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Life Health > Life Insurance

Soft selling: Simple closing basics

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There are many effective closing techniques, but here are some of the most basic, popular and memorable closing strategies from insurance company CEO Dr. Linda Ballou’s book, “Soft Selling in the 21st Century.”

  1. The choice close: This strategy assumes your client is going to buy today. Simply ask the client to choose between two positive alternatives. An example is: “Steve, the product comes in a small or large scale; which would be better for you?” Either one the client picks, you’ve just made a sale.
  2. Minimizing the sale: Ballou says the logic behind this “conveys to the customer that we understand their special needs or situation. We are letting the client know we do not want to overload them” with information and products, but that we want to get them started. By minimizing the sale, the client sees you are reasonable, you can recognize their needs and limitations, and they are more inclined to go with your product.
  3. Asking for the sale: Ballou says when nothing else has worked, turn to this close. You already have the client’s attention, so just ask. “You are being assumptive, knowing that your product will do a great job for them. What do you have to lose?” Ballou says.

Helpful closing hints:

  1. Schedule a date. Have your calendar out, and use it to close the sale by setting dates for signing paperwork, or a follow-up meeting, etc.
  2. Plan for future calls. Regardless of what happens during the meeting, “make sure to collect information that will assist you with the customer on further calls,” Ballou notes. She recommends having a cheat sheet to write down client information during your presentation.
  3. Ask for referrals. Once you have wrapped up and closed the sale, ask for a referral. Say, for example, “Thank you so much for your time, Steve. It’s been a delight. I would appreciate it if you would mention my service to anyone else you think would be interested. Do you know anyone that could benefit from our services?”

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As the president and CEO of a national marketing and insurance company, Great Life Financial Group and author of her new book, “Soft Selling in the 21st Century,” Linda Ballou travels extensively on the seminar and lecture circuits. For more information, go to


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