Conditional Close is one of my favourite techniques to close a sale. It helps me test the prospects view of my offer without any sense of pressure or threat. So I’ll try to close every sale with it, and as early in the sales process as possible. Please note it’s not a trick but a perfectly acceptable addition to any conversation. I just love the word “IF”. “If you do this, I can do that” or the other way around “If I do this, can you do that?”
When do you use the “conditional close“? Or rather, do you use the “conditional close“? And if so in which circumstances?
The biggest advantage is it takes any threat out of the question, implying there are acceptable alternatives. Whoever is asked the question doesn’t get to feel there are right and wrong answers. The next word needn’t be the end of the conversation. The “conditional close” is entirely hypothetical, which in some ways is why its so powerful.
Why does that matter?
Works for me because I like to ask very direct questions of prospects. My rabid commitment to qualification needs me to ask hard questions and keep doing it. So throwing in the odd conditional close can take away the threat, even though I put the question out there. And it’s surprising the answers we get.
When to use it?
This close is the busy sales guy’s best friend.
We can throw it in there on the first call e.g “prospect, you’ve explained what you’re looking for. If I can show you I have the best offer will you buy it?” Is perfect right at the start of the sales process. If the answer is no, or maybe, or depending we’ve uncovered a hidden objection, or lack of authority, or preferred vendor. If the answer is yes we have a hook to hang our close on, for later. Once we’ve done the proving we can ask for the order. S/he’s already said yes.
We can also use it right at the end, at closing time. It’s a great way of making the final concession without leaving the door open for more. “Lets get this thing done – you’ll feel better afterwards, promise.” 
“If I can offer this final ???? will you give me the order now?”
Conditional close does wonderful things for us:
- Qualify the opportunity
- Uncover objections
- Opens the door to closing the conversation
- Puts us in control, leaving the prospect to feel in control
Best of all it proves we’re professional, and nice guys too.
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