| The bonus close is one of the most common | | | | to the extend prospects expect to get them. |
| sales techniques. The crucial factor that makes | | | | Thus the power of this technique becomes diluted |
| this technique work is the element of surprise. | | | | since the element of surprise is no gone. But |
| With a little preparation, you can use this to pull in | | | | there's a way to turn it around... |
| many sales that may otherwise be lost. | | | | Give them a valuable bonus, and then announce a |
| You should use this technique when your prospect | | | | mystery gift that will be sent to the prospect's |
| is dithering close to the sale or is unable to make | | | | address. Suspense can be a powerful motivator. |
| up his mind. | | | | For this to work, you have to emphasize what |
| You can first go along the flow of conversation | | | | the mystery gift can do for the prospect. He |
| by saying "...here's the brochure you wanted so | | | | must find it attractive and most valuable. You can |
| you can go think about it." While flipping your | | | | drop hints, but the name of the product must be |
| presentation folder, also pull out the brochure for | | | | kept a secret. |
| your bonus and say, "...our dealership is now giving | | | | There are many ways you can use the bonus |
| away polarized window films and micro-fibre | | | | close. If your bonus is very attractive, you can |
| upholstery when you get yourself a new car." | | | | sweeten the pot simply by announcing the bonus. |
| At this point, you have to sell him on the benefits | | | | Otherwise it is best used together with other |
| of the bonus. Close him on the bonus, and then | | | | techniques, like ask-the-manager close or the |
| add a touch of urgency by appealing to his fear | | | | give-take close. |
| of scarcity. | | | | The last thing you want is for your prospect to |
| A simple way to do this is to create a sense of | | | | think, "so what", as you talk about the bonus. |
| urgency by saying, "...and to qualify for this, you | | | | Thus if your offer is similar to the business next |
| must make a decision by 15th April, which is | | | | door, beware. Your prospect has every reason to |
| today." | | | | start sneering at your bonus close as you pull it |
| To make it more convincing, shout across to | | | | up on him. |
| your colleague, who'll holler back with "15th April". | | | | Used properly, this all-too-common sales technique |
| Then show him the calendar looking for the date | | | | can be revitalized if you know how. By using the |
| and say, "...oh, this would be today!" | | | | bonus close with skill, you can still get hordes of |
| In some industries, giving out bonuses is rampant | | | | business as your competition looks on. |