The Summary Close
Ever feel like a prospect missed critical information for you to close a deal? This is when the Summary Close is most effective.
There’s a fine line in using the summary close because if it’s used too often in a sale, you’ll sound redundant and won’t get a chance to close the deal. If it’s used unnecessarily, you can have your client/prospect overthink the situation and potentially back out, and if you don’t use it at the right moment, the client/prospect will miss the key reasons for buying your product.
Table of Contents
What Is The Summary Close?
The summary close highlights the key points that the client should remember before making their decision. This close is used to ensure that you’ve covered all your bases and that the prospect understands what they need to know to make an informed decision.
Why Use The Summary Close
The summary close is an important close to use because it allows you to ensure that the prospect has all the information they need to make a decision. This close also allows you to control the conversation and keep the prospect focused on the key points.
This close is extremely helpful in pulling back the attention towards you and your presentation and will help you close large amounts of sales. This strategy is also very beneficial when using cold calling techniques.
When To Use The Summary Close
Keep it short and sweet- You don’t want to bore the prospect with a long, drawn-out summary. Keep it short, sweet, and to the point.
When you feel like the prospect has missed important information
When making a presentation, whether it’s from having a short attention span, or your prospect taking a quick look at their cellphone, it’s not uncommon for them to get distracted and miss something important that will lean their decision to do business with you. You’ll quickly rebrief in a few short/exciting sentences when this happens before moving forward with the sale.
When you feel like the prospect is starting to lose interest
If your prospect loses interest, it’s a great indicator that they may not be excited about your product. In this situation, you’ll use the summary close to recapturing their attention with compelling reasons why they need what you offer.
It can be used as a way to transition into the next step of the sale
If your presentation is lengthy, before moving on to the next part, you can quickly use the summary close to allow that exciting momentum to help carry you into the next phase.
Used right before you ask for the order
This allows you to review all the key points and ensure that the prospect remembers everything they need to know before making their decision.
When To Avoid The Summary Close
- If your prospect agrees to your product, you do NOT give them a recap. Do not summarize everything you just said.
- When you’ve already used it too many times in the sale. If you use the summary close too often, it will make you sound repetitive and may turn off your prospect.
- If your prospect asks you a particular question, answer that specific question. Do not go on a tangent and summarize everything you already mentioned.
Benefits Of Using The Summary Close
- Ensures you the prospect understands what they need to know
- It gives you a chance to control the conversation
- Keeps the prospect focused on the key points
- Recaptures the attention of the prospect
Nine Best Summary Closing Techniques
The Summary Close can be used in a few different ways.
- Simply reiterate the key points that the prospect should remember.
- “So in summary, the main points you should remember are…”
- “Would you like me to go over those points again?”
- Emphasize the consequences of not using your product.
- “If you don’t use our product, here’s what could happen…”
- “I don’t want that to happen to you, so let me tell you what will happen if you use our product.”
- Use a hard close after the Summary Close.
- “Now that we’ve gone over everything, are you ready to move forward?”
- “Let’s take the next step.”
Example Scripts Of The Summary Close
- “So, in summary, our product will save you money, time, and hassle. It’s risk-free with our money-back guarantee, and we offer free shipping. I just need your details to set everything up.”
- “In summary, our software is easy to use, compatible with all devices and has a free trial. Plus, our team offers 24/7 support. Are you ready to get started?”
- “So to recap, our product is the best on the market because it’s X, Y, and Z. Plus, it comes with a warranty and a satisfaction guarantee. Does that sound good to you?”
- “In summary, our product is the most durable, longest-lasting, and best value for your money. It comes with a satisfaction guarantee and free shipping. Are you ready to order?”
- “So based on what we’ve covered, it sounds like you could really benefit from our services. With everything we covered, I suggest you start with this…”
Conclusion
The Summary Close is an important tool in your sales arsenal, especially for clients and prospects with short attention spans. It’s a great way to ensure your prospect remembers the key points, recapture their attention, and transition into the next step of the sale. Use it wisely and avoid overusing it, or you’ll risk turning off your prospect.
