So everything you said up until you showed them everything that we have,(Sets, flatware, cookware, gifts, gadgets) you’ve got to remind them of every reason why Cutco is great. More importantly, why they’re making the right decision by investing in it.
You’re basically painting the picture of what it’s going to look like in their kitchen and experiences they will have once they have it. Help your clients make baby Yes commitments to the order by asking Yes questions. That’s the strategy and the mindset behind that. You’re just getting baby Yes’s. Little by little. Once you ask for the big yes (the order), they committed to a lot of little yes’s. So the big yes won’t feel like a big yes, it will feel like another little yes. If you hear no, it will be rare because they’ve said yes so many times, you know what I mean? I call it the Yes game. How many times can I get the customer to say yes before I ask if they want to try it out today.
Here’s an example of what this looks like,
[Starting from after you told them the price of high quality knives]
“So there are some differences between those sets and CUTCO. First the handle, the universal wedge lock handle allows for you to feel comfortability in your hands, you liked the way the handle felt in your hand, right? You see how comfortable it would be using it in your kitchen throughout the years?” Yes.
That’s small verbal yes, I’m buying.
“Alright, cool. Next is the edge, their edges are straight edges, while CUTCO has a Double D Edge. Do you like the way that Double D Edge cut?” Yes. “You see how much it’s going to make your life easier?” Yes. “That’s why so many people love it.”
“Next is the guarantee. Their guarantee only covers defects, while CUTCO has a performance guarantee. Mrs. Jones, if anything goes wrong, again, you send it back. Anything, the cookware, the gadgets, anything ever goes wrong, send it back. They’ll send you a new one for free. Cool?” Yes. “Anytime you need service, again, I’m going to take care of you so you don’t have to worry about that. Okay?” Yes.
“Alright, great. If you break it on purpose Mrs. Jones, again, you only have to pay half price. You won’t have to pay in full. You don’t have to pay full price. We got you. So don’t break it on purpose though. Cool?” Yes.
These last yes’s are HUGE to helping your customers make the decision to invest in Cutco.
“Last but not least, Mrs. Jones the best part about CUTCO is that it allows you to try it out for three full weeks before you make a final decision. So you get to try out everything that you like today, for the 1/5th of the price. It allows you to make a decision today but not a final decision until you’ve used it and prepared all the meals you want for three full weeks that way you can make an educated decision on your investment. Sound good?” Yes.
“Now, most people who own CUTCO, they’ll tell you it’s 10 times better than any set they ever used. Obviously you’ve only used it today. You haven’t used it that much yet, but considering the way the handle works, consider the way the edge works, the way we cut the tomato, the way we slice that apple. Wasn’t that Great? “ Yes.
“Aren’t you guys going to have fun in the kitchen when you guys use this stuff?” Yes.
“So most people would agree that if something offers twice a quality, twice the value, let me ask you a question, what would you expect it to be as far as price is concerned if it offers twice the quality and twice the value?”
[BONUS] You want them to tell you Cutco is twice the price. Don’t tell them Cutco should be twice the price. You want them to tell you Cutco should be twice the price. Because then they believe it. They see the value.
So in conclusion, by painting the picture for your customers on what their experience will be like owning Cutco and the assurance of knowing that they will not make their final decision today, it will open the doors for them to try more and feel more comfortable saying YES today.
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