Take-home message: In the closing statement, the optician uses one of any number of techniques in the hope that the customer agrees to make the purchase.
As I mentioned in the last installment in this series, an optician attempts to close a sale using what is known as a closing statement. At its heart, a closing statement is a technique used to get the shopper to make a purchase decision—that is, to become a buyer.
A little Internet research will show that there are literally hundreds of closing statements. The following are a couple of my favorites. I use these all the time when engaging customers.
The assumptive close is used when the seller notices buying signals from the shopper (which has been discussed in a previous article) and the optician is convinced that he or she has established sufficient trust and value.
In this case, the optician might say: “Mrs. Arthur that frame really enhances your appearance and I am sure you will love the new digital progressive lenses. If you will have a seat at the dispensing table I will get the order started.”
Should the shopper take a seat at the dispensing table, it would be an indication that he or she has made the decision to purchase.
Another example of an assumptive close is: “Mrs. Arthur, I see you have Transitions lenses in your current eyeglasses. I assume you will want them in your new eyeglasses as well.”
If the shopper has enjoyed Transitions lenses in the past, he or she may simply nod or say, “Yes, I would like that.”