Chapter 13 Closing the Call


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Chapter 13 Closing the Call

  1. 1. 13-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. 13-2 Closing Begins the Relationship Chapter 13
  3. 3. 13-3 When Should I Pop the Question?  Closing is the process of helping people make a decision that will benefit them  There are no magic phrases and techniques to use in closing a sale  Close when the prospect is in the conviction stage of the mental buying process
  4. 4. 13-4 Reading Buying Signals  A buying signal is anything that a prospect says or does to indicate that he is ready to buy  Asking questions  Asking another person’s opinion  Relaxing and becoming friendly  Pulling out a purchase order form  Carefully examining merchandise
  5. 5. 13-5 What Makes a Good Closer?  A good closer:  Asks for the order and then remains quiet  Gets the order and moves on!
  6. 6. 13-6 Exhibit 13.3: The Moving Selling Process  A positive response to the trial close indicates a move toward the close  A negative response means return to your presentation or determine the prospect’s objections
  7. 7. 13-7 How Many Times Should You Close?  You must be able to use multiple closes  Three closes is a minimum  You will learn how without being pushy
  8. 8. 13-8 Closing Under Fire  The first “no” from the prospect isn’t necessarily an absolute refusal to buy
  9. 9. 13-9 Difficulties With Closing  Closing is the easiest part of the presentation  Salespeople may fail to close because:  They are not confident in their abilities to close  Prospect does not need the quantity/type of merchandise  Improper development of customer profile and customer benefit plan
  10. 10. 13-10  Alternative-choice close  Which do you prefer?  Would you prefer X or Y?  Assumptive close  Assumes prospect will buy  Compliment close  Inflates the ego Prepare Several Closing Techniques
  11. 11. 13-11  Summary of Benefits close  FAB’s  Continuous Yes close  Develop a series of ?’s that the prospect must answer  Minor-Points close  Make a low-risk decision  T-Account close  Pros vs. Cons Prepare Several Closing Techniques
  12. 12. 13-12 Prepare Several Closing Techniques, cont… Standing Room Only close  Motivate prospect to act immediately  State that there is low inventory, not enough supply… Probability close  Get a % confirmation of buying Negotiation Close  Compromise
  13. 13. 13-13 Example: The Alternative-Choice Close  “Would you prefer the Xerox 6200 or 6400 copier?”  Study this question – it assumes:  The customer has a desire to buy one of the copiers  The customer will buy  It allows the customer a preference  It provides a choice between products, not between a product and nothing  By presenting a choice, you receive a “yes” decision or uncover objections
  14. 14. 13-14 “Would you prefer the Xerox 6200 or 6400 copier?”  “I’m not sure,” says the customer (still in the desire stage)  Continue with your FABs
  15. 15. 13-15  If you see the customer likes both 6200 and 6400 and appears indecisive, you can ask:  “Is there something you are unsure of?”  This question probes to find out why your prospect is not ready to choose “Would you prefer the Xerox 6200 or 6400 copier?”
  16. 16. 13-16 Prepare a Multiple-Close Sequence  Different closing techniques work best for certain situations  Multiple closes incorporate techniques for overcoming objections
  17. 17. 13-17 Prepare a Multiple-Close Sequence, cont…  Keeping several closes ready puts you in a better position to close.  For Example:  Begin with a summary close.  If the buyer says no, rephrase the objection; then use an alternative-choice close.  If the buyer says no again and does not give a reason, you could use the five-question sequence method for overcoming objections.
  18. 18. 13-18 Research Reinforces These Sales Success Strategies  Common salesperson mistakes resulting in unsuccessful sales calls  Tells instead of sells, doesn’t ask enough questions  Over-controls the call, asks too many closed-end questions  Doesn’t respond to customer needs with benefits  Doesn’t recognize needs, gives benefits prematurely  Doesn’t recognize or handle negative attitudes effectively  Makes weak closing statements, or doesn’t recognize when or how to close
  19. 19. 13-19 Keys to Improved Selling  Ask questions to gather information and uncover needs  Recognize when a customer has a real need  State how the benefits of the product or service can satisfy the need  Recognize and handle negative customer attitudes promptly and directly  Use a benefit summary and an action plan requiring commitment when closing
  20. 20. 13-20 The Business Proposition and the Close  For some salespeople, the discussion of the business proposition provides an excellent opportunity to close.  Use a Visual Aid to Close  Visual aids work well for both discussing the business proposition and closing.
  21. 21. 13-21 Closing Begins the Relationship  When you make a sale for the first time, you change the person or organization from a prospect to a customer.
  22. 22. 13-22 There are Eleven Closing Techniques in This Chapter, Each:  Is different  Can be used with other closing techniques  Helps you be a better communicator  Helps you better serve others
  23. 23. 13-23 Which Closing Technique Should I Use?  To answer that question you should first:  Determine your approach  Create your presentation, then  Determine how best to close
  24. 24. 13-24  Ideally, the salesperson should wait for signs that the person is in the conviction stage because a buyer in this stage typically:  Has a strong conviction that you can be trusted  Feels the product will fulfill needs or solve problems  Will reveal real concerns due to trust Getting Ready to Close
  25. 25. 13-25 If You Close and Receive an Objection, What Should You Do?  Find out what the objection is
  26. 26. 13-26 After You Find Out What the Objection Is and Answer It, What Should You Do Next?  Ask a trial close to determine if you have overcome the objection
  27. 27. 13-27 If You Have Closed, Had an Objection Arise and Effectively Handled the Objection, What Should You Do Next?  Close again!  This is why you need a multiple-closing sequence
  28. 28. 13-28  Know that you cannot always sell everyone  Don’t take buyer’s denial personally  Be courteous and cheerful  Leave the door open When You Do Not Make the Sale