Using the "Trial Close" to Improve In-Person Sales
The "trial close" is one of the most effective techniques in sales, especially in face-to-face interactions. It helps salespeople gauge customer interest, identify objections early, and move the conversation toward closing the deal. Unlike a final close, a trial close is a soft, low-pressure way to test the waters and adjust your approach based on the customer’s responses.
What Is a Trial Close?
A trial close is a question or statement that prompts the customer to express their thoughts about the product or service without directly asking for the sale. It allows the salesperson to assess whether the customer is ready to commit or if further persuasion is needed. A trial close often takes the form of questions such as:
"How does this sound so far?"
"Would this option work for you?"
"Is this the type of product you were looking for?"
"Do you prefer this model or the other one we discussed?"
By using trial closes throughout the conversation, sales professionals can uncover customer concerns and adjust their pitch accordingly.
Example: Car Salesperson
A car salesperson can use the trial close to guide the customer toward a decision. For example, if a potential buyer is looking at a mid-size SUV, the salesperson might ask:
"This model has the all-wheel drive and safety features you mentioned were important to you. Can you picture yourself driving this to work every day?"
If the customer responds positively, it signals they are emotionally invested in the car, making the final close easier. If they hesitate, it provides an opportunity to address concerns, such as price, financing, or additional features.
Example: Furniture Salesperson
A furniture salesperson can use the trial close to help a customer envision their purchase in their home. Suppose a couple is looking at a sectional sofa. The salesperson might say:
"This sectional has the deep seating you were looking for and fits well in a family room setup. Do you think it would match your existing décor?"
If the customer agrees, the salesperson can proceed with closing the sale. If they express doubts, the salesperson can pivot, perhaps suggesting different fabric options or offering a discount to overcome hesitation.
Why the Trial Close Works
The trial close is powerful because it creates a dialogue rather than a hard push for a sale. Customers appreciate a consultative approach where they feel heard rather than pressured. It also helps salespeople avoid losing a sale due to unaddressed concerns. By strategically placing trial closes throughout the conversation, a salesperson can subtly guide the customer toward a confident purchase decision.
Conclusion
Mastering the trial close can significantly improve in-person sales by allowing salespeople to assess readiness, handle objections, and build customer confidence. Whether selling cars, furniture, or any other product, integrating trial closes into conversations makes for a more effective and customer-friendly sales process.
