Definition: The summary technique involves repeating the key points, agreements, and next steps in a concise manner during or at the end of a conversation. This recap ensures that both sides understand the same thing and gives the customer a sense of structure and clarity. In sales conversations, a good summary also serves to facilitate the transition to closing the deal (“Have I understood everything correctly? Then we can actually...”).

When to summarize:

• Interim conclusions: Especially in longer or complex consultations, it is helpful to summarize the stages in between. E.g., after determining needs: “Let me summarize briefly: So you want a form of investment that is secure but still yields some return, correct? And it is important to you that you remain flexible. Is that right?” – The customer confirms or corrects. This clarifies what the focus should be, and the customer sees that you have listened attentively.

• At the end of the consultation, before the decision-making phase: Here you summarize all the key benefits and agreements. “So we have discussed: Option A offers you X advantage, Option B offers Y advantage. The X advantage is more important to you, so you are leaning towards Option A. The price is ..., including service Z. Is that correct?” – Ideally, the customer nods. This summary often leads directly to the closing question (“Would you like to take option A?”). It's like a little recap that makes the customer say yes again to everything important – a natural transition to the final yes of the deal.

• After the negotiation or clarification of terms: “In summary, we will grant you free delivery and a 2% discount, in return you take the annual subscription and pay by the 30th of this month – agreed?” – This ensures that all points have been finally clarified and that there are no misunderstandings.

Advantages of summarizing:

• Clarification: Misunderstandings are revealed. If the customer meant something different, they can correct it now. It is better to clarify now than to have problems after signing the contract.

• Structure & security: Customers feel taken care of because the salesperson maintains an overview. Especially in consulting-intensive industries (finance, technology, real estate), customers appreciate a consultant who clearly summarizes all the important points at the end. It shows professionalism.

• Psychological anchor: What has been heard is anchored in the memory. Customers remember the summarized points better later on (“The broker clearly outlined everything again at the end, which I thought was good”).

• Transition to closing: As mentioned, the customer's summary agreement (“Yes, that's all correct”) is often the springboard to the final closing question or signature. The customer has basically already said yes to all the individual parts – the big yes is now easier.

Non-intuitive benefit: You might think, the customer has said everything themselves, so why repeat it? But it is precisely this repetition by the salesperson that has an effect: it shows appreciation (“I have listened to you, and it is important to me not to misunderstand anything”). Many customers find this very pleasant and professional, even if objectively nothing new is being said. In addition, customers like to hear a summary of their needs and benefits – it confirms to them that the conversation was productive. An almost psychological side effect: when the salesperson summarizes the positive aspects (“You save 20%, get better service, and exactly the solution you need”), it reinforces the motivation to buy.

Tips:

• Take brief notes during the conversation so that you don't forget anything at the end.

• Always ask for confirmation when summarizing (“Have I understood that correctly?”). This engages the customer and generates another small “yes.”

• Remain neutral in tone, factual but friendly. Don't sneak new sales arguments into the summary – it's about what has already been said.

• Conclude the summary with an action-oriented question: “Would you like to work with us under these conditions?” Or: “Are you ready to take the next step and place the order?” – This is the bridge to the conclusion.

A good summary is the crowning glory of any customer meeting. It is the bow on the package, summed up in a nutshell. This puts both you and the customer on the same page – literally one step closer to a successful conclusion. Customers reward you with satisfaction and trust because everything is clear and transparent. It is therefore an indispensable tool for concluding meetings confidently and professionally.