The Benefit Review Close
An extremely effective Close that will work with most any customer is the Benefit-Review Close. You remember the NA=A/DA theory, Needs Assessment equals answers so demonstrate those answers. In other words, ask questions to determine wants and needs, then satisfy the wants and needs in the demonstration. Now during the benefit–review close you are going to review the information and ask a closing question.
By reviewing the information that they gave you during the needs assessment and what you gave them in the demonstration, you will normally get a positive response. Below are a couple of examples of what a benefit-review close might look like.
You will notice that by using the benefit-review close, you are assuming the product in question is what the customer wants or needs. You have earned that right through the course of an effective needs assessment.
Throughout your selling career, you will encounter a number of prospects that may not say anything at all but you still must attempt to close the sale. The benefit-review close is your best bet in these types of situations. The benefit-review close also works on the customers who will not be quiet. You know the type they talk and talk. They tell you stuff that you would rather not know. Once you begin to review the information that they gave you and what you gave them, they will be quiet and ready to do business.
The benefit-review close is one that will work for silent prospects and the ones who love to talk as well as others who are simply having trouble making a decision. It tends to draw people into the sales presentation most effectively. Getting them involved in the business at hand is the goal of any close and the benefit-review close is very effective at accomplishing that goal.
FINAO - Brad Huisken - President, IAS Training
