This archive report was first published on 25 September 2019.
September 25, 2019, marked a significant day in the world of sales, as a crucial concept was revealed to the public: closing is not a noun, but a verb.
According to experts, closing is an action, a process that requires effort and strategy to achieve. It is not a result, but a culmination of various signs and actions presented by the prospect.
One of the most effective ways to instigate closing is to focus on the little signs presented by the prospect. A seasoned salesperson will continually focus on these signs, building momentum towards the close.
For instance, a hawker may notice a woman glancing at a shoe and sense that she is interested in it. He will then invite her to try it on, using phrases like 'karibu, sister, kujaribu ni bure' (You are welcome to try it on). This movement is deliberate, shifting the girl's thinking from whether or not to try on the shoe to accepting the shoe at the end of the outstretched hand.
By phrasing instructions as suggestions, the salesperson can create a sense of ease and comfort for the prospect. He will then share with sincerity what he knows the prospect wants to hear, such as 'Hicho kiatu ni chako' (That shoe fits you perfectly).
Finally, the salesperson will make the final move, without seeking permission, and wrap the girl's 'old' pair saying 'Ni mia mbili tu' (It's just Sh200). This is the moment when the prospect decides to make the purchase, and the salesperson has successfully instigated the close.
