What is “Post Closing” and Why Is it Important?

“Post closing” helps to prevent the prospect from “changing his mind” after he has made a purchase.  We do this by helping a new client reduce any “post purchase” doubts that may be entering his mind just after making the buying commitment.

Do you remember the thoughts going through your mind the last time you made a major purchase (i.e. automobile, home, life insurance policy, etc.)?  It is not uncommon for a person to begin to “second guess” his decision.  This is often called “Buyer’s Remorse.”  It does not always threaten the permanency of our sale.  However, it could … and it does make our new “best friend” (client) feel somewhat uncomfortable.  If we are convinced that our new client’s purchase is in his best interest (and by the way, if we do not feel that way we should stop selling what we are selling), then it is important that we help him maintain that feeling as well.

Some ideas for curing “Buyer’s Remorse” are as follows:

Make a sincere post closing statement:

“Mr. Prospect, I am going to make sure that this is the best investment you make this year!”

“Ms. Prospect, here is another copy of my business card.  Please keep it handy so if you have any questions about the operation of your new lawn tractor you can easily give me a call.”

“Mr. Prospect, have you given any thought as to what you are going to do with the additional savings that this copier is going to provide to the bottom line of your company?”

Give him one or more additional benefits that may not have been mentioned:

“Mr. Prospect, one of the other exciting benefits you get from driving this new Miata, is the smiles you see on the faces of all the young ladies you pass on the street.”

“Ms. Prospect, another benefit to buying a home in this neighborhood is that you are automatically enrolled as a member in the Pleasantville Garden Club.  I know you will enjoy that since you mentioned your plans to create a number of flower beds in the front yard.”

“Mr. Prospect, one of the additional benefits you will find of value with your new Acme Investment Account is your ability to access it day or night through the Internet.  As “hands on” as you seem to be in managing your portfolio, I know you will appreciate that.”

Remind the prospect of any ongoing support that is available to him, such as warranties or guarantees:

“Mr. Prospect, you may want to carry your Service Support Card with you.  You say you travel a great deal with your laptop and our Service Team will travel with you by way of that card.  You can reach them 24 hours a day 365 days a year.”

“Ms. Prospect, any time you happen to be driving near our dealership and you have some time, stop in to our state-of-the-art Service Department and we will wash your car free.”

“Mr. Prospect, if this battery ever fails to start your car, we will replace it with a new one at no cost to you.”

The above mentioned techniques for helping to “keep a sale a sale,” benefit the salesperson as well as the buyer.  “Buyers remorse” is an emotional attack that can easily undo a lot of quality work put into making a sale.  We must never assume the sale is over until his “check has cleared.”