Closing the sale: The Bracket Close
Sales closing techniques don't have to be pushy. You are simply helping the customer to come to a decision that they want to make, or they wouldn't have called you in to quote on their job in the first place.
March 18, 2013 by Mike Draper
When closing the sale with a customer, you don’t have to sound like a used car salesman. This week, I am going to describe a sales closing method that is not manipulative or pushy: It’s called The Bracket Close. It will help the homeowner to make a decision that they really do want to make. Since not all homeowners have to make tough financial decisions on a regular basis, there is a good chance that they do not know how to – and therefore are not comfortable in doing so. Part of your responsibility is to help them make a good decision.
The Bracket Close is designed to bracket or frame three renovation solutions – at three different prices – to help the homeowner narrow the number of possible options available to them. In renovations, the number of possible options is limitless. With limitless options, the homeowner is going to have a very tough time making decisions. To get them moving along, you need to simplify it for them. Three options will do that.
The first option will give them everything that they are asking for and maybe even a little bit more. As so often happens in renovations, this option may be above their budget. If they select this one anyway – as long as you are sure they can finance it – you’ve had a great day.
The second option is a slightly scaled down version of Option 1. It gives them almost everything on their wish list in Option 1 but removes some of the really expensive “discretionary” features of the renovation. This brings the price into the range that they were looking to spend (you do know their budget at this point, right?)
The final option is one in which the price is below their desired budget, removing a lot of bells and whistles. This option may well be below their expectations. If so, it will usually be dismissed pretty quickly. The homeowner will feel good about dismissing an option that is not right for them – and it will enable them to focus on the two remaining options.
In almost all cases, prospective clients will select the middle option that meets their budget expectations, giving the the client the peace of mind that they have made the right decision. You may even see them add back in a few of the “optional” items in Option 1 as the project moves along.
Closing the sale doesn’t have to be pushy. You are simply helping the homeowner to make a decision that they want to make in the first place. And The Bracket Close is a great way to do it.