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The Two Types of Closers

11-Jun-2012 3:11 PM | Steve Royal (Administrator)
By "Laughing" Larry Berger

Hi Folks,

Well I did it! I finally Joined RPCN.  So now I have the right to send in articles like this one to the web site.  I have to admit I'm a little bit nervous about it as this will be the first time I've shared my views on salesmanship without focusing the discussion on a specific individual who has already vetted my expertise to the point of paying me to help improve sales for their particular product or service.   I would greatly appreciate any feedback, so please use the information on my member profile or talk with me at a meeting and let me know what you think! Okay, are you ready? Here comes the article:
Hi, I'm Lawrence R. Berger. I'm a new RPCN member and I've also got well over 30 years of experience in sales and marketing.  Part of RPCN's mission, as I understand it, is for members to share their knowledge and, expertise with each other.

At practically every business forum I've been to there is always somebody who asks the question "How do I get more business?"  in one form or another .  My first question is "What kind of business do you want to run?"  There are basically two types when it comes to sales theory:

Big Ticket Closers and Small Ticket Closers
.  Let's take them one by one.

Big Ticket Closers:  Sales people of this type usually deal with products valued at $10,000 or more each. Examples include: real estate, commodities, energy production etc. These sales reps are used to talking to people with major money avalible to spend on such items and usually can be found wearing suits and ties.  Many can go 8 months two up to five years  to get a deal but since they operate on the "single  unit"  theory to make their money ( example: it may take a year for me to close a deal but If I can just Sell ONE,  I'm set!) .

Small ticket Closers: Sales people of this type usually deal with products priced under $500.00. Examples include: books, food, retail sales, and most products sold on the web.  Sales people who use small ticket or mass market theory work just as hard as Big Ticket Closers, but it often takes less time for them to close a deal (example: walk in to a Barnes & Noble and ask a sales person how to find a book; they walk you over and look it up on the shelf, take it down and hand it to you. that book's seller has just "closed" a sale and on average they do that 50-1,000 times a day!).   Their individual pay checks may be smaller than what a Big Ticket Closer makes, but if you average over a year and look at their tax returns,  you'll find they just might match up.

As a consultant you need to decide which theory of salesmanship you want to operate under.  There are many books written by big ticket closers but usually they have help from writers who by nature operate on mass market theory.  A small ticket closer may want to ask for a $50,000 investment from a bank but will usually consult a big ticket closer first.  I've worked under both theories in my day. For me small ticket is better, but that's me.  You have to decide for yourself, too.   I hope this helps!

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