DO CLOSING TECHNIQUES DIMINISH PROSPECT TRUST

This study uses scenario methodology in an after-only field experiment that included 238 industrial purchasing executives. The impact of fiv e different closing techniques and a no-close condition on the prospec t's trust toward the salesperson was assessed. The ANOVA results indic ated statistically significant differences (at the .05 level) in prosp ect trust across the treatment groups. Although none of the mean value s indicated distrust [16], the highest ranking mean score for prospect trust occurred in the ''no-close'' scenario. This provides some evide nce that using a closing technique may diminish prospect trust, a prer equisite for an effective long-term relationship between a seller and a buyer. Consequently, even if the closing technique is of value in pe rsuading the prospect to buy on this particular sales call, its potent ially negative impact on the buyer-seller relationship must be conside red.