Someone once told me, “Closing might as well be a four letter word.” When I ask my seminar participants what it is about closing, or asking for the visit or enrollment, that makes it seem so difficult, the answers I get most often are the fear of rejection and the discomfort with asking (i.e. feeling like a used car salesperson).
Closing is one of the most neglected or mistreated techniques in enrollment building. Those directors and staff members who close well, have consistently higher conversion ratios than those who educate their prospects well, but who do not ASK for the visit or enrollment. YOU MUST ASK OR YOU ARE NOT CLOSING.
A good closing question asks your prospect for a decision that is based upon all the educational information you have given them. You want a singular response, that being “Yes.” Since one of the definitions of selling in the early care and education industry is to “help your prospects make a good buying decision,” it is only natural that you should ask if they are ready to commit to a visit or enrollment. Here are three ways to do that comfortably.
Alternate Choice Method
This is the easiest kind of closing question to ask and the most comfortable for your prospect to answer. Your question states a choice about the visit or enrollment, and either answer means you have just scheduled a center visit or enrolled the child.
Sample: “Would you and your husband like to schedule a center visit for this afternoon after work or would tomorrow morning be better?”
Direct Method
The prospect who is very forthright and direct in his or her communication with you will not cower at your asking a direct closing question. Neither should you. This type question is brief and to the point. Once answered, the decision is clear.
Sample: “Would you like to complete the enrollment papers and pay your registration fee today?”
Assumptive Method
When you have the intuitive feeling that your prospect is really ready to make a decision, you can easily use what is called an assumptive closing question. This method assumes the prospect is ready to make the choice you want, and merely asks them a question that deals with the details of that positive assumption.
Sample: “Would you like some privacy here in my office to fill out the registration papers?”
These are three of five methods of closing that can help you become more successful at converting calls to center visits and visits to enrollments. They also work to ask permission to follow up with those prospects not yet ready to enroll. These closing questions will be easy and comfortable for you to use, only if you practice them. Try them on your spouse, your children, your colleagues and friends. Imagine every answer you could possibly get, and realize that your enrollment goals will be met ONLY if you ask a closing question in each and every inquiry conversation or visit.
Best wishes and happy enrollment building.
Julie Wassom
“The Speaker Whose Message Means Business”
Marketing and Sales Speaker/Consultant/Author
Call me: 303-693-2306
Fax me: 303-617-6422
E-me: julie@juliewassom.com
See me: www.juliewassom.com
