This document discusses obtaining commitment from prospects in sales. It asks questions about emphasizing closing the sale, why commitment is important, and the best time to obtain it. It also discusses appropriate methods for securing commitment to develop partnerships. Some key points made in the document include: obtaining commitment is important because it moves the prospect through the sales process and defines the status of the relationship; maintaining a positive attitude, letting the customer set the pace, being assertive but not aggressive, and selling the right products in the right amounts are effective strategies for obtaining commitment; and if commitment is obtained, the salesperson should confirm the customer's choice, get any necessary signatures, and follow up to thank the customer and avoid misunderstandings.

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OBTAINING COMMITMENT
 How much emphasis should be placed on closing the sale?
 Why is obtaining the commitment important?
 When is the best time to obtain commitment?
 Which methods of securing commitment are appropriate for
developing partnerships?
 How should pricing be presented?
 What should a salesperson do when the prospect says yes?
When the prospect says no?
 What causes difficulties in obtaining commitment, and how
can these issues be overcome?
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chapter 12
SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:

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“Your prospects do not compensate you,
only your clients do.”
~Alex Homer

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 Buyers want to buy, not be sold
 Reliance on closing techniques may
reduce the chance of making a sale
 No commitment, no sale
 Relationship commitment vs. single
sale
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Securing Commitment Today
McGraw-Hill/Irwin

5. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Part of the
process
– Actually gain
commitment
repeatedly
– Move the
Buyer through
the process
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Securing Commitment Today (continued)
McGraw-Hill/Irwin

6. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 The importance
– Tells the salesperson what to do next
– Defines the status of the client
– Time to make another sale
– Customer realization of benefits
– Company good will and profit
– Rewards for the Buyer AND
the Salesperson
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Securing Commitment Today (continued)
McGraw-Hill/Irwin

7. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Financial Terms and Conditions
 Discounts
– Quantity discounts: single-
order and cumulative
 Credit terms
– Cash discounts for early
payment (e.g. 2-10, net30)
 Shipping costs
– Free on board (FOB)
– FOB destination
– FOB shipping or dock
– FOB installed
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 Decide complete Price is
carefully set after
studying:
– Competitor’s offerings
– Value delivered by the
product or service
– All Costs of providing
the product
• Wait… until you have
agreement on
the product’s Value
 Confident Presentation
 Matter-of-Fact
Presentation (not the
focus)
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Presenting Price
McGraw-Hill/Irwin
Product X
• Incredible
Benefit
• Amazing
Benefit
• Happiness
All Around
$_____
Next Monday

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When to Attempt to Obtain Commitment
 Buyer comments
– Buyer questions
– Requirements
– Benefit statements
– Responses to trial
closes
 Nonverbal cues
– Facial expressions
– Actions
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Requirements
are conditions
that have to be
met before a
purchase can
take place.

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END Part I
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11. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Maintain a positive attitude
 Let the customer set the pace
 Be assertive, not aggressive
 Sell the right item in the right amounts
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How to Successfully Obtain Commitment
McGraw-Hill/Irwin

12. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Maintain a positive attitude
 Let the customer set the pace
 Be assertive, not aggressive
 Sell the right item in the right amounts
12-12
How to Successfully Obtain Commitment
McGraw-Hill/Irwin

13. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Maintain a positive attitude
 Let the customer set the pace
 Be Assertive
 Not aggressive
 Not submissive
 Sell the right item in the right amounts
12-13
How to Successfully Obtain Commitment
McGraw-Hill/Irwin

14. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
12-14
How Aggressive, Submissive, and Assertive
Salespeople Handle Sales Activities
McGraw-Hill/Irwin
Selling Style
Activity Aggressive Submissive Assertive
Needs
Assessment
“I know Buyer’s
needs better than
he does.”
“The Buyer knows
his needs. What
do I know?”
Probes for unsaid
info.
Controlling
Presentation
Doesn’t want to be
interrupted.
Gives Buyer
complete control of
presentation.
Encourages
dialogue, but
completes Key
Points.
Closing
Pushy with
techniques
Waits for Buyer to
ask for the Sale.
Leads Buyer to
natural close, if
possible.

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 Maintain a positive attitude
 Let the customer set the pace
 Be assertive, not aggressive
 Sell the right item, right quantity
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How to Successfully Obtain Commitment
McGraw-Hill/Irwin

16. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Effective Methods
 Sell the way the buyer
prefers to buy
 Persuade. Don’t manipulate
with techniques designed to
force a sale.
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1. Direct request
– Simply ask for it
1. Benefit summary
– Reminds the buyer of the agreed-on benefits of the
proposal
1. Balance sheet method (Ben Franklin method)
– List pros and cons
1. Probing method
– Initially uses another method
– Questions designed to reveal obstacles
– Consider that some Buyers can’t say “No Way”
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Effective Methods
McGraw-Hill/Irwin

18. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
5. Alternative choice
– Limit choices
5. Other methods
– Many methods are brash and are counter-
productive with sophisticated customers
No method will work without earning the
Buyer’s TRUST… for the salesperson,
the company, and the product.
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Effective Methods (continued)
McGraw-Hill/Irwin

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 No surprises
– Go over all important information
 Confirm the customer’s choice
– Assure customers they have made an
intelligent choice
 Get the signature
– Make “signing contract” an easy, routine
procedure
– Fill out the order accurately and right away
– Stay calm at signing time. A nervous or jubilant
salesperson makes a Buyer think twice.
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If Commitment is Obtained
McGraw-Hill/Irwin

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 Show appreciation
– Thank-you letter
– Small gift
– Sincere and straight-forward, but not freakish
 Cultivate for future calls
– Follow-up promptly & stay in touch with Buyer
 Review actions to be taken by both parties
– Avoid misunderstandings
– Exceed the expectation that you set with Buyer
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If Commitment is Obtained (continued)
McGraw-Hill/Irwin

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 Some reasons for lost opportunities
– Win-Lose attitudes
– Confusing or flawed presentation
– Poor habits and skills
 Discovering the cause for rejection
– Critical to do continual diligent homework to
discover every obstacle
– Only known barriers can be dealt with
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If Commitment is Not Obtained
McGraw-Hill/Irwin

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If Commitment is Not Obtained
(continued)
 Dealing with rejection
– Maintain perspective
– Recommend an alternative
company
– Show good manners
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1. Leave with a clear plan for all
parties
 Review what you will do next
 What the customer will do next
 When you will meet again
1. Follow-up promptly
 With a thank-you (written preferred) and
 A Reminder note about next steps
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Bringing the Interview to a Close
McGraw-Hill/Irwin

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END Part II
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