Just One More Thing
The classic Columbo close was the line he often used after the suspects thought Columbo was done speaking to them. He would turn and start to walk away, and just when the suspect began to breathe a sign of relief, Columbo would turn and say, "just one more thing." The question or statement that followed that brief statement would always pack an incredible punch.
So what can sales professionals learn from Columbo? Plenty, and it all starts with "just one more thing."
The Doorknob Technique
When you are visiting with a customer, 9 times out of 10, the customer will have their guard up. They have dealt with hundreds of sales professionals and have, most likely, been in situations when the sales pro used hard closing techniques on them. This experience creates a natural resistance that many feel towards sales professionals. Add to this the public perception that sales professionals will say whatever it takes to close a deal and you can understand why guards are raised during many sales calls.
As soon as the customer thinks the sales call is over, she will begin to drop their guard. The doorknob technique, much like the Columbo close, saves the closing question till after the customer feels that the sales call is over. Then, when the guard is down and your hand is on their doorknob, you turn and say, "just one more thing."
Pressure Can Build Quickly
The thing about the Columbo or doorknob close is that the question or statement you make right after your "just one more thing" statement, needs to be powerful, effective and have pinpoint accuracy. In most cases, the customer will answer the question honestly and quickly. But once the customer realizes that they are still in a sales call, they will raise their guards again.
The question you ask during this brief low guard should be one that is intended to uncover a hidden customer objective. Once the customer answers the question, presumably with their "true" objection, you have an opportunity to speak directly to the objection. If the customer reveals that she thinks your pricing is too high, you can quickly begin negotiating or building additional value.
Example Columbo Questions
While every sales profession is different and requires different questions and processes, there are a few Columbo closes that seem to be effective in most sales situations.
Just one more thing I forgot to ask, what will your final deciding factor be in your decision?
Just one more thing, what is more important to you: Low price or high value?
Oh, I almost forgot to ask about when you will be making a final decision?
A Final Word on Columbo
The Columbo Closing Technique is a fun method to uncover hidden customer feelings. It is amazing what people will say when they feel that they are under no pressure. But you also need to be prepared for the answer. When under pressure (whether intense or slight,) most customers will be very careful about what they say. They present themselves to you as they want you to view them. But in that brief moment when they feel the pressure is off, what they may tell you may not be want you want to hear.
If, for example, your Columbo question is something about whether or not the customer would really ever leave their current vendor, they may respond that "it would take a lot." Answers that you do not want to hear may be the exact answers that you need to hear. They may tell you that you need to work much harder at earning trust or building rapport. They may tell you that your products or pricing don't measure up to your competition. And they may tell you that you should invest your time and energy with different customers.