One of the strongest ways to close a sale is by using the summary close technique. However, what exactly is the summary close, and how does it work? In this article, we’ll explore this closing technique, why it’s effective, and what you need to do before using it.

What’s the Summary Close?

Basically, the summary close means listing what a potential client wants and the result they’re seeking, then asking for the sale. It means repeating what they want and then explaining how you can help them achieve it.

Why is the Summary Close Effective?

The summary close technique is a great way to close a deal because it doesn’t assume what the customer wants. Instead, you repeat what they’re aiming for and explain how you’ll assist them. After that, you just ask for the sale. It’s that simple.

However, there are some important steps you need to take before using this technique.

What to Do Before Using a Summary Close

Before using the summary close, there are several important things you need to have and understand about your potential client. Let’s go over them below.

Pain

When you’re using this technique, you’ll have to sum up the problems and difficulties your potential client is facing right now. A primary reason people buy products or services is because they’re dealing with some kind of pain or discomfort that they want to fix. It’s important to find out what’s bothering them and mention it when you summarize things during your closing.

Desire

Another reason people buy things is because they want to improve their current situation. This desire for something better can be called by different names, like a positive result, their goals, or a future state.

When you’re summing up and using the summary close technique, you also need to explain the thing they’re hoping for when they find a solution.

Look Beyond Features and Benefits

One common mistake people make when using the summary close technique is focusing only on the features and benefits of their product, thinking that’s enough for a summary close.

But it’s not.

The word ‘summary’ is there because you need to summarize the problems they’re facing now, the solution they want, and how your product or service can help them get there.

People don’t just buy features and benefits. More importantly, they buy what it will mean for them to have a solution. Now that you understand this, it’s important to explain in your summary close what it will mean for them when their problems are solved and they achieve their goals.

How Can You Discover This Information?

How do you figure out what you need to know to use the summary close technique well? You do this by following a proven sales process. A sales process is like a step-by-step map that shows you exactly how to close the sale, from beginning to end.

It involves things like asking the right questions, understanding their problems, learning what they want to achieve, and, of course, handling objections and asking for the sale.

An Example of Using a Summary Close

Here’s a simple example of how to use the summary close technique:

“So, Mr. Customer, based on what you’ve shared with me today, your problems are [list the problems].”

“These problems are hurting your business because [explain how these problems are causing issues].”

“You want to reach [mention the desired outcome] because it will [explain why achieving this is important].”

“We can assist you in reaching [the desired outcome] by [explain how your product or service will help them achieve it].”

“Would you like us to help you achieve this?”

Conclusion

The summary close technique is a great way to close deals more deals because it’s easy, friendly, and doesn’t harm the good relationship you’ve built. You just repeat what they want and then ask if they want your help to get it. It’s pretty straightforward. The summary close works best when you’ve already shown them why they need your services before you start asking questions. You do that by using a proven sales process.

Looking to train your sales team on how to use different closing techniques to increase your revenues? AIM Consulting is here to help. Contact us for a free consultation to learn more.