The "Make it Better" Close

by Tom Hopkins

The “make it better” close can be used when customers tell you that they've done business with salespeople in the past who didn't call back and didn't give them good service, and they're afraid the same thing will happen with you. An important thing to remember is that you never knock the competition — knocking others makes you look small and petty.

Phraseology: “First of all, even though it wasn't my company, I apologize for times other companies have sold you products and then let you down with the follow-up and service. Let me assure you, our company will always be available to you and will contact you on a scheduled basis to make sure of your satisfaction. In fact, that's one of the reasons I chose to work with this company. We are always here for our customers. Your ongoing business is important to us, and I won't do anything to jeopardize the relationship we're establishing here today.”