[8 Steps To A Live Presentation That Sells Series] Article #10 ~ The Test Close

When Iโm doing a 90-minute presentation, I donโt actually move into the close until I determine that the audience is ready to buy my program or service. (The close is the last part of your talk, where you present the benefits, features, and cost of what youโre selling that day.)
How in the world do I determine that the audience is ready to buy?
I test, which Iโll explain in a moment, and I also observe.
For instance, people in the audience taking notes is a very good sign. It means theyโre really interested in what Iโm saying.
Conversely, if people are sitting in the audience with their arms crossed, and thereโs not a whole lot of response going on, I havenโt gotten through to them yet. So I actually need to change what Iโm doing or I wonโt get many sales.
Test Their Readiness to Buy
I actually test the audienceโs interest and engagement throughout my speech.
Several times, Iโll ask, โIs this making sense?โ while raising my own hand. Then I see how many people in the audience are raising their hands as well. This tells me how many people are with me.
Until the majority of the hands go up in response to that question, I keep going and transforming my talk.
This requires me to do a little thinking on my feet. I may bring in other stories or testimonials or whatever I think is necessary to show the audience why they need the information I have. I do that until most of the audience is raising their hands.
Then I know theyโre ready for a โtest close.โ
Iโll ask, โHow many of you think that this would benefit you? How many of you would really like to double your income in the next 30 to 60 days?โ I raise my hand, and look at theirs.
If their hands arenโt up, they havenโt bought what Iโm selling yet, and Iโm not moving into the close until they do.
Now, obviously, if Iโm on someone elseโs stage, at a certain point, I have to close. I canโt be booted off the stage without closing. But, also, I canโt force or oversell the close.
The truth is, you donโt actually sell during the close. You sell prior to it. Think about it, if you havenโt sold them on the value of your program when youโre showing them in detail how it has transformed your and other peopleโs lives, youโre unlikely to sell them on it later.
However, once you have sold them on the value of what youโre offering, once thereโs a sea of hands in that room, you can safely move into the close. You can be confident that there will be a clamor for the back of the room ~ and a very nice payday for you and your promoter ~ when youโre done.
