An Examination of the Impact of Closing Techniques and Buyer Gender on Attitude toward the Salesperson

Abstract

The impact of 6 types of closing techniques as well as buyer gender on purchasing agents’ attitude toward the salesperson was examined in this paper. The study utilized scenario methodology in a 6 x 2 factorial after-only field experiment that included 241 purchasing executives. The closing techniques utilized were as follows: the (1) assumed close; the (2) either-or close; the (3) testamonial close; (4) the if-then close; (5) the impending event close; (6) a no close condition. The assumed close and the either-or close are both derivatives of the consistency principle of persuasion. The testamonial close is based on the strong tendency for individuals to model their behavior on referent others. The if-then close utilizes the norm of reciprocity which obligates people to repay gifts, favors, invitations, and concessions. The impending event close encourages the buyer to buy now before some known future event occurs which will make the terms of the exchange less favorable to the buyer. This close is based on the scarcity principle of persuasion which posits that as resources become scarce they become more valuable and there arises a penalty for waiting. The no close condition provided a test of whether closing in general affected attitude toward the salesperson.