Advanced Closing Clinic

Advanced Closing Skills www.daveyoho.com 703 591 2490 Entire contents are copyrighted by ©Dave Yoho Associates

Goals Shorten sales cycle Close m ore Build Value Close m at better prices ore Avoid cancellation or rescission Improve custom satisfaction er Improve professional selling skills

OBJECTIVE OVERVIEW OF FACE-TO-FACE SELLING Prospects most frequently purchase products/ services based on the following PERCEPTIONS: Credibility of salesperson Rapport with salesperson Consideration of their (the prospect's) value system Unique quality product/service tailored to their needs Product/service is superior to most other options Value equal to or exceeds price Ease, simplicity of purchase The seller is a knowledgeable specialist

Psychology of CLOSING Need We focus on developing need by persuading our prospects that they have problems with their current conditions. The more need (problems) we expose: the desire of want will increase to solve the problems. When you are unsuccessful in persuading your prospect that they have significant need they will not buy from you… regardless of price! Solution We persuade our prospects that our company, products, installation, warranty, post installation service and most importantly you, are the best solution to solve their problems and satisfy their needs. When you are unsuccessful at persuading your prospect that you provide their best solution, they will not buy from you… regardless of price! Urgency Urgency is automatically created when the content of the Solution matches the needs of the prospect . We persuade our prospects to place their order at the conclusion of the presentation. If you are unsuccessful in creating urgency by tailoring your presentation towards the prospects needs and providing them with the only solution, they will not buy from you… regardless of price!

Selling “The Science” Procrastination Objection Co-communication Sale SALES and appropriate Isolate and If I can will you? close to convert Solve Think, Shop, Money, Cost, When, How Yes Sleep, etc. Payment Soon, Etc.

THE SALES SYSTEM PREPARATION APPROACH RAPPORT WALK AROUND (NEEDS ASSESSMENT) COMPANY STORY PRODUCT PRESENTATION NO PRICE RESISTANCE PRESENTING THE PRICE PRICE RESISTANCE TRIAL CLOSE TOTAL OFFER CONCEPT CLOSE CLOSE AFFIRMATION BUTTON UP

Selling Yourself Greeting (script)  Properly Affirm Opening Statement (script)  Appreciation/ Question/ Control Value of the Visit (script)  Sets the Stage Survey (script/transition)  Validates  Discovers Values

PROXEMICS Keep the prospect to your right whenever possible Avoid placing anything on their desk (table) without permission Avoid authoritarian/ confrontational pos itioning (Fig . 1) -- Atte mpt to pos ition w ith pros pe ct (P) at de s k to the rig ht of the s ale s pe rs on.

REMOVING THE BLOCKS TO MORE PROFESSIONAL SELLING Arouse -- Affirm A Motivation (Motive-Action) Left vs. Right Brain Reactions Asking Questions C Learning to Listen Delayed Response Answering Questions With Questions I Layering Information (Data Bank) Analyzing Information D Determining How To Use It Auto Motivation

Uncovering “more” of the customers value system! What will they base their decision on? How will they go about gathering this information? Determine buying clues Write it Down, Feed it back– build more rapport Obtain Permission to ask for their business Transition to Company

Sell Your Company (What are the Components?) Create Desire for Solution- How are you different Show unique qualities of your company (script) Embedded Commands Post Negative Suggestion 3rd Party Layering– Tie Downs (script) Obtain Company Commitment (script)

YES/NO Permission to say Yes or No (script) – Only 3 things happen – Justify it – Lower the Wall of Resistance Transition to Product (script) Go get your Samples – Head Check (you and them)

Sell Your Product Present All The Options Consultive Selling Price Condition Eliminate the “perceived” Alternatives – If they Say it – they believe it

Avoid “Value Judging” Statements I like This… I think this is a great color My favorite thing is… These statements mean nothing to the customer and are your hot buttons… not theirs!

Sell Your Product  Present the Exclusives  Tie your exclusives to their needs Build Value-incrementally Set up the TOC Gain the Product Commitment (script)

PROSPECT’S PRICE/VALUE PERCEPTION NO YE S Unfavorable NEED x DESIRE Favorable COST = = need x desire Decision cost Decision

ELEMENTS WHICH REDUCE THE NUMBER AND STYLE OF OBJECTIONS ELEMENT PURPOS E R.E.P. method/P.R.E. principle Reduces price resistance Benefit-selling Relates features and advantages of product or service to their needs Structured methodology Avoids confusion, increases understanding Company story and product Speeds up prospect's & (service) - visuals customer's perception rate

Build Value with a System Present “options” with advantages and disadvantages  Present Alternatives - - Educate – continue to build trust  Price Condition- - Creates a price impression  Eliminate the option - - Let the customer eliminate  Present The Product in third party, followed by a question followed by an embedded command, price condition, gain commitment  Example: All of my customers tell me that when they replace their windows they’ll only invest in windows that have a warm edge spacer system, knowing what you know now what would you do? Because of your decision to replace with a warm edge window you will enjoy your new windows for a lifetime!

Price Condition; Gaining Commitments Get the little yes’s needed through Layering  Comparing (your product) to the other products available, which one do you think will last longer?  Can you appreciate why more and more families today are choosing (your product) over any thing else?  Does it stand to reason that (your product) might cost more than the others?  Would you Invest a little more to have this product over the others? This technique allows you to build value incrementally… caution, Do not over use!

Selling Your Price Reconfirm Your Commitments Remind them of their Standards Isolate Price Reaffirm Selections – Co Communication – Tie Down Selection – Walk the job again

Selling your Price Maintain Rapport S.A.L.E.S. Closing System Complete the steps Sequence of Events Warm Down Gather Referrals

Closing Steps Write the order Quote the price Listen to Response Affirm and Ask for clarification Isolate TOC Get value Commitment

Closing Steps (cont) Re Present the Permission Statement Incentive Close Support For Incentive Negotiate Signature Button Up

What Is an Objection? Handling Objections – Don’t Argue – Don’t Attack – Lead them to overcome S.A.L.E.S. (Closing System) S________ A________ L________E_______ S________ Walk them through the “Normal” process

Selling “The Science” Excuse Objection Question Sale SALES and appropriate Isolate and If I can will you? close to convert Solve Think, Shop, Money, Cost, When, How Yes Sleep, etc. Payment Soon, Etc.

Handling Objections Present the List Price – Cost vs. Value  (value building- price conditioning) – Alternate Choice Listen and Handle (Silence) (Affirm) (Layer) – 4-6 second pause – Isolate method of payment Isolate Objections (Eliminate) – Other than that?

RIGHT - - - - LEFT BRAIN

Essential Closes (Solve) Is it Isolator Win-Win TOC Price Shopper $43,000 decision Option Close

Button Up Paperwork Sequence of Events Value of my Word-Your Word 3rd Party

Referrals Ask for them Expect Them Visit Completed Job Distribute Door Hangers The 20% Rule – How much more are they worth?

Constant And Never-ending Improvement Apply this theory today!

CLOSED-END QUESTIONS Is it the price that concerns you? Are you looking for something less expensive? Shall I come back later? Is this the (model, size, etc.) you wanted? Does this seem O.K.? Can YOU make the decision? Is this in the ball park? Isn't this: beautiful - - great - - nice looking?

OPEN-END QUESTIONS What price range did you have in mind? Why do you: say that -- feel that way -- think that? In what (model, size, etc.) are you interested? What would need to exist to ... ? What are the specific: parameters -- time limitations? When would you anticipate making a decision? When (how) will the decision be made? Echolalia

OPTION QUESTIONS Which do you prefer? How else can we accomplish this? Which of these will work the best? Is one of these more appealing than the others? Which part could we eliminate?

SWEAT QUESTIONS When would that be? When can I expect to hear from you? Can you give me a yes or no? Is there another issue (or hidden agenda)? What can I do to: get an approval - - get this started? - - One more thing - - or - - what would need to exist?

For More Information about Dave Yoho Associates Please call or visit our web page: 703 591 2490 www.DaveYoho.com To Comment on this Program or Speak to Brian Smith directly call 757 285 4836 or visit: www.BrianNSmith.com Brian@BrianNSmith.com

Advanced Closing Clinic

by byoho23 on Jul 14, 2009

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Advanced Closing Clinic — Presentation Transcript