Mark Zokle on “Golden Bridge” Close

Mark Zokle

A famous Chinese general once said the best way to defeat your enemy was to build them a golden bridge. According to Mark Zokle, this suggests that paving a path for an enemy is more desirable than starting a fight. We can borrow this idea for sales strategies by pointing out undesirable options or nearly impossible circumstances, which are likely to gently guide the customer to pick out exactly what you want them to want.

Mark Zokle uses the following scenario as an example:

I’m sorry, we’re out of the pool with the powder coated steel frame. Oh, no, I don’t recommend the 18-foot option, all of our other customers say they wish they had purchased the 30 foot pool. What’s that? Yes, we have our newer model in stock, I will show it to you.

In this example, the salesperson is steering his customer to a better product at a slightly higher price. Mark Zokle explains that the customer will benefit from having a better swimming pool and the salesperson will likely receive a higher commission for selling one of the newer models.

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Mark Zokle | Give and Take

Mark Zokle

In the world of sales it is sometimes necessary to give and take in order to close the deal, says marketing expert Mark Zokle.

The give and take close is one tactic utilized by sales professionals to encourage potential customers to buy a product or service. Mark Zokle describes this method as highly psychological. When people feel as though something is first within their reach, but then it’s not, they want to take back control. In the case of sales, this means they want to obtain ownership of the product being offered.

Mark Zokle uses the following scenario as an example:

Yes, we have the vehicle you were looking for in stock. Oh, wait, the one with the sunroof has already been reserved for another customer. They will be here tomorrow to get it. However, if you are ready to buy now I could probably get them a replacement before anyone notices.

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No Joke: The Humor Close Works, Says Mark Zokle

Mark Zokle

If you have found yourself in a difficult situation, one way to lighten things up is to make light of the circumstances. According to sales expert Mark Zokle, a little bit of humor can go a long way in loosening things up – even purse strings during a difficult sale.

Mark Zokle uses this example:

Yes, it’s a very nice rug. It’s the same one Aladdin and Jasmine rode to Agribah. Now it’s ready to find a whole new world with you!

In this scenario, a rug salesperson is making reference to a popular Disney cartoon and using a play on words – A Whole New World is one of the most prolific songs from the movie. Mark Zokle explains that gentle humor such as this demonstrates you have a personality and knowledge of pop culture. A word of caution, however – avoid political or inappropriate jokes, even if the customer initiates.

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