Mark Zokle | Give and Take

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.

In the above, the sales representative plays off the customer’s desire for a specific feature: the sunroof. A sense of urgency is created by putting a timeline on when the customer’s competition is scheduled to take possession of this particular vehicle. While this does not always work, Mark Zokle has seen top closers use this method with great success.

According to Mark Zokle, the give/take close can also help you obtain full price for the product. For instance, if you are selling expensive dishes, you might comment that people have gladly paid retail in the past but let your audience know you are not willing to settle for retail just yet. Throw in a few “extra” items, such as silverware or cloth napkins, and focus on the value these free items add to the purchase price.

Note that the give-and-take closing method is most effective on items that are truly in scarce quantity, such as a vehicle with unique features. It typically does not work with custom-made products or those readily available elsewhere.