A Selling Method for Large Project Selling                   The Evans Group LLC                            August, 2006  ...
8 PER YEAR             2
AGENDAThe Evolution of Selling – Where we have been / Where we are Going                         What Not To Do           ...
The Evolution of Selling   Where we have been   Where we are going                           4
What Not To Do                 5
Old Model Of Selling           10% Intro/ Relate             20% Qualify           30% Presentation             40% Close ...
New Model            40% Trust            30% Needs            20% Present            10% Close                          7
SPIN Model   Building trust by asking the right      questions at the right time                                        8
Neil Rackham, a research behavioralist, was funded by major corporations to research the sales process as no one had done ...
“SPIN” An Acronym for the different kinds ofquestions that can be asked during the            sales process•   “S”ITUATION...
Basic Findings • In successful sales calls, it’s the   BUYER who does most of the talking • How do you get the buyer to ta...
Situation Questions• Asks for information that is current  (collects facts, information and  background info on existing s...
Research Found: – The more Situation Questions in a sales   call, the less likely it was to succeed – Most people asked a ...
Situation Questions Summary• DEFINITIION:          Finding out facts about  the buyer’s existing situation• EXAMPLES:     ...
Inexperienced peopledon’t link problemsand solutions…             Solution   Problem   Problem                Problem     ...
Experienced people see thelink between problems andsolutions – all too clearly                                       Solut...
Problem Questions• Most experienced  sales people spend their  qualifying time asking these -  (probes for problems, diffi...
Research found:  • Problem Questions are more strongly linked to    sales success than Situation Questions  • In smaller s...
Problem Questions Summary• DEFINITIION:                 Asking about problems;  difficulties or dissatisfactions that the ...
Implication Questions • Once a problem (Implied Need) has been   stated by the customer, the SPIN sales   person begins as...
• Research found:     • No other type of question had so much       influence on the customer’s decision to buy     • Extr...
Implication Questions Summary• DEFINITIION:              Asking about the  consequences or effects of a buyer’s problems, ...
Need – Payoff Questions • These questions investigate and develop the   customer’s needs, wants or desires for a   solutio...
Need-Payoff Questions Summary• DEFINITIION:            Asking about the value or  usefulness of a proposed solution• EXAMP...
THE SALES PRESENTATION• Sooner or later you have to  demonstrate that you have a solution to  help solve the buyer’s probl...
MOST SALES PEOPLE “TELL”THROUGHOUT SALES PROCESS,   THEN “ASK” FOR ORDER                    26
SPIN SALES PEOPLE “ASK”   THROUGHOUT THE SALESPROCESS AND THEN “TELL” THE PROSPECT WHAT TO DO NEXT                      27
CALL OUTCOME•   Obtaining the RIGHT Commitment    –   In simple sales there are two possible        call outcomes         ...
Obtaining Commitment • Top sellers close more calls, more   effectively, by:   – Turning Continuations into Advances   – U...
The Ease His Pain  Selling Method                    30
Putting it all Together for    Large Project Sales  A Selling Sequence at work here, too  Ten Business Needs of All Busine...
MAXIMIZING YOUR POTENTIAL … MASTERING THE SELLING SEQUENCE • Pre-Call Planning           •   Future Needs • Greeting Along...
TEN BUSINESS NEEDS1.    Increase Sales2.    Increase Profits3.    Attract New Customers4.    Retain Customers5.    Lower C...
BUT FIRST, I OBJECT!!!• Anticipate the Dealership objections• Handle them proactively• What are they?                     ...
I OBJECT!!!•   You’re too small•   You’re too big•   You don’t know our business•   You’re too far away•   We do it oursel...
Don’t forget these useful expansion for learning          tips: • Mirroring • Extending • Summarizing                     ...
To Mirror is to utilize a key  word in the customer’sanswer back to them as a question for more detail. •   “Effective?” •...
It’s easy to get them to extend upon details –        just ask!• “Tell me more”• “Then what happened?”• “What happened nex...
And now, the most  important 5 words in      listening…“So what you are saying is …”The mark of a good listener. Gives you...
I OBJECT!!!!!!•   Anticipate the Business Objections•   Practice Handling Them•   Utilize Testimonials. . .•   “We’re too ...
Ease his Pain                                               Pre-call PlanningPREPARE                                Trial ...
To know ones objection…                      … is to know his Pain           Pre-call Planning                      Pre-ca...
Is it Safe?Pain Probing Method                      43
44
Is it Safe?           Pre-call Planning        Probing during the Interview                  #3          FIND THE PAIN    ...
THE BRIGHT LAMP QUESTIONS      too many are interrogatingThey provide facts or background - set the stage for problemquest...
Is it Safe?          Pre-call Planning       Probing during the Interview                 #4       EXPOSE THE PAIN     ASK...
THE COUCH QUESTIONS                                     help identify the problem/painIsolate and confirm problem/need    ...
Is it Safe?               Pre-call Planning           Probing during the Interview                       #5           CONF...
THE EXAM ROOM QUESTIONS                              get at the seriousness of the problemThey link problems and identify ...
Ease His Pain Trial Closing         Method                              51
52
Ease his Pain             Pre-call Planning     Trial closing during the Interview                   #6              PRESC...
TAKE THE JUMP QUESTIONS                              allow you to test a solutionThey need you to summarize first         ...
Testimonials help when     you get shut down on the trial close         you dont understand yet        the buyer needs mor...
Ease his Pain                               Pre-call Planning                         Presenting during the Interview     ...
Understand thatAnything you say during a sales call that is not followed by a ?              Is either a Presentation or a...
Ease his Pain                Pre-call Planning     CLOSEing THE DEAL during the Interview                     #9          ...
TYPES OF CLOSING         AFTO         AFTO         AFTO      Written Close       Oral Close    Ben Franklin Close  The Sha...
Oral Close• Nothing more than a question you ask• The simplest, easiest and best close to  master          “What’s your PO...
Written Close • “Let Me Make A Note    Of That” Close • Answer a question with a question   – Q - Does it come in walnut? ...
• The basic written close is this, “Mr. Customer,  I’m just writing it down for reference, to  organize my thoughts, and t...
The Assumptive Close If you’ve done everything properly and    know the products/services are right for    this customer, ...
The Benjamin Franklin BalanceSheet Close              Pros Cons Validate it with old Ben   – Remember him?   “Mr. Customer...
The Sharp Angle Close• In order to use this close,  you first have to maneuver the customer into  making a demand or expre...
The Secondary Question Close• Pose the major decision with a question, and  without pausing, add another question that is ...
The Higher Authority Close• A person known and  respected by the customer• Select the higher authority  figure in advance ...
The Similar Situation Close • When you find yourself with a prospect who   has an objection or problem similar to one   yo...
The My-Dear-Old Mother Close Whenever you ask a closing question, shut up!      The first person who speaks, loses!• Here’...
The “I’ll Think It Over” Close          • “Let me sleep on it”          • “Leave it with me and            I’ll get back t...
• What to do?  – Agree with them. Confirm the fact that    they are really going to think it over  – Make them squeak – as...
– Confirm that it’s the money  • If you are able to do this, all the other    objections wash away and with the    implica...
The Reduction to the RidiculousClose • “It’s higher than   we want to go.” • “Too much money!” • The first step is to   fi...
– Your goal, if you haven’t already figured it  out – is to reduce the objection to the  ridiculous– Once they see their c...
The Negative Close • Simple, effective close, but   needs practice to be done effectively • If you express doubt in your p...
The Puppy Dog Close • How do you sell   a puppy dog?   – Let them take it home     on a trial basis   – It works in busine...
• To insure 100% satisfaction, be sincere and  really mean what you are saying:     • Get the product there     • Call and...
• Don’t close. Shut up  • Ask again later. This time tell them it’s like a    puppy dog. Ask one simple question in a basi...
The “Why Don’t You LoveMe?” Close Use it with prospects, long term  customers, with a man or woman,  always sitting down a...
• One of two things will happen: You’ll close the     sale. Objections will come up honestly and you     can close the sal...
To Close Effectively You MustBRIDGE • Apologize   – Tell the customer you      don’t want to push, you     just want the s...
• Ask a Lead-In question:  – “These are all the things we’ve discussed    so far, and we have agreed on all of them,    co...
Understanding Tie Downs • Tie Downs are questions you put at the end   of statements that call for agreement from the   cl...
–   Aren’t you”–   Shouldn’t it?–   Wasn’t it?–   Isn’t that right?–   Can’t you?–   Wouldn’t it?–   Haven’t they?–   Won’...
Telephone Closing • Amplify your voice • Speak clearly • Don’t rush (especially when leaving voicemail   messages) • Stand...
Thou Shalt   Know Thy Competition!!!• Who are they?• What do they do well?• What don’t they do well?                      ...
If You Build It, They Will         Come      Closing Methods                             87
88
If you build it they will come .                           Pre-call Planningand Post-call Planning                        ...
Dont close too early                 ASK QUESTIONS           Brush up on your TestimonialBrush up on your applicable Featu...
If you find their pain, and if  you take your time, they          will close.                                 91
Next Steps             92
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Ease His Pain-Seminar

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An older presentation on a great subject; finding the pain the customer has and filling it.

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Ease His Pain-Seminar

  1. 1. A Selling Method for Large Project Selling The Evans Group LLC August, 2006 1
  2. 2. 8 PER YEAR 2
  3. 3. AGENDAThe Evolution of Selling – Where we have been / Where we are Going What Not To Do Old Model New Model SPIN Model Selling Sequence Ten Business Needs Real Life In The Trenches I OBJECT !! The Ease His Pain Selling Method Is It Safe? Pain Probing Method Ease His Pain - Trial Closing Methods Thou Shalt Know Thy Competition If… Next Steps 3
  4. 4. The Evolution of Selling Where we have been Where we are going 4
  5. 5. What Not To Do 5
  6. 6. Old Model Of Selling 10% Intro/ Relate 20% Qualify 30% Presentation 40% Close 6
  7. 7. New Model 40% Trust 30% Needs 20% Present 10% Close 7
  8. 8. SPIN Model Building trust by asking the right questions at the right time 8
  9. 9. Neil Rackham, a research behavioralist, was funded by major corporations to research the sales process as no one had done before. It spanned 12 years, covered 35,000 sales calls and required an investment of over $1,000,000. He documented every single behavior in the sales process 9
  10. 10. “SPIN” An Acronym for the different kinds ofquestions that can be asked during the sales process• “S”ITUATION• “P”ROBLEM• “I”MPLICATION• “N”EED – PAYOFF 10
  11. 11. Basic Findings • In successful sales calls, it’s the BUYER who does most of the talking • How do you get the buyer to talk? By asking SMART QUESTIONS in a particular sequence 11
  12. 12. Situation Questions• Asks for information that is current (collects facts, information and background info on existing situations) – “Who are your present suppliers?” – “What kind of delivery are you receiving?” 12
  13. 13. Research Found: – The more Situation Questions in a sales call, the less likely it was to succeed – Most people asked a lot more Situation Questions than they realized – Successful salespeople ask these questions economically. They do their homework. They find basic factual information from other sources, NOT THE BUYER 13
  14. 14. Situation Questions Summary• DEFINITIION: Finding out facts about the buyer’s existing situation• EXAMPLES: “How many people do you employ at this location?” “Could you tell me how the system is configured?”• IMPACT: Least powerful of the SPIN® questions. Negative relationship to success. Most people ask too many• ADVICE: Eliminate unnecessary Situation Questions by doing your homework in advance 14
  15. 15. Inexperienced peopledon’t link problemsand solutions… Solution Problem Problem Problem BUYER SELLER 15
  16. 16. Experienced people see thelink between problems andsolutions – all too clearly Solution Problem Problem Solution Problem Solution BUYER SELLER 16
  17. 17. Problem Questions• Most experienced sales people spend their qualifying time asking these - (probes for problems, difficulties or dissatisfaction) – “Are backorders a problem for you?” – “Have you been experiencing any quality problems with your product?” 17
  18. 18. Research found: • Problem Questions are more strongly linked to sales success than Situation Questions • In smaller sales, the link was strong; the more Problem Questions asked, the greater the success of the call • In larger sales, or where there was an ongoing relationship between buyer and seller, Problem Questions were not strongly linked to sales success • The ratio of Situation to Problem Questions asked by sales people is a function of their experience. Experienced Sales people ask a higher proportion of Problem Questions 18
  19. 19. Problem Questions Summary• DEFINITIION: Asking about problems; difficulties or dissatisfactions that the buyer is experiencing with the existing situation• EXAMPLES: “What makes this operation difficult?” “Which parts of the system create errors?”• IMPACT: More powerful than Situation Questions. People ask more Problem Questions as they become more experienced at selling• ADVICE: Think of your products or services in terms of the problems they solve for buyers – not in terms of the details or characteristics that your products possess 19
  20. 20. Implication Questions • Once a problem (Implied Need) has been stated by the customer, the SPIN sales person begins asking Implication Questions – linking one problem already stated to another problem that might also be occurring because of the first problem) • Take a problem the buyer perceives to be small and develop and demonstrate to the buyer, through questions, that the problem is large enough to justify his action 20
  21. 21. • Research found: • No other type of question had so much influence on the customer’s decision to buy • Extremely difficult to ask • 95% of all sales training dollars are spent on product knowledge and technical selling skills• Many sales people think they are already asking these questions and may, but the key is linking problems and solutions 21
  22. 22. Implication Questions Summary• DEFINITIION: Asking about the consequences or effects of a buyer’s problems, difficulties or dissatisfactions• EXAMPLES: “What effect does that problem have on output?” “Could that lead to added costs?”• IMPACT: The most powerful of all questions. Top salespeople ask lots of Implication Questions• ADVICE: These questions are the hardest to ask. Plan them carefully before key calls 22
  23. 23. Need – Payoff Questions • These questions investigate and develop the customer’s needs, wants or desires for a solution to the problems you have exposed. Increases a customer’s desire for a solution to a problem: – “Is it important for you to solve this problem?” – “Why would you find this solution so useful?” – “Is there any other way this could help you?” 23
  24. 24. Need-Payoff Questions Summary• DEFINITIION: Asking about the value or usefulness of a proposed solution• EXAMPLES: “How would a quieter printer help?” “If we did that, how much could you save?”• IMPACT: Versatile questions used a great deal by top salespeople. Positive impact on customers who rate calls high in Need-Payoff Questions as helpful and constructive• ADVICE: Use these questions to get buyers to tell you the benefits that your solution can offer 24
  25. 25. THE SALES PRESENTATION• Sooner or later you have to demonstrate that you have a solution to help solve the buyer’s problems• In large sales, introducing your solution later is clearly more effective than sooner 25
  26. 26. MOST SALES PEOPLE “TELL”THROUGHOUT SALES PROCESS, THEN “ASK” FOR ORDER 26
  27. 27. SPIN SALES PEOPLE “ASK” THROUGHOUT THE SALESPROCESS AND THEN “TELL” THE PROSPECT WHAT TO DO NEXT 27
  28. 28. CALL OUTCOME• Obtaining the RIGHT Commitment – In simple sales there are two possible call outcomes 1. An Order 2. No Sale – In large sales, it may result in an action that moves you closer to the sale – An Advance – a successful outcome – The key is getting buyer agreement on an action that moves you towards the sale, if it doesn’t – A Continuation – an unsuccessful outcome 28
  29. 29. Obtaining Commitment • Top sellers close more calls, more effectively, by: – Turning Continuations into Advances – Understanding what kind of Advance can make the call successful – Setting realistic closing objectives that move the sale forward 29
  30. 30. The Ease His Pain Selling Method 30
  31. 31. Putting it all Together for Large Project Sales A Selling Sequence at work here, too Ten Business Needs of All Businesses Spin Selling Questions Useful Listening and Closing Tips 31
  32. 32. MAXIMIZING YOUR POTENTIAL … MASTERING THE SELLING SEQUENCE • Pre-Call Planning • Future Needs • Greeting Along the Path • Problem Solving • Rapport Building • Exiting • Make Another • Want Lists, Order Guides or Call? Inventory • Review Ordering History • • Walking the Catalog(s)/Sell Post-Call Systems Planning • Flyers and Hot Sheets • Samples & New Ideas 32
  33. 33. TEN BUSINESS NEEDS1. Increase Sales2. Increase Profits3. Attract New Customers4. Retain Customers5. Lower Costs6. Attract & Retain Quality Personnel7. Stay Out of Regulatory Trouble8. Reliable Source of Goods and Services9. Improve Cash Flow10. Create A Competitive Advantage 33
  34. 34. BUT FIRST, I OBJECT!!!• Anticipate the Dealership objections• Handle them proactively• What are they? 34
  35. 35. I OBJECT!!!• You’re too small• You’re too big• You don’t know our business• You’re too far away• We do it ourselves 35
  36. 36. Don’t forget these useful expansion for learning tips: • Mirroring • Extending • Summarizing 36
  37. 37. To Mirror is to utilize a key word in the customer’sanswer back to them as a question for more detail. • “Effective?” • “Broken?” • “Difficult?” • “Impossible?”Learn more about their pain from their detailed response. 37
  38. 38. It’s easy to get them to extend upon details – just ask!• “Tell me more”• “Then what happened?”• “What happened next?” 38
  39. 39. And now, the most important 5 words in listening…“So what you are saying is …”The mark of a good listener. Gives you an opportunity to confirm details or the pain. 39
  40. 40. I OBJECT!!!!!!• Anticipate the Business Objections• Practice Handling Them• Utilize Testimonials. . .• “We’re too far along in the opening• – That’s the same way Customer B felt. . . 40
  41. 41. Ease his Pain Pre-call PlanningPREPARE Trial Closing during the InterviewTESTIMONIALS # 4 AND # 7AND KNOW A CURED PATIENTPRACTICE THEM AN EFFECTIVE TESTIMONIALTu Setinways was in the same situation, trapped in the new store openingtornado. It’s a real storm cloud of activity isn’t it?Tu found that we were able to quote his job from his plans while he managedthe job site with the General Contractor.We gave Tu a competitive price in a few days without any site interruption.With our great attention to detail and our stocked items, Tu found ourDealership was able to consolidate his order and alleviate the chaos of dropship equipment cluttering the job site before it was needed.Jason was glad he met us and let us into his evaluation process even at thelast minute. Today, we are doing Tu’s 10th store! 41
  42. 42. To know ones objection… … is to know his Pain Pre-call Planning Pre-call Planning #1 #2 DIAGNOSE ANTICIPATE THE PAIN THE OBJECTION too much to do to open a new store too far along in the process UNDERSTAND THAT WHY UNDERSTAND THAT ANY A CUSTOMER BUYS DEALER SALES OPPORTUNITY IS HAS TO SOLVE A BUSINESS NEED THE SAME OBJECTION POTENTIAL TEN BUSINESS NEEDS DEALERSHIP OBJECTIONS INCREASE SALES 1) INCREASE PROFITS 2) ATTRACT NEW CUSTOMERS RETAIN CUSTOMERS 3) LOWER COSTS ATTRACT & RETAIN QUALITY PERSONNEL 4) STAY OUT OF REGULATORY TROUBLE 5) RELIABLE SOURCE OF GOODS AND SERVICES 6) IMPROVE CASH FLOW CREATE A COMPETITIVE ADVANTAGE 7) 42
  43. 43. Is it Safe?Pain Probing Method 43
  44. 44. 44
  45. 45. Is it Safe? Pre-call Planning Probing during the Interview #3 FIND THE PAIN ASK SITUATIONAL QUESTIONS1)2)3) 45
  46. 46. THE BRIGHT LAMP QUESTIONS too many are interrogatingThey provide facts or background - set the stage for problemquestionsTypes: Are you. . . ? Do you know if . . .? Have you. . .? How many. . .? What kind of. . .? How old. . .? Did you. . .? How do you. . .? Whos in charge of. . .? Whats the. . .? How much. . .? Am I right in thinking that. . .? When did you first notice that. . ? Has the . . .remained. . .? Have the number of. . .increased. ? Does the . . .? Is there. . .? What is . . .?These questions get at facts! Buyers get bored with too many! Remember the one word mirror!!! study? finalize? create? problem? issue? broken? not helpful? tough? difficult? 46 then be quiet
  47. 47. Is it Safe? Pre-call Planning Probing during the Interview #4 EXPOSE THE PAIN ASK PROBLEM QUESTIONS1)2)3) 47
  48. 48. THE COUCH QUESTIONS help identify the problem/painIsolate and confirm problem/need No problem? - Nothing to solve Types: Are concerned that . . .? Are you worried that . . .? How are you handling . . .? Is it hard to . . . ? Do you have any problem with . . .? Have you had any difficulty with. .? Does that concern. . .? How long does it take. . .? How often. . .? Where is the breakdown. . .? How satisfied are you . . .? Are there parts that. . .? Could you explain. . .? Are you worried about . . .? Who usually has to deal with. . .? Where. . .? When . . .? What happens. . .? These surface buyers feelings! Going to fast is risky-know first! Remember tell me more!!! what else can you tell me? really? youre kidding? tell me more about that? can you believe it? does that happen a lot? could that be the cause? could you expand on that? could there be other factors? 48 then be quiet
  49. 49. Is it Safe? Pre-call Planning Probing during the Interview #5 CONFIRM THE PAIN ASK IMPLICATION and NEED QUESTIONS1)2)3) 49
  50. 50. THE EXAM ROOM QUESTIONS get at the seriousness of the problemThey link problems and identify How big the problem(pain) is Types: Has that affected . . . ? Has that led you to . . . ? How has that impacted . . .? Could that be causing . . .? How much do you estimate that. . .? Have these problems. . .? Could an increase in . . .? How might that affect. . .? How often does that. . .? What does that result in. . .? Does that ever lead to. . .? What are the implications of . . .? How will the team. . .? Do you feel there is a risk. . .? What are the downsides of . . .? Are you going to keep up. . .? Are you going to be able. . .? Can you talk about. . .? These intensify the pain!!! Create self-awareness of the pain!!! Remember to summarize first- So what yourre saying is. . . So what yourre saying is. . . So what yourre saying is. . . So what yourre saying is. . . So what yourre saying is. . . So what yourre saying is. . . So what yourre saying is. . . So what yourre saying is. . . So what yourre saying is. . . 50 Summarize often-creates a listener!
  51. 51. Ease His Pain Trial Closing Method 51
  52. 52. 52
  53. 53. Ease his Pain Pre-call Planning Trial closing during the Interview #6 PRESCRIBE THE REMEDY FOR THE PAIN1)2)3) 53
  54. 54. TAKE THE JUMP QUESTIONS allow you to test a solutionThey need you to summarize first Then take a try at closing Then what youre saying is. . . If you had a . . That would solve.. . Having that. . Is important. . . By getting. . .you be able. . . . Knowing that. . . By working with a reliable . . . So what youre saying is. . . If we could shorten. . . So what youre saying is. . . It would be a help if. . . So what youre saying is. . . You could save if . . . . . Establishing a . . . Knowing that . . . Create a pain summary. Test your remedy. 54
  55. 55. Testimonials help when you get shut down on the trial close you dont understand yet the buyer needs more time the buyer needs to sell himself You need more time Have more than one Testimonial ready what related examples could work?1)3)2)3) 55
  56. 56. Ease his Pain Pre-call Planning Presenting during the Interview # 3 AND # 8 PRESENT the features and benefits of of your Dealership1) TOOL PROBLEM IT SOLVES You rD e al e rsh 2) F ip B 3) F B 56
  57. 57. Understand thatAnything you say during a sales call that is not followed by a ? Is either a Presentation or a Close If you have not properly exposed the Pain, you will be asking for the Objection to raise it’s ugly head MAKE SURE YOUR SITUATIONAL QUESTIONS PROBLEM QUESTIONS IMPLICATION QUESTIONS SUMMARIZING TECHNIQUES MIRRORING TECHNIQUES PROBING TECHNIQUES TRIAL CLOSING TECHNIQUES TESTIMONIAL STORIES Have all combined to isolate and intensify the pain that is relative to the objection you anticipate if you build the bridge they will come! 57
  58. 58. Ease his Pain Pre-call Planning CLOSEing THE DEAL during the Interview #9 PRESCRIBE AGAIN THE REMEDY FOR THE PAIN1)2)3) 58
  59. 59. TYPES OF CLOSING AFTO AFTO AFTO Written Close Oral Close Ben Franklin Close The Sharp Angle Close My Dear Old Mother Close Ill Think it Over Close Reduce to Ridiculous Close Negative Close Puppy Dog Close Bridge Tie-downCONFIRM NEXT STEPS have a reason to return. . . Gain agreement 59
  60. 60. Oral Close• Nothing more than a question you ask• The simplest, easiest and best close to master “What’s your PO number?” 60
  61. 61. Written Close • “Let Me Make A Note Of That” Close • Answer a question with a question – Q - Does it come in walnut? • A – Is that the color you want? – Q – Yes, I think so • A – Let me make a note of that As you write it down, you’ll probably be asked why, and might even say they’re not giving you an order 61
  62. 62. • The basic written close is this, “Mr. Customer, I’m just writing it down for reference, to organize my thoughts, and to be sure I have all the right information. I just don’t want to forget anything that would affect you.” – Ask as many questions as you can that the customer won’t hesitate to answer and while asking, write down things • Ask questions like: – Names, correct spelling? – Shipping Address? – Billing Address? – What else will you consider? – Where will you be using the product? 62
  63. 63. The Assumptive Close If you’ve done everything properly and know the products/services are right for this customer, but you sense hesitation – act and speak as if the customer is going ahead with the purchase 63
  64. 64. The Benjamin Franklin BalanceSheet Close Pros Cons Validate it with old Ben – Remember him? “Mr. Customer, all of us in America have long thought Benjamin Franklin one of our wisest, greatest men. You do, don’t you? Well, whenever Ben found himself in a situation like you’re in, he’d always think if it was the right or wrong thing to do. He always made up a yes and no list, he’d take a sheet of paper and list the pros and cons. Let’s do that.” 64
  65. 65. The Sharp Angle Close• In order to use this close, you first have to maneuver the customer into making a demand or expressing a desire that you can meet• Almost any benefit that people want can be sharp-angled: – Getting an order before a price increase – Guaranteed delivery by a certain date – Credit terms – Installation assistance – On-Site training – Color choices 65
  66. 66. The Secondary Question Close• Pose the major decision with a question, and without pausing, add another question that is an alternative advance involvement question – AKA…”The Colombo Close” • Example – “As I see it, John, you’re ready for a 30-quart mixer. You see it will reduce labor, make a better product, and you’re clear it’s the right brand. By the way, will you use it for dough, or a lot of different applications?” Losers Wing It – Winners Prepare 66
  67. 67. The Higher Authority Close• A person known and respected by the customer• Select the higher authority figure in advance (competition they have is great stuff to start with)• Recruit your higher authority figure and ask them to be a reference• Set your higher authority figure up for the specific sales situation• Set your customer up for the higher authority figure close• Close after the call 67
  68. 68. The Similar Situation Close • When you find yourself with a prospect who has an objection or problem similar to one you’ve already overcome, tell your prospect about the similar situation • The average sales person does this • To be a pro, you have lots of notes, when you need to prove a point, you get out the notes and show the customer how you’ve already solved the problem for someone else 68
  69. 69. The My-Dear-Old Mother Close Whenever you ask a closing question, shut up! The first person who speaks, loses!• Here’s a clever way to break the silence… when you’re talking and they are silent, what do you do? – Don’t push, Don’t cajole – Don’t be discouraged – Don’t be aggressive• Smile ear to ear. Stand relaxed “My dear old mother used to say, Silence means consent. Was she right?” 69
  70. 70. The “I’ll Think It Over” Close • “Let me sleep on it” • “Leave it with me and I’ll get back to you” • “I’ll let you know next week” – With any statement like this, they expect that you will leave and they will be free – If you are average – you will agree with them, and make notes to bring it up again next time. Your odds are now reduced by 80% 70
  71. 71. • What to do? – Agree with them. Confirm the fact that they are really going to think it over – Make them squeak – ask “John, you’re not just saying that to get rid of me, are you?” – Clarify and twist harder – ask “Have I don’t something wrong, are you questioning my integrity or how I’ll perform?” – Ask benefit questions – “Isn’t it the right product?” “Aren’t the terms right”, “So the problem really is money, right?” – Imply guilt – “Did I do something in my presentation that made you think I couldn’t delivery the goods right, or mislead you?” 71
  72. 72. – Confirm that it’s the money • If you are able to do this, all the other objections wash away and with the implication of guilt you can ask the right question: – “Will I get this order when you confirm the money? I thought you had decided it was an investment you had to make and from what you’ve said, I’m the guy. Want to get the order in now and get it over with? Come on, want to see a picture of my kids or my worn out shoe soles?” • Smile, be relaxed. Be fluid. Don’t be flashy. Don’t hesitate 72
  73. 73. The Reduction to the RidiculousClose • “It’s higher than we want to go.” • “Too much money!” • The first step is to find out how much is too much? Reduce it to the simplistic, also known as the “Lowest Common Denominator Close” • Specialize this to your company 73
  74. 74. – Your goal, if you haven’t already figured it out – is to reduce the objection to the ridiculous– Once they see their concern is larger than reality, the door is open– Close 74
  75. 75. The Negative Close • Simple, effective close, but needs practice to be done effectively • If you express doubt in your prospect’s ability to do something, he’ll tend to do it just to prove you are wrong 75
  76. 76. The Puppy Dog Close • How do you sell a puppy dog? – Let them take it home on a trial basis – It works in business too – Offer a guarantee of money back (let them try it). – Never close the sale while they are trying the goods. Just ask if it’s working, if they like it and shut up 76
  77. 77. • To insure 100% satisfaction, be sincere and really mean what you are saying: • Get the product there • Call and make sure it arrived, ask if they need any help, further instructions, have any questions. Solve any problems. Express concern that they want the product • Emphasize guilt as you call. Tell them you are sticking your neck out with your company, may have to pay a penalty to return it, but you want to do the right thing for them 77
  78. 78. • Don’t close. Shut up • Ask again later. This time tell them it’s like a puppy dog. Ask one simple question in a basic way, “I hope you are satisfied, did my gamble work?” “ I’m not going to get in trouble am I?” “Will you keep the product?”– This only works when you’ve done your homework, sold the right product, made sure they are using it right– When you know your customer you’ll give them the right product and imply guilt, if they even think of returning it! 78
  79. 79. The “Why Don’t You LoveMe?” Close Use it with prospects, long term customers, with a man or woman, always sitting down and hands clasped on the table (with sincere puppy dog eyes) “What am I doing wrong? Is it me? Have I not presented well? I understand you to say that you won’t buy from me. Give me some fatherly/motherly advise. Why don’t you love me?” 79
  80. 80. • One of two things will happen: You’ll close the sale. Objections will come up honestly and you can close the sale OR • You’ll learn what you do wrong. The customer will be brutally honest and you’ll learn for the future– It takes an incredible amount of practice. You must be smooth, soft and sincere. Not only will you learn a lot, but you’ll gain a real customer, filled with respect for you 80
  81. 81. To Close Effectively You MustBRIDGE • Apologize – Tell the customer you don’t want to push, you just want the sale • “I’m sorry, I thought you were ready to go ahead with the purchase” • Summarize, using tie-downs – “You wouldn’t talk to me if you didn’t have an interest, would you?” – “Have I and my company been good to you in the past?” – “So I’m just asking to be supplier to you. Do you mind my asking that?” 81
  82. 82. • Ask a Lead-In question: – “These are all the things we’ve discussed so far, and we have agreed on all of them, correct?”• Bridging is done between closes. It may be necessary to go from one close to another fluidly, and bridge techniques help the customer to know you are trying to understand their needs 82
  83. 83. Understanding Tie Downs • Tie Downs are questions you put at the end of statements that call for agreement from the client, leading them to a close • Most are leading questions, getting the client to elaborate on their thoughts about your statements. Examples: – Aren’t they – Don’t we? – Isn’t it? – Didn’t it” 83
  84. 84. – Aren’t you”– Shouldn’t it?– Wasn’t it?– Isn’t that right?– Can’t you?– Wouldn’t it?– Haven’t they?– Won’t They?– Couldn’t it?– Hasn’t he?– Hasn’t she?– Won’t you?– Doesn’t it? 84
  85. 85. Telephone Closing • Amplify your voice • Speak clearly • Don’t rush (especially when leaving voicemail messages) • Stand • Smile • Speak professionally • Vary your tone and inflection • Use picture-drawing words 85
  86. 86. Thou Shalt Know Thy Competition!!!• Who are they?• What do they do well?• What don’t they do well? 86
  87. 87. If You Build It, They Will Come Closing Methods 87
  88. 88. 88
  89. 89. If you build it they will come . Pre-call Planningand Post-call Planning # 1 and # 10 BE PREPARED . . .before, during and after. . . Know your selling SequenceAnticipate all Dealership objections prior to any call Thou Shalt Know Thy Competition!!!! Always build Business Rapport Write down your Goals for the Call Know the PAIN EXPOSURE Plan 89
  90. 90. Dont close too early ASK QUESTIONS Brush up on your TestimonialBrush up on your applicable Features and Benefits Summarize Summarize Summarize Summarize Summarize Summarize Summarize Summarize/Jump Is it Safe? AFTO AFTO AFTO Take notes for the next call Ease his Pain If you build it, they will come 90
  91. 91. If you find their pain, and if you take your time, they will close. 91
  92. 92. Next Steps 92
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