The Benefit-Review close is simply taking the opportunity to review some of the benefits and features you covered with the customer during the selling process. One you have reviewed the benefits, ask a question that is designed to close the sale. This particular close is often beneficial when a salesperson is having a difficult time reading what the customer is thinking.

There are just some customers that just won’t give any indication of how they are thinking. It doesn’t matter how great of a presentation you have made, they just won’t give you any excitement.

The benefit-review close will look something like this:

• The ring as a sapphire, is white gold and is in the price range that you want. Shall I start writing up the purchase order?
• This computer will give you exactly what you are looking for: it can handle your home business, it can take care of your accounting needs, it has more than enough memory and it even has games for the kids. Why don’t we start writing up the contract?

You have earned the right through the selling process to assume that the product you are selling is right for the customer, so don’t be afraid to ask for the sale. Throughout your career, you are going to come across customers who just won’t give you an indication of what they are thinking. They may not even say anything but you still have the right to close the sale; that’s where the benefit-review close comes into play. After you have given them the close, chances are very good they will start talking.

The benefit-review close is also good for people who won’t stop talking. They will want to talk about everything from the product you are selling to the overtime game two weeks ago. This is a great time for the benefit-review close. After they hear it, they may keep talking but it will be about the business at hand. There are other closing techniques that will work on both silent and talkative customers, but the benefit-review close is extremely effective in both cases. The idea is to get them talking business and this close will do just that.

FINAO - Brad Huisken