At the end of a well-designed sales presentation, customers are like a pot of boiling soup – all the ingredients have been blended and it’s as hot as it’ll ever get.  When you have covered every aspect of your presentation and answered all their questions, customers are as “hot” as they’ll ever get.

If you remove the soup from the burner, it will cool.  Leave it off the stove for a few hours and it becomes cold.

Just like soup, customers cool off very quickly
That’s why salespeople must be reminded to close while the customer is hot.  Concentrate on easing the burden of making a “yes or no” buying decision by getting the customer focused on the benefits of your product or service.  Remember, customers like buying things they like.

Once the presentation has ended, customers are ready.  They will never be at a higher peak of readiness than at that moment.   It is at that precise time that the closing process must begin. Ask for the order.  One more prolonging statement or further explanation can set the customer off the burner.

A simple question
‘Does everything sound good to you?’ – is a trial close that solicits a “yes” answer.  If the answer is “no”, then solve the concern and ask the question again.  The prospect’s “yes” is their boiling point.  Move immediately to wrap up the sale:  “Great!  Then, the next step is to get things moving.”   Begin filling out the order and explain the process of product delivery or when the service will begin.  Don’t skip over any part of the process.
      
Ask for the order at the boiling point
Remember, if you don’t ask for the order at the “boiling point,” the customer is being removed from the burner and allowed to get cold.  It will be very difficult to ever regain that same “heat” again.

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