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© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
OBTAINING COMMITMENT
 How much emphasis should be placed on c...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
12-3
McGraw-Hill/Irwin
“Your prospects do not compensate you,
...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Buyers want to buy, not be sold
 Reliance on closing techni...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Part of the
process
– Actually gain
commitment
repeatedly
– ...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 The importance
– Tells the salesperson what to do next
– Def...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Financial Terms and Conditions
 Discounts
– Quantity discount...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Decide complete Price is
carefully set after
studying:
– Com...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
When to Attempt to Obtain Commitment
 Buyer comments
– Buyer ...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
END Part I
12-10
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Maintain a positive attitude
 Let the customer set the pace...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Maintain a positive attitude
 Let the customer set the pace...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Maintain a positive attitude
 Let the customer set the pace...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
12-14
How Aggressive, Submissive, and Assertive
Salespeople Ha...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Maintain a positive attitude
 Let the customer set the pace...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Effective Methods
 Sell the way the buyer
prefers to buy
 Pe...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
1. Direct request
– Simply ask for it
1. Benefit summary
– Rem...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
5. Alternative choice
– Limit choices
5. Other methods
– Many ...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 No surprises
– Go over all important information
 Confirm t...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Show appreciation
– Thank-you letter
– Small gift
– Sincere ...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
 Some reasons for lost opportunities
– Win-Lose attitudes
– C...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
If Commitment is Not Obtained
(continued)
 Dealing with rejec...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
1. Leave with a clear plan for all
parties
 Review what you w...
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
END Part II
12-25
McGraw-Hill/Irwin
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  1. 1. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 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? 12-2 McGraw-Hill/Irwin chapter 12 SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:
  3. 3. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 12-3 McGraw-Hill/Irwin “Your prospects do not compensate you, only your clients do.” ~Alex Homer
  4. 4. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.  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 12-4 Securing Commitment Today McGraw-Hill/Irwin
  5. 5. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.  Part of the process – Actually gain commitment repeatedly – Move the Buyer through the process 12-5 Securing Commitment Today (continued) McGraw-Hill/Irwin
  6. 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 12-6 Securing Commitment Today (continued) McGraw-Hill/Irwin
  7. 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 12-7 McGraw-Hill/Irwin
  8. 8. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.  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) 12-8 Presenting Price McGraw-Hill/Irwin Product X • Incredible Benefit • Amazing Benefit • Happiness All Around $_____ Next Monday
  9. 9. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. When to Attempt to Obtain Commitment  Buyer comments – Buyer questions – Requirements – Benefit statements – Responses to trial closes  Nonverbal cues – Facial expressions – Actions 12-9 McGraw-Hill/Irwin Requirements are conditions that have to be met before a purchase can take place.
  10. 10. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. END Part I 12-10 McGraw-Hill/Irwin
  11. 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 12-11 How to Successfully Obtain Commitment McGraw-Hill/Irwin
  12. 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. 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. 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.
  15. 15. © 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, right quantity 12-15 How to Successfully Obtain Commitment McGraw-Hill/Irwin
  16. 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. 12-16 McGraw-Hill/Irwin
  17. 17. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 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” 12-17 Effective Methods McGraw-Hill/Irwin
  18. 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. 12-18 Effective Methods (continued) McGraw-Hill/Irwin
  19. 19. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.  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. 12-20 If Commitment is Obtained McGraw-Hill/Irwin
  20. 20. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.  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 12-21 If Commitment is Obtained (continued) McGraw-Hill/Irwin
  21. 21. © 2009 The McGraw-Hill Companies, Inc. All rights reserved.  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 12-22 If Commitment is Not Obtained McGraw-Hill/Irwin
  22. 22. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. If Commitment is Not Obtained (continued)  Dealing with rejection – Maintain perspective – Recommend an alternative company – Show good manners 12-23 McGraw-Hill/Irwin
  23. 23. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 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 12-24 Bringing the Interview to a Close McGraw-Hill/Irwin
  24. 24. © 2009 The McGraw-Hill Companies, Inc. All rights reserved. END Part II 12-25 McGraw-Hill/Irwin

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