Closing the Sale

June 7, 2004

Use The “Feel, Felt, Found” Close for More Sales

By: Adams Hudson


World famous sales trainer Zig Ziglar made a fortune in sales before he made another one as a trainer. Then another one as an author, and another as a top speaker.

His sales career lasted so long because his methods worked and were repeated by thousands of students. One of his best and most famous closes is adapted here for your HVAC sales.

Your prospects are in a bind. They stammer their objections and you respond. They seek an understanding that you may have about your systems and offer, but they’re left woefully without … and can’t make a decision.

Here’s the most personable and helpful way to get them over the hump while using the genius of testimonials, all rolled into one.

“Mr. Homeowner, I can totally understand your concern and feel the same way. In fact, many of our other XXX (number) installations over the past XX years felt the same sense of indecision. But almost all of those people got other prices too. They did their research and weighed it all out.

“What they found after spending, oh, eight to twenty hours of additional appointments and shopping time is that our value was highest. They got all the benefits you see offered here (point to your proposal) from us — but even at a higher or lower price from others — weren’t able to beat the value.

“Either way you want to go is fine with me. You can spend a lot more time shopping to arrive at the same conclusion, or go ahead and schedule this installation now.”

See how simple and persuasive that is? If you have a presentation binder containing your competitor’s bids, you’ll be even more persuasive by showing them what others offer. But you can see that this relatively short close uses almost every persuasive trigger known without being pushy.

If they remain hesitant, a quick flip to your testimonials (also should in your binder) may put them over the top.

But remember, you express empathy in “I feel.” Then you recognize a similarity in “they felt.” Soon thereafter, you save prospects from the time and hassle of more shopping to reach the same conclusion with “they found.”

The “Feel, Felt, Found” close is among the most time-tested, clearly logical and emotional closes you’ll ever use. I feel you felt that others found the same thing to be true.


Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.

This information is brought to you by the
PHCC Educational Foundation .


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