99THTH EDITION EDITION

CHAPTER 13CHAPTER 13CLOSING THE CLOSING THE SALE AND SALE AND CONFIRMING THE CONFIRMING THE PARTNERSHIPPARTNERSHIP

Manning and Reece

13-2

LEARNING OBJECTIVES Describe proper closing attitude List and discuss guidelines for closing Explain how to recognize closing clues Discuss methods of closing sale Explain what to do when--Buyer says YES--Buyer says NO

See details Figure 13.1. 13-3

SIX-STEP PRESENTATION PLAN

1. APPROACH

2. PRESENTATION

4. NEGOTIATION

3. DEMONSTRATION

6. SERVICE

5. CLOSE

13-4

ATTITUDE TOWARD CLOSING

”Some closing methods can move the customer from indecision to commitment. When these methods are used effectively, the prospect will not feel pressured.…Closing should be thought of as the beginning of a long-term partnership.”

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buyplusdirect.com

See Figure 13.2 13-6

STRATEGIC PLANNING FOR CLOSE

Review barriers to saleReview barriers to sale Review closing guidelinesReview closing guidelines Prepare several closing Prepare several closing methodsmethods Plan to ask for order more than Plan to ask for order more than

onceonce Practice the closingPractice the closing

See Figure 13.2 13-7

ACTIONS DURING CLOSE Recognize closing cluesRecognize closing clues Focus on customer’s greatest interestFocus on customer’s greatest interest Handle tough points early Handle tough points early Avoid surprisesAvoid surprises Keep prospect involvedKeep prospect involved Display confidenceDisplay confidence Accommodate buyer’s styleAccommodate buyer’s style Ask for order more than onceAsk for order more than once

13-8

REVIEW VALUE PROPOSITION FROM

PROSPECT’S VIEW

LOSS OF LOSS OF OPTIONSOPTIONS

BUYER ANXIETIESBUYER ANXIETIES

FEAR OF FEAR OF MISTAKEMISTAKE REACTIONS REACTIONS

OF PEERS OF PEERS

13-9

GUIDELINES FOR CLOSING SALE Focus on key buying motivesFocus on key buying motives

Longer selling cycles require Longer selling cycles require multiple multiple commitmentscommitments Negotiate tough points before closeNegotiate tough points before close Avoid surprises at closeAvoid surprises at close Display confidence at closeDisplay confidence at close Ask for order more than onceAsk for order more than once Recognize closing cluesRecognize closing clues

See samples in text. 13-10

CLOSING CLUES-VERBAL

VERBALVERBAL--Questions--Questions--Recognitions--Recognitions--Requirements--Requirements

See samples in text. 13-11

CLOSING CLUES- NONVERBAL

NONVERBALNONVERBAL--Facial expression changes--Facial expression changes--Prospect nods agreement--Prospect nods agreement--Leans toward you--Leans toward you--Examines product --Examines product

literature intentlyliterature intently

13-12

SPECIFIC CLOSING METHODS

Trial closeTrial close Summary-of-Summary-of-

benefitsbenefits AssumptiveAssumptive Special Special concessionconcession

Balance sheetBalance sheet ManagementManagement Multiple Multiple optionsoptions Direct appealDirect appeal CombinationCombination

Figure 13.3 13-13

CLOSING WORKSHEET

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TRIAL CLOSE

Made at opportune timeMade at opportune time --”Can we ship in May?”--”Can we ship in May?”--”Will a $500 down --”Will a $500 down

payment be possible?payment be possible?--”Should our staff handle --”Should our staff handle

the installation?the installation?

See Figure 13.4. 13-15

TRIAL CLOSE OPPORTUNITIES

13-16

SUMMARY-OF-BENEFITS CLOSE

Reemphasize value-Reemphasize value-added buyer benefitsadded buyer benefits --”That’s $25 for each --”That’s $25 for each

lunch, four conference lunch, four conference rooms, and audio/visual rooms, and audio/visual support, plus our special support, plus our special meeting package.”meeting package.”

13-17

ASSUMPTIVE CLOSE

Asks for minor Asks for minor decision, decision, assumes assumes customer will customer will buybuy --Usually question about --Usually question about

minor pointminor point--”Should I put this on your --”Should I put this on your

account?” account?”

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SPECIAL CONCESSION CLOSE

Special inducement Special inducement offered if prospect offered if prospect signs signs --Sample inducements--Sample inducements

Sale priceSale price Liberal credit planLiberal credit plan

13-19

MULTIPLE OPTIONS CLOSE

Present several options Present several options Steps…Steps… 1.1. Configure more than one Configure more than one

product solutionproduct solution2.2. Stop when ample selection Stop when ample selection

presented presented 3.3. Remove less appealing Remove less appealing

options or productsoptions or products

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BALANCE SHEET CLOSE

Outlines reasons TO Outlines reasons TO buy and NOT to buybuy and NOT to buy

To Buy Not To Buy Not BuyBuy

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MANAGEMENT CLOSE

InvolveInvolve senior executives senior executives or sales manageror sales manager

--Makes prospect feel --Makes prospect feel important that your firm’s important that your firm’s higher-ups are involvedhigher-ups are involved

--Often used in auto sales--Often used in auto sales

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DIRECT APPEAL CLOSE

Ask for the order in a Ask for the order in a straightforward straightforward mannermanner --Should not come too early--Should not come too early--Gain prospect’s respect --Gain prospect’s respect

firstfirst

13-23

COMBINATION CLOSES

Sales person simply Sales person simply combines two or combines two or more more close methods close methods

Figure 13.3 13-24

SAMPLE CLOSING WORKSHEET

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PRACTICE THE CLOSE Make these 8 closing Make these 8 closing methods work better methods work better via practice via practice Use closing worksheetUse closing worksheet Try sample “script” on Try sample “script” on

sales managersales manager Use a camcorder, tape Use a camcorder, tape

yourselfyourself

Also see Figure 13.3. 13-26

CREATE YOUR OWN CREATE YOUR OWN CLOSING WORKSHEETCLOSING WORKSHEET

CLUE METHOD STATEMENT“Sounds good.” DIRECT APPEAL “Fine, please sign the order.”“What about the MULTIPLE “We offer 5% and financing?” OPTIONS and 4% with $100 down. Which do you prefer?”

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CONFIRMATION STEP Confirm sale and partnershipConfirm sale and partnership Reassure customer Reassure customer Buyer remorse—forms of regret, Buyer remorse—forms of regret,

fear, anxiety about salefear, anxiety about sale--Compliment buyer on wise decision--Compliment buyer on wise decision--Thank customer for order--Thank customer for order

13-28

WHEN BUYER SAYS NO Learn to manage disappointmentLearn to manage disappointment Focus on successFocus on success In win-win, there is never a real In win-win, there is never a real

winner or loserwinner or loser Consider methods to re-open sale Consider methods to re-open sale

at a later date at a later date Analyze lost salesAnalyze lost sales

Last slide Chapter 13. 13-29

FACING COMPETITION Some buyers want to look at Some buyers want to look at competing products/servicescompeting products/services Do all possible to help prospect Do all possible to help prospect

make an intelligent, informed make an intelligent, informed decisiondecision

Stress areas where your product Stress areas where your product is is superiorsuperior