Struggling with how to tell if a prospect is interested? It might be time for a trial close.
Most reps rely on gut feel to gauge where a prospect stands. Body language, tone, how many questions they’re asking. The problem is that buyers are often polite by default. They stay engaged in conversations they have no intention of acting on, ask questions out of curiosity rather than intent, and avoid saying no directly because it’s uncomfortable.
That makes it genuinely difficult to know how to tell if a prospect is interested in moving forward or simply going through the motions. The trial close gives you a way to find out without putting the buyer on the spot or forcing a premature commitment.
The trial close, which is a contingency close (“If I do this, will you do that?”) can be a powerful tool when used correctly. While trial closes may seem weak (and rarely work for large commitments), they are incredibly effective in gauging a buyer’s interest in actually purchasing.
So, how can you use the trial close to your advantage?
The next time you’re at that critical stage of the sales process, consider using trial closes to test the waters. For example, you might say, “Hey, if we were to shift the conversation to be more technical, would you find that interesting?” or “If I were to bring a technical consultant with me on the next call, would you find that more compelling to free up your calendar?”
By using trial closes, you’re not just closing for a sale – you’re closing for interest. This approach is more likely to get your prospect engaged and help you discover what they really want to talk about.
The key to a successful trial close is its subtlety. When you ask a question based on a hypothetical scenario, you allow your prospect to express their true level of interest without feeling pressured. This can lead to more meaningful conversations and better insights into their priorities.
Incorporating trial closes into your sales strategy can help you to gauge buyer interest and move the conversation forward. It’s a way to validate interest and address concerns, all while keeping the dialogue open and productive.
The value of a trial close is not just in the yes. A lukewarm or deflecting response is equally useful information. If a prospect says “sure, maybe” when you offer to bring in a technical consultant, that tells you the concern isn’t urgent enough to prioritize. If they say “actually, yes, that would help a lot,” you know where to focus next.
Pay attention to the energy behind the answer, not just the words. A prospect who lights up at a hypothetical is showing you something real. A prospect who gives a polite non-answer is also showing you something real. Either way, you’re learning more than you would have by continuing the conversation without asking.
Trial closes work best at transition points in the conversation – moments when you’re about to shift direction, introduce a new resource, or move to a next step. They’re low-stakes enough that they don’t create pressure, but direct enough that they surface real intent.
They’re less effective as an opening move before any rapport has been established, or as a substitute for a direct ask when the deal is clearly ready to close. The trial close is a diagnostic tool, not a closing technique. Use it to learn where you stand, then use what you learn to decide what to do next.
If you’re not sure, ask a hypothetical. The trial close is the most low-pressure way available to surface genuine buyer interest without forcing a decision before the prospect is ready.
Careful application of the trial close can help you better determine your prospects’ interests and needs. By asking the right questions and closing for interest, you can engage prospects more effectively and keep momentum going. So, next time you find yourself unsure about a customer’s interest, remember the power of the trial close.
Want to sharpen the full closing conversation? Explore the Close the Deal™ methodology.