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The closer
Submitted by:
Maurice Fodera
One afternoon in a dealership, the closer was called in to talk to a customer that wasn't budging and we were $200 per month away from a deal. As the closer sat down and began to talk, the customer again reaffirmed his offer: "$350, that's all I will pay" I said "thank you, and how did you come up with this number?" Not expecting this reply the customer was surprised and all he could say was "what?". As I repeated the question to the customer, he simply answered: "that's what I paid on my last truck" Ah.... now I understand, I said. The customer's last truck was 6 years old, and wasn't as nice as the truck he had just selected, "okay", I said.
"Mr. Customer, $350 over the last five years that you paid equalled $21,000.00, and that includes the interest on the loan that you paid. The new truck that you like is $27,000.00 and if you divide that into five year finance, the amount is $450 and that's without interest... Now, if you want a $350 payment I will be happy to show you a truck that will fit into that payment." to which the customer said "no, I want that truck!" So I responded "thank you, I'm glad. So we're okay with the new payment of $550 per month?" to which the customer extended his hand and said "thank you, I'll take it." And with that the deal was closed.
To me this encounter says that if we're reasonable with clients, "show" them the answer rather than "tell" them the answer, they will be easier to close and happier for it. Also, to continually thank the customer for their business and affirm their decision is important. Together, they proved to be the solution in this story, and I believe this close can be repeated again and again to achieve the same results.
