13-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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Closing Begins the Relationship

Chapter13

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When Should I Pop the Question?

Closing is the process of helping people make a decision that will benefit them

There are no magic phrases and techniques to use in closing a sale

Close when the prospect is in the conviction stage of the mental buying process

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Reading Buying Signals

A buying signal is anything that a prospect says or does to indicate that he is ready to buy Asking questions Asking another person’s opinion Relaxing and becoming friendly Pulling out a purchase order form Carefully examining merchandise

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What Makes a Good Closer?

A good closer: Asks for the order and then remains quiet Gets the order and moves on!

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Exhibit 13.3: The Moving Selling Process

A positive response to the trial close indicates a move toward the close

A negative response means return to your presentation or determine the prospect’s objections

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How Many Times Should You Close?

You must be able to use multiple closes Three closes is a minimum

You will learn how without being pushy

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Closing Under Fire

The first “no” from the prospect isn’t necessarily an absolute refusal to buy

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Difficulties With Closing

Closing is the easiest part of the presentation Salespeople may fail to close because:

They are not confident in their abilities to close Prospect does not need the quantity/type of

merchandise Improper development of customer profile and

customer benefit plan

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Alternative-choice close Which do you prefer? Would you prefer X or Y?

Assumptive close Assumes prospect will buy

Compliment close Inflates the ego

Prepare Several Closing Techniques

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Summary of Benefits close FAB’s

Continuous Yes close Develop a series of ?’s that the prospect must answer

Minor-Points close Make a low-risk decision

T-Account close Pros vs. Cons

Prepare Several Closing Techniques

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Prepare Several Closing Techniques, cont…

Standing Room Only close Motivate prospect to act immediately State that there is low inventory, not enough

supply…

Probability close Get a % confirmation of buying

Negotiation Close Compromise

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Example: The Alternative-Choice Close

“Would you prefer the Xerox 6200 or 6400 copier?” Study this question – it assumes:

The customer has a desire to buy one of the copiers The customer will buy

It allows the customer a preference It provides a choice between products, not between a

product and nothing By presenting a choice, you receive a “yes” decision

or uncover objections

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“Would you prefer the Xerox 6200 or 6400 copier?”

“I’m not sure,” says the customer (still in the desire stage)

Continue with your FABs

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If you see the customer likes both 6200 and 6400 and appears indecisive, you can ask: “Is there something you are unsure of?”

This question probes to find out why your prospect is not ready to choose

“Would you prefer the Xerox 6200 or 6400 copier?”

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Prepare a Multiple-Close Sequence

Different closing techniques work best for certain situations

Multiple closes incorporate techniques for overcoming objections

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Prepare a Multiple-Close Sequence, cont…

Keeping several closes ready puts you in a better position to close.

For Example: Begin with a summary close. If the buyer says no, rephrase the objection;

then use an alternative-choice close. If the buyer says no again and does not give a

reason, you could use the five-question sequence method for overcoming objections.

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Research Reinforces These Sales Success Strategies

Common salesperson mistakes resulting in unsuccessful sales calls Tells instead of sells, doesn’t ask enough questions Over-controls the call, asks too many closed-end

questions Doesn’t respond to customer needs with benefits Doesn’t recognize needs, gives benefits prematurely Doesn’t recognize or handle negative attitudes

effectively Makes weak closing statements, or doesn’t recognize

when or how to close

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Keys to Improved Selling

Ask questions to gather information and uncover needs Recognize when a customer has a real need State how the benefits of the product or service can

satisfy the need Recognize and handle negative customer attitudes

promptly and directly Use a benefit summary and an action plan requiring

commitment when closing

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The Business Proposition and the Close

For some salespeople, the discussion of the business proposition provides an excellent opportunity to close.

Use a Visual Aid to Close Visual aids work well for both discussing the

business proposition and closing.

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Closing Begins the Relationship

When you make a sale for the first time, you change the person or organization from a prospect to a customer.

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There are Eleven Closing Techniques in This Chapter, Each:

Is different Can be used with other closing techniques Helps you be a better communicator Helps you better serve others

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Which Closing Technique Should I Use?

To answer that question you should first: Determine your approach Create your presentation, then Determine how best to close

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Ideally, the salesperson should wait for signs that the person is in the conviction stage because a buyer in this stage typically: Has a strong conviction that you can be trusted Feels the product will fulfill needs or solve

problems Will reveal real concerns due to trust

Getting Ready to Close

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If You Close and Receive an Objection, What Should You Do?

Find out what the objection is

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After You Find Out What the Objection Is and Answer It, What Should You Do Next?

Ask a trial close to determine if you have overcome the objection

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If You Have Closed, Had an Objection Arise and Effectively Handled the Objection, What Should You Do

Next?

Close again! This is why you need a multiple-closing

sequence

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Know that you cannot always sell everyone Don’t take buyer’s denial personally Be courteous and cheerful Leave the door open

When You Do Not Make the Sale