Try Using Test Closes First

Closing a commercial real estate deal involves a series of small commitments before you get the big commitment at the end of the process.

These little commitments are sometimes referred to as “miniature closes.”

By simply agreeing to meet you, a prospect makes a mini commitment, and that’s a mini close for you. Similarly, you complete mini closes when prospects agree to review your listing proposal, introduce you to an additional decision maker at their company or admit that they need to change their current real estate situation.

Similar to mini closes are “test closes,” techniques you use to gauge how interested prospects are and how seriously they are considering doing business with you. If someone answers a test close in a way that’s desirable to you, they’re essentially making a commitment to you. Not only do test closes indicate whether you’re on the right track or making progress, they also help move the prospect closer to the final buying decision.

How do you do a test close? Often, they begin with simple words such as:

  • “If you…”
  • “What would happen if…”
  • “Before we move on…”
  • “If I understand you correctly…”
  • “In your opinion…”

Here are some examples of how each of the above language options can be used in actual selling situations:

If you leased this space, would it be easier to get your people back in the office?”

What would happen if you didn’t make this change?”

Before we move on, if we were to work together, how often do you want updates regarding your property?”

If I understand you correctly, the most beneficial result of occupying this building would be the paved outdoor storage lot, right?”

In your opinion, would it be worth an extra investment to get more prominent visibility and signage?”

Instead of being obsessed with the final close, focus on the next step in the process (the next small commitment.) Each time you get one of these commitments, you’re a little closer to the end prize, the big close. A test close can make the process flow easily.

Just keep working the prospect through all the steps in the selling process in the proper order, with adequate time at each step.

Jeff Beals helps you find better prospects, close more deals and capture greater market share. He is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. He delivers compelling speeches and sales-training workshops worldwide. He has spoken in 6 countries and 41 states. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.