7 Sales technique everyone should know about!

Have you ever wondered what is the technique that best companies in the world use to market their products? If you want to know the answer to this question, you have arrived at the right place.

Let's go over a few of the most used sales techniques in the world.

1. 1-2-3 Close
2. The Similarity Close
3. The Testimonial Close
4. The Emotion Close
5. The Humor Close
6. The Alternative Close
7. The Empathy Close

The 1-2-3 Close

The 1-2-3 Close is a popular strategy to persuade the target audience. The idea is to use a list of three to convey your main point. It could be three words or a more complex set of phrases.

This technique is all about simplification and momentum. Top companies break down the decision-making process into three easy steps for the customer. It's the art of making the purchase process so straightforward that the customer can't help but proceed.

Whether it's "Select your plan, Choose your add-ons, Complete your purchase," the 1-2-3 Close methodically guides the customer through the buying journey, making it feel like a natural next step.

Steps to Implement:

• Identify the Core Steps: Break down your product’s benefits or the purchase process into three key points.
• Simplify the Language: Use clear and simple language for each step to avoid confusion.
• Create Momentum: Design each step so that it naturally leads to the next, encouraging progression in the sales funnel.

Example:

• Step 1: "Select your ideal coffee blend."
• Step 2: "Choose your delivery frequency."
• Step 3: "Start enjoying perfect mornings with every cup!"
• An example of a company employing this tactic very well is Apple. When launching a new iPhone, Apple simplifies the purchasing process: Choose your model, select your storage, pick your finish. Each step is clear and builds anticipation for the next, guiding customers smoothly towards the purchase.

2. The Similarity Close

People buy from those they trust, and trust often comes from a sense of similarity. Leading companies leverage this by aligning their products or services with the customer's identity or needs.

Sales representatives might share personal stories or highlight how a product fits perfectly into the customer's lifestyle. This technique builds a bridge of commonality, making the product feel like it was made just for them.

Here is an example of the Similarity close done well:

• "As a fellow parent, I understand how busy mornings can be, which is why our quick and nutritious breakfast options might be just what you need to start your day right."
• An example of a company employing this tactic very well is Patagonia. By emphasizing its commitment to sustainability and the outdoors, Patagonia connects with customers who share these values. This similarity in ethos makes customers more inclined to buy from them, feeling that the products align with their identity.

Steps to Implement:

• Research Your Customer: Understand your customer's interests, needs, and lifestyle.
• Personalize the Approach: Share stories or aspects of the product that align directly with the customer's self-image or needs.
• Foster Connection: Use language and imagery that reflects the customer's world, creating a sense of trust and familiarity.

3. The Testimonial Close

Nothing speaks louder than a satisfied customer. The Testimonial Close involves using real-life success stories to illustrate the value of a product or service.

Top firms showcase testimonials, reviews, and case studies that resonate with their target audience's aspirations and pain points. This method not only provides proof of efficacy but also creates a sense of community among users.

Steps to Implement:

• Gather Testimonials: Collect positive feedback from satisfied customers.
• Match Testimonials to Prospects: Choose testimonials that align with the aspirations and challenges of your target audience.
• Showcase Stories: Integrate these testimonials into your marketing materials and sales conversations.

For Example:

• "John, a marathon runner like you, found our energy bars the perfect fuel for his long runs. Here’s what he shared...[INSERT TESTIMONIAL]"
• An example of a company applying this tactic very well is Peloton. Peloton showcases real customer stories and transformations on its platform and social media. Seeing other users achieve their fitness goals encourages new customers to envision themselves achieving similar success, thereby motivating their purchase decision.

4. The Emotion Close

Emotion is a powerful driver of decision-making. Companies at the top of their game are masters at connecting their offerings to the emotional states of their customers.

Whether it's the joy of experiencing luxury, the relief of solving a problem, or the pride of owning an exclusive product, the Emotion Close taps into these feelings to motivate a purchase.

Steps to Implement:

• Identify Emotional Drivers: Recognize which emotions drive your customers’ decisions (e.g., joy, security, prestige).
• Emotional Storytelling: Craft narratives around your product that tap into these emotions.
• Visual and Verbal Cues: Use visuals and language that evoke the identified emotions to reinforce the connection.

For Example:

• "Imagine the pride you’ll feel presenting your cooking to friends with these professional-grade kitchen knives."
• An example of a company employing this tactic very well is Coca-Cola. Coca-Cola’s “Share a Coke” campaign, which personalized bottles with names and phrases, tapped into the joy of sharing and personal connection. This emotional engagement made consumers more likely to purchase as a means of expressing care to others.

5. The Humor Close

Never underestimate the power of laughter. The Humor Close involves infusing the sales process with light-heartedness and fun. This approach can lower defenses, build rapport, and create a memorable experience.

Companies using this technique stand out by not taking themselves too seriously, making the buying process enjoyable and stress-free.

For Example:

• "Why did the phone get a glass protector? To save its screen life! Just like our protectors can save your phone’s life from those 'oops' moments!"
• An example of a company employing this tactic very well is Dollar Shave Club. With its launch video, Dollar Shave Club used humor to highlight the absurdity of overpriced razors, making the brand memorable and relatable. This humorous approach lowered barriers to purchase, inviting consumers into a fun, laid-back purchasing experience.

Steps to Implement:

• Understand Your Audience's Humor: Know what makes your target audience laugh without offending them.
• Lighten the Mood: Infuse your sales pitch or advertising with tasteful humor.
• Balance Humor with Information: Ensure that humor supports the product benefits and doesn’t overshadow them.

6. The Alternative Close

Choice is a powerful tool in the sales arsenal. The Alternative Close presents the customer with a choice between two outcomes, both leading to a sale. "Would you prefer the standard package or the premium one with extended features?"

This method subtly assumes the sale and focuses the customer's mind on deciding how to buy, rather than whether to buy.

Steps to Implement:

• Prepare Choices: Develop multiple attractive options or packages that you can offer.
• Assume the Close: Present the options in a way that assumes the sale is already decided.
• Guide the Decision: Help the customer choose between the options, steering them towards the benefits of each.

For Example:

• "Would you like to start with our basic SEO package to ramp up your traffic, or are you ready to dive into the comprehensive package and really boost your rankings?"
• An example of a company employing this tactic very well is Netflix. Netflix offers different subscription plans but frames them in a way that the choice isn’t whether to subscribe or not, but which plan to choose. By presenting options this way, Netflix nudges consumers towards making a decision on the type of subscription rather than on the decision to subscribe itself.

7. The Empathy Close

Understanding and addressing the customer's concerns is at the heart of the Empathy Close. Here, companies show they genuinely care about the customer's needs and hesitations.

By acknowledging and providing solutions to their concerns, businesses build trust and demonstrate commitment to customer satisfaction, paving the way for a closed deal.

For Example:

• "I completely understand why you'd worry about installation fees. That's why we decided to waive them, so you can get started worry-free."
• An example of a company employing this tactic very well is Zappos. Known for its exceptional customer service, Zappos empowers its representatives to listen actively to customer concerns and go the extra mile to solve them. This empathetic approach builds trust and loyalty, often leading to a sale and repeat business.

Steps to Implement:

• Listen Actively: Pay close attention to the customer's concerns and feedback.
• Acknowledge Concerns: Verbally recognize and empathize with their concerns.
• Offer Solutions: Respond with personalized solutions that address their specific hesitations.

In conclusion, the best companies in the world don't just sell; they connect, understand, and engage with their customers using a blend of techniques tailored to their audience's needs and emotions.

By employing strategies such as the 1-2-3 Close, Similarity Close, Testimonial Close, and others, they not only close deals but also build lasting relationships.

As you navigate the world of business, consider how these techniques can be adapted to your strategy, helping you to not only meet but exceed your sales goals.

That's it for today's exploration into the strategic minds behind the tech world.

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