Relationship selling through service mkt 173 chap 12

Closing Begins the Relationship

McGraw-Hill/Irwin

Copyright © 2007 by The McGraw-Hill Companies, Inc. All

Chapter

12


Main Topics





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
12-2

The Tree of Business Life: Closing
When Should I Pop the Question?
Reading Buying Signals
What Makes a Good Closer?
How Many Times Should You Close?
Closing Under Fire
Difficulties With Closing
Essentials of Closing Sales

Chapter

12


Main Topics







12-3 

Prepare Several Closing Techniques
Prepare a Multiple-Close Sequence
Close Based on the Situation
Research Reinforces These Sales Success
Strategies
Keys to Improved Selling
The Business Proposition and the Close
Closing Begins the Relationship
When You Do Not Make the Sale

Chapter

12

The Tree of Business Life: Closing
Guided by The Golden
Rule:
Rule

 Look for buying signals.
 Be confident in your suggested


True

e

T

vic

Et
h ic

al

r
Se

T
T T
T T TT
T T T T
Builds




Relationships



I

C

order.
Prepare several closes for each
call.
Do not take “No” personally.
Remember that a successful close
begins your relationship.
You now prove your value with
ethical service and your new
relationship.


Closing
 Remember to do what’s best for the customer.
 Ask yourself, “Should they buy this?” If the


answer is no, tell them you don’t think they really
need the product.

If the buyer still wants to buy, let the Golden Rule
be your guide.


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 _____?___
stage of the mental buying process.


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.


Before You Close, What Should Be Done?

Ask a trial close


Why Ask a Trial Close Before You Close?
 To determine if the prospect is ready to buy, and
 To determine if there are:
 Objections
 Questions


Let’s Review! When Is It Time to Use a
Trial Close?*
 After making a strong selling point in the
presentation
 After the presentation but before the close
 After answering an objection
 Immediately before you move to close the
sale


Let’s Review! What Does the Trial Close
Allow You to Determine?
 Whether the prospect likes your product’s
FAB – the strong selling point
 Whether you have successfully answered
the objection
 Whether any objections remain
 Whether the prospect is ready for you to
close the sale

If Objection Arises After the Close*

Move
Move into
into your
your
presentation
presentation
Prospect
Prospect raises
raises
an
an objection
objection

Response
Response to
to
the
the objection
objection

Use
Use aa trial
trial close
close

Close
Close the

the sale
sale


The Parallel Dimensions of Selling*
Discussion Sequence
Discuss Product
Show Feature
Explain Advantage
Lead into Benefit
Let Customer Talk

Present Marketing Plan

Presentation
Discuss Product
Present Marketing Plan
Explain Business Proposition
Suggest Purchase

Availability, Delivery,
Guarantee, Merchandising,
Installation, Maintenance,
Promotion, Training, Warranty

Selling Process

Prospecting Money
Authority
Desire

Buyer’s Mental Steps

Preapproach
Approach

Attention
Interest

Presentation
Desire
Trial Close
Determine Objections

Explain Business Prop
List Price, Shipping Cost,
Discounts, Financing, ROI,
Value Analysis

Meet Objections

Conviction

Trial Close

Suggest Purchase
Product, Quantity, Features,
Delivery, Installation, Price

Close

Follow-up & Service

Action
(Purchase)


Exhibit 12-1: When Is It Time To Close?


When is it time to close?

Close When the Prospect Is Ready


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

Exhibit 12-2: Answering a Prospect’s
Buying Signal Question with a Question


Exhibit 12-3: 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.


What Makes a Good Closer?









Have strong desire to close each sale
Have positive attitude
Know their customers
Tailor presentations to meet each one’s specific
needs
Spend time preparing

Are alert
ABC
Do not stop on first “no”


What Makes a Good Closer?
 Ask for the order, and…be quiet (Shhhhhh)!
 Must put prospect in position of having to:
 Make a decision
 Speak first
 Respond to the close

 Get the order, and…move on
 Continuing to talk, may give
information that changes
buyer’s mind


How Many Times Should You Close?
 You must be able to use multiple closes.
 Three
___________closes
is a minimum.
to five
 You will learn how without being pushy

1? 2? 3?


Closing Under Fire

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


Closing Under Fire
 You must be able to ask a prospect, who may be
in a bad mood or may appear hostile toward you,
to buy


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.
 They determine that the prospect does not need the quantity or type
of merchandise or that the prospect should not buy.

 They may not have worked hard enough to develop a customer
profile and customer benefit plan.


Essentials of Closing Sales
 Be sure your prospect understands what you say
 Always present a complete story to ensure





understanding

Tailor your close to each prospect (80/20 Rule)
Everything you do and say should consider the
customer’s point of view
Never stop at the first “no”
Learn to recognize buying signals