The most effective closers build a case, present evidence and close with logic
At the end of a trial, a prosecutor stands before a jury and reviews all the evidence presented during the case. The goal is simple: convince the jury to return a guilty verdict. That’s selling.
Remember this definition of selling: influencing the thoughts, emotions and actions of others. Persuading people to do what you want them to do. That’s selling — and that’s closing.
Prosecutors rely on police investigators, CSI teams and expert witnesses to gather the evidence needed to secure a conviction. Sales consultants, however, must play both roles, the investigator and the prosecutor, if they want to close more deals.
You’ve likely heard the phrase: sell with emotion, close with logic.
You cannot close someone who doesn’t want to buy. So make sure you are showing customers how great your vehicles are — not merely telling them. Selling has often been described as the transfer of enthusiasm. That means you must genuinely wow your customer during the vehicle presentation and demonstration drive.
Demonstrate the safety, comfort and convenience features. Highlight the technology. Let them feel the smooth ride. Let them experience the confidence in handling. Build desire first.
If you want to become a more effective closer, you must build a case — just like a prosecutor.
Asking smarter questions right from the welcome allows you to gather information, let’s call it evidence, that you will later use to close the sale.
Gather the Evidence
Closing does not begin at the desk. It begins at the greeting.
Asking smarter questions right from the welcome allows you to gather information, let’s call it evidence, that you will later use to close the sale.
Questions during the greeting, the trade-in appraisal, the discovery or needs assessment, the vehicle presentation, the demonstration drive and the post-test-drive recap all provide ammunition for the close.
Seeking affirmations during the presentation and drive also stacks the deck in your favour:
“Aren’t those seats comfortable?”
“Will the cargo area with the seats down be enough room for your trips to Costco?”
“Can you feel how smooth the ride is?”
“Do you like the confidence it gives you in the turns?”
Each yes becomes evidence.
Most CRMs today do not prompt the smart, qualifying questions needed to truly customize a presentation and demonstration drive. In many cases, the software was built years ago by people who have never sold a car.
Using an updated welcome or guest sheet is smart practice. Record answers and affirmations so you can reference them later when it’s time to close.
Close Like a Prosecutor
When your customer hesitates, this is your moment to step into the prosecutor’s role and close using logic.
For example:
Mr. Jackson, when you came in today, you mentioned you needed more room for your growing family, and the Starfire definitely meets that need.
You said you were tired of adjusting the driver’s seat every time your wife drove. This one has power seats with memory.
You told me heated seats and a heated steering wheel were important, and who could blame her?
You drove the two other vehicles you were considering and preferred the handling and styling of the Starfire.
You’re currently spending about $500 per month on fuel. This vehicle is 20 per cent more fuel efficient, which means you’ll save roughly $100 per month.
Your current vehicle needs tires and brakes. This one is essentially gas and go.
And after the test drive, you told me you’d rather be driving this to work next week than your current vehicle.
It sounds like this vehicle checks all the boxes. Is it the price, the payment or the trade value that concerns you?
Now you have moved from selling to negotiating. This is essentially a modern version of the Ben Franklin close — logic layered on previously agreed-upon facts.
Strengthen the Turnover
The information recorded on your welcome or guest sheet should also be shared with your sales manager. That allows for a stronger, more informed turnover if needed.
Welcome sheets are fully customizable to your brand, culture and sales process. If you’d like sample versions, email us and we’ll send them to you.
Final Thought
Update your qualifying process. Improve your tools. Ask smarter questions. Gather better evidence.
Then close like a prosecutor.
You’ll sell more vehicles because you’re closing with logic, not pressure.
