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Closing Begins the RelationshipClosing Begins the RelationshipClosing Begins the RelationshipClosing Begins the Relationship
Chapter
Chapter
13
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
Chapter
Chapter
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Main TopicsMain TopicsMain TopicsMain Topics
The Tree of Business Life: ClosingWhen Should I Pop the Question?
Reading Buying SignalsWhat Makes a Good Closer?
How Many Times Should You Close?Closing Under Fire
Difficulties With ClosingEssentials of Closing Sales
Chapter
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Main TopicsMain TopicsMain TopicsMain Topics
Prepare Several Closing TechniquesPrepare a Multiple-Close Sequence
Close Based on the SituationResearch Reinforces These Sales Success Strategies
Keys to Improved SellingThe Business Proposition and the Close
Closing Begins the RelationshipWhen You Do Not Make the Sale
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The Tree of Business Life: Closing
Guided by The Golden The Golden RuleRule: Look for buying signals Be confident in your suggested
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
IT C
Ethi
cal Service
Builds
T r
u e
Relationships
TT T
T T T TT T T T
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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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Before You Close, What Should Be Done?
Ask a trial close
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Why Ask a Trial Close Before You Close?
To determine if the prospect is ready to buy, and
To determine if there are:ObjectionsQuestions
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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
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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
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If Objection Arises After the Close*
Prospect raises an objection
Prospect raises an objection
Response to the objection
Response to the objection Use a trial closeUse a trial close
Move into your presentation
Move into your presentation
Close the saleClose the sale
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Selling Process Buyer’s Mental Steps Prospecting
Preapproach
Follow-up & Service
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Desire
Conviction
Present Marketing PlanAvailability, Delivery,Guarantee, Merchandising,Installation, Maintenance,Promotion, Training, Warranty
Explain Business PropList Price, Shipping Cost,Discounts, Financing, ROI,Value Analysis
Suggest PurchaseProduct, Quantity, Features,Delivery, Installation, Price
MoneyAuthorityDesire
Action (Purchase)
Attention
Discussion Sequence
PresentationDiscuss ProductPresent Marketing PlanExplain Business PropositionSuggest Purchase
Discuss ProductShow FeatureExplain AdvantageLead into BenefitLet Customer Talk
Interest
Trial Close
Close
The Parallel Dimensions of Selling*
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Exhibit 13-1: Close When the Prospect is Ready
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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 buyAsking questionsAsking another person’s opinionRelaxing and becoming friendlyPulling out a purchase order formCarefully examining merchandise
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Exhibit 13-2: Answering a Prospect’s Buying Signal Question with a Question
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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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What Makes a Good Closer?
A good closer:Asks for the order and then remains quietGets the order and moves on!
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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
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
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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 Everything you do and say should consider
the customer’s point of view Never stop at the first “no” Learn to recognize buying signals
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Essentials of Closing Sales, cont…
Before you close, attempt a trial close After asking for the order, be silent Set high goals for yourself and develop a
personal commitment to reach your goals Develop and maintain a positive, confident,
and enthusiastic attitude toward yourself, your products, your prospects, and your close
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Exhibit 13-5: Twelve Keys to a Successful Closing
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The Last Key to Successful Closing is to “Leave the Door Open. Act as a Professional.” How Can That Be Done?*
Always place the customer’s needs first Treat a customer as you would your
grandmother Be a person of character, integrity, and
trustworthy If your product will help the person, then you
will be back another day
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Exhibit 13-7: Techniques for Closing the Sale: Which Close Should be Used?
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Example: The Alternative-Choice Close is an Old Favorite
“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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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 Should be carefully studied
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Which Closing Technique Should I Use?*
*To answer that question you should first:Determine your approachCreate your presentation, thenDetermine how best to close
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Assume You Have Completed Your Presentation and are Getting Ready to Close
You remember to use a trial close before you ask the person to buy – if objections or questions arise, what phase of the prospect’s mental steps is the buyer probably in?* (Choose one)Attention InterestDesireConvictionPurchase
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The buyer is in the desire stage Which stage should the buyer be in before
you close?* (Choose One)Attention InterestDesireConvictionPurchase
Assume You Have Completed Your Presentation and are Getting Ready to Close, cont…
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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 trustedFeels the product will fulfill needs or solve
problemsWill reveal real concerns due to trust
Assume You Have Completed Your Presentation and are Getting Ready to Close, cont…
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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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The alternative-choice close is an old favorite The assumptive close The compliment close inflates the ego The summary-of-benefits close is most popular The continuous-yes close generates positive
responses The minor-points close is not threatening The T-account or balance sheet close was Ben
Franklin’s favorite
Prepare Several Closing Techniques
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Prepare Several Closing Techniques, cont…
The standing-room-only close gets action The probability close The negotiation close The technology close
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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…
By keeping several difficult closes ready in any situation, you are in a better position to close more sales
Multiple closes incorporate techniques for overcoming objections
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Exhibit 13-9a: Multiple Closes Incorporating Techniques for Overcoming Objections
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Exhibit 13-9b: Multiple Closes Incorporating Techniques for Overcoming Objections
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Close Based on the Situation
Different closing techniques work best for certain situationsCustomer is indecisiveCustomer is an expert or egotisticalCustomer is hostileCustomer is a friendCustomer has predetermined beliefsCustomer is greedy, wants a deal
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Exhibit 13-10: Examples of Closing Techniques Based on Situations
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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, 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 and how the benefits of the product or service can satisfy it
Establish a balanced dialogue with customers 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
The business proposition Use a visual aid to close
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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
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If After Your Presentation You Received a Positive Response to Your Trial Close, What Would You Do?*
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
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If After Your Presentation You Received a Negative Response to Your Trial Close, What Would You Do?*
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
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If After You Meet the Objection You Received a Positive Response to Your Trial Close, What Would You Do?*
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
CloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseClose
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Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
If After You Meet the Objection You Received a Negative Response to Your Trial Close, What Would You Do?*
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Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
If After You Close You Receive a Negative, What Would You Do?*
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Summary of Major Selling Issues
Be prepared to logically and clearly respond to your prospect’s objections
Basic points to consider in meeting objections Plan for them Anticipate and forestall them Handle them as they arise Listen to what is said Respond warmly and positively Make sure you understand Respond using an effective communication technique
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Summary of Major Selling Issues, cont…
Objections are classified as hidden, stalling, no-need, money, product, and source
Objections help you determine if you are on the right track to uncover prospects’ needs and if they believe your product will fulfill those needs
Objections show inadequacies in a salesperson’s presentation or product knowledge
Closing is the process of helping people make decisions that will benefit them
Constantly look and listen for buying signals from your prospect
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Tailor your close to each prospect’s personality Close in a positive, confident, and enthusiastic
manner Plan and rehearse closing techniques A good closer has a strong desire to close each sale Stay cool, determine any objections, try to close
again You can’t make a sale until you ask for the order!
Summary of Major Selling Issues, cont…
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