Shane Decker The 7 Types of Closes Jewelry Salespeople Can Use With these handy tools in your selling arsenal, you will be able to close any customer. Published 18 years ago on June 1, 2003 By Shane Decker Instore June 2003 Issue Share Tweet CLOSING IS NOT a moment in time. It is not simply “getting the money”. It is a process. It is the agreement you work on with the customer, from the moment they say “just looking” to the moment they agree to purchase. Moreover, closing should never be viewed as an ending, but rather as a golden opportunity to build a professional, long-term relationship with your customer. Performed correctly, closing should be about 20 percent of your presentation and will be integrated throughout, until your customer says, “Yes, I’ll take it!” Let’s look at the seven types of closes you can use: With these handy tools in your selling arsenal, you will be able to close any customer … 1. Direct. A favorite of Missile types (see March’s “Mirror Image” column on understanding your sales profile), this is simply a direct request for the customer to buy the item. Examples include “Just do it!” and “Buy or die!” or even “How long is this going to take?” 2. Compliment. Used by the Serpentine and the Sneak, this close makes the customer feel good about themselves and thus about the purchase. Examples include “Wise choice!” and “The blue in the sapphire will match the blue in her eyes.” 3. Whisper. A favorite of the Sneak and sometimes the Missile, the content may be similar to any of the other closes … but it’s whispered to the customer. Using the whisper draws the customer in, making your comment feel more like a secret, thus lending it more weight, especially when used sparingly. 4. Indirect. Used by all three sales profiles, though mostly the Missile, this close just misses the mark of being a Direct Close by inferring the customer should go ahead and make this decision. Examples include “Why wait until she has to ask?”, “Trust your instincts,” and “Do what your heart says.” Advertisement 5. Reassurance. All three sales profiles must master this close and utilize it from the time they open their presentation all the way through the finish. The reassurance close is easy to say, and the customer needs to hear it in order to feel good about the purchase. Examples include “She’s going to love it” … “She’ll never take it off” … “That will look great” … “It’s okay to spend the money” and “You’ll wish you’d done it sooner.” 6. Question. The Missile most often uses this approach to get the customer to commit to the sale through interaction. Examples include: “Does she know you’re doing this?” … “What color of paper do you want to wrap it with?” … “How do you want to pay?” and “You are going to buy this, aren’t you?” 7. Assumption. All three sales profiles can and should use this close, which involves using words like “you”, “yours”, “he”, “his”, “she” and “hers” to imply ownership. An example is: “I can show you the internal characteristics of your diamond so you’ll always be able to identify it.” With these handy tools in your selling arsenal, you will be able to close any customer (provided you use these closes through your presentation). Related Topics: salessales trainingShane Decker click to Comment(Comment) Up Next Why Customer Objections Can Be the Very Best Thing to Happen to a Sale Don't Miss The Cold, Hard Truth About Customers That You Need to Accept Right Now Shane Decker Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at [email protected]. Continue Reading Advertisement SPONSORED VIDEO Wilkerson Testimonials Retirement Made Easy with Wilkerson The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.” You may like This Is How You Close The Luxury Buyer How To Close Virtual Sales Mother’s Day Planning, Spring Cleaning, And More Manager’s To-Do Items for April Promoted Headlines Digital Warrior: A Conversation with GemFind’s Alex Fetanat GemFind A Sales Meeting Platform for The 21st Century The Plumb Club With Average Retails of $250, This Is One Brand You Won’t Want to Miss! Chic Pistachio Advertisement Latest Trending Videos Press Releases3 hours ago Gembridge Announces Global Industry Ambassador Network Press Releases4 hours ago Christopher Designs Celebrates 40th Anniversary Press Releases1 day ago GJEPC Signs MoU with eBay Press Releases1 day ago Joseph Varjabedian Passed Away Due to COVID-19 Headlines1 day ago Signet to Raise Its Minimum Wage to $15/Hour Fun4 days ago 54 Funny Memes That Will Make You Say ‘Yup, That’s Life in Retail!’ Headlines3 weeks ago $5.8M in Fake Rolexes Seized in Cincinnati Photo Gallery3 weeks ago 19 Celebrities Show Off Their Stunning Engagement Rings [Updated] Headlines2 weeks ago Hawaii Jewelry Sellers Carjacked, Robbed of $200,000+ in Merchandise Headlines3 weeks ago Kendra Scott Steps Down as CEO of Jewelry Company She Founded Sponsored Content3 days ago Digital Warrior: A Conversation with GemFind’s Alex Fetanat Jimmy Degroot1 week ago Video: Sharpen Your Bridal Jewelry Presentations Sponsored Content1 week ago With Average Retails of $250, This Is One Brand You Won’t Want to Miss! Jimmy Degroot2 weeks ago Video: Maximize on the Opportunities That 2020 Brought the Jewelry Industry Category Spotlight3 weeks ago New Display Materials Help Merchandise GIA-Graded Diamond and Gemstones Advertisement Advertisement SubscribeBULLETINS INSTORE helps you become a better jeweler with the biggest daily news headlines and useful tips. (Mailed 5x per week.) Facebook Latest Comments Most Popular Fun4 days ago 54 Funny Memes That Will Make You Say ‘Yup, That’s Life in Retail!’ Headlines1 week ago Paris Hilton’s Engagement Ring May Be Worth $1M+ Headlines1 week ago $5.2M in Fake Cartier Jewelry Seized in Kentucky Benchmarks1 week ago These Jewelry Retailers Grab Shoppers’ Interest with Inventive Displays Headlines2 days ago Bergio Acquires Online Jewelry Retailer Aphrodite’s Hot Sellers1 week ago These Were the Top-Selling Jewelry Brands and Categories in January, According To Our Brain Squad Columns3 days ago 3 Tips to Becoming the Most Resilient Jewelry Store Owner You Know Sponsored Content1 week ago With Average Retails of $250, This Is One Brand You Won’t Want to Miss!