The Gaining vs Losing Close

You will come across clients who are more afraid of not having the benefits of a new product, than they are excited about having them. For example, this fear may occur with a piece of manufacturing equipment that will put the client on the cutting edge and ahead of the competition. The fear that the competition will outpace the client may be the biggest motivation to own.

You may also find this type of fear in families where there’s a lot of competition and they’re always trying to outdo each other by having the smallest cell phone, the biggest big-screen TV, or the newest model of car or computer. In those cases, you need to build the emotional appeal and commitment to the product/service based on those facts. Nobody likes to miss out on the good things in life, so ask them how owning your product will make them feel. For example:

Phraseology: “Gee, what’s it going to feel like to watch the Super Bowl on that new 60” wide-screen HDTV monitor?”

If the clients start talking about the excitement of having a Super Bowl party and watching the game as if they were right there on the 50-yeard line, you can assume they’re motivated by the fun and excitement of ownership instead of the pain of not owning.

After you discover what motivates the clients, close them accordingly. You can keep the sale closed by continuing to point out the pain of not owning or the pleasure of owning, depending on what pushes their hot buttons — benefits they’ve indicated that they want to own.

To read all of my closes, get a copy of Sales Closing for Dummies. To listen to them delivered and learn how to write your own, listen to my audio titled, Academy of Master Closing — available in both CD and MP3.

This information is copyrighted by Tom Hopkins International, Inc. for reprint permission, contact Judy Slack (



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