As previously stated, you can make an attempt to close whenever the prospect agrees that some feature of the product will be of advantage to him. You are not limited as to the number of attempts you can make, nor are you limited as to the different types of closings you can use. In fact, it may be better to try a different type of closing after one type fails. If you continue to use the same type again and again, it may become obvious.

Here is a list of several types

1. Implied ownership

2. The single obstacle

3. Pro-and-con list close

4. Offering a choice

S. Name-spelling close

6. The action close

7. Summarizing the benefits

8. Premium close

9. Impending close

10. The SRO (standing room only) close

11. The emotional close

Another technique of closing is to imply ownership. In trying to close the sale of a convertible, the salesman might tell the college student, “Think how the fellows standing around on the fraternity lawn will envy you when you drive up in your new convertible.” Or to the homeowner who is a prospect for glass wool insulation he might say, “Think of how pleasant it will be next winter to be rid of those annoying drafts that are so likely to cause colds.”

Especially during the demonstration, implied ownership can lead to a favorable decision. While the golfer is trying the free swing of the flexible steel tube shafts, suggest that if he buys the clubs right away he will be able to enjoy using them throughout the season. Then, perhaps, the club sale can be closed on a minor point: Does the prospect prefer the handgrip of his clubs fitted with English leather or dark split cowhide?

But suppose, after you imply ownership, the prospect balks. What do you do then?

SALESMAN:

When the car is delivered, will this be a cash deal or do you want to finance it?

PROSPECT: Hold on a minute. I didn’t say I wanted the car at all.

SALESMAN: Of course not. I was merely thinking that I can get you a little higher trade-in on a cash deal. Now, I was explaining to you this power steering.

With such unsuccessful trial closes, after implying ownership, you do not lose out. You have peeped into your prospect’s mind only to discover his buying decision has not yet jelled. So you pull back and proceed with your demonstration of another advantage.

SALESMAN: These plastic seat covers look like a good idea, don’t they? They are just more evidence that this convertible car is designed for a young man likes you who want a smart car and one that is economical to operate. Do you prefer the maroon or the sea-blue interior upholstery?

PROSPECT: Well, the maroon. But I’m not quite decided about buying. Mother thinks a convertible’s dangerous.

SALESMAN: Did you notice how the emergency brake is level with the floor between the seats so as to be at all times near your free right hand. That’s a good safety feature, don’t you think so? Or you can have it under the dash on the left, the same as your present car. Shall I have it set that way on your car?

PROSPECT: Will that change hold up delivery?

SALESMAN: Not at all. Your car with the maroon upholstery and the under-the-dash emergency brake can be shipped out of New York tomorrow morning. It would only cost a few dollars more to have it come by express, and then you could pick it up here Friday noon.

Will you give me your initials so the company can include the free initialed front plate it is offering during August only? Thank you, Mr. Hopkins. I’m sure you’re going to get twice as much fun and comfort out of life with this convertible to carry you wherever you want to go.

Thus you see how, by testing and withdrawing, then by adding another advantage and again testing, the salesman was able to close the sale of a $4200 car on a minor point, the initials for the free license plate.