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Say you tried to close a sale and the client still came up with something to keep him or her from making an immediate decision. That's okay. No harm, no foul. If the client hasn't ended the conversation or walked out the door, you're still in the game. You just need to address any concerns and bridge to another close.
Building closing bridges doesn't require a degree in engineering, but it does require you to delve deeply into your courtesy skills and then go back to your professional selling skills.
Here's your basic bridge-building blueprint:
Apologize. Whether or not you've done something that requires an apology doesn't matter. What does matter is that your potential client may have been feeling a little or a lot of pressure when you asked your first closing question.
As with any apology, the faster and simpler it is, the better:
I'm sorry. I thought you were ready to go ahead with the purchase. I didn't mean to rush you. Are there other concerns we haven't covered yet?
Address concerns they brought up and/or answer their questions.
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