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Marketing chapter 12a closing begins the relationship

Chapter

12

Closing Begins the Relationship

McGraw-Hill/Irwin
ABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reser


Main Topics











When Should I Pop the Question?
Reading Buying Signals
What Makes a Good Closer?
How Many Times Should You Close?
Closing Under Fire
Difficulties With Closing
Essentials of Closing Sales
Prepare Several Closing Techniques
Prepare a Multiple-Close Sequence
12-2


Main Topics, cont...








Close Based on the Situation
Research Reinforces These Sales Success
Strategies
Keys to Improved Selling
The Business Proposition and the Close
Closing Begins the Relationship
When You Do Not Make the Sale

12-3


The Tree of Business Life:
Closing
vic

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T T TT
T T T T
Builds
True

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Relationships

T

Guided by The Golden
Rule:

C



Look for buying signals
Be confident in your suggested
order
Prepare several closes for each
call
Do not take “No” personally
Remember that a successful
close begins your relationship
You now prove your value with
ethical service and your new
relationship

12-4


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

12-5


Exhibit 12-1: Close When the
Prospect is Ready

12-6


When is it time to close?

Close When the Prospect Is Ready

12-7


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


12-8


Exhibit 12-2: Answering a Prospect’s
Buying Signal Question with a Question

12-9


What Makes a Good Closer?


A good closer:
Asks for the order and then remains quiet
 Gets the order and moves on!


12-10


Exhibit 12-3: 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.

12-11


What Makes a Good Closer?










Have strong desire to close each sale
Have positive attitude
Know their customers
Tailor presentations to meet each one’s specific
needs
Spend time preparing
Are alert
ABC
Do not stop on first “no”
12-12


What Makes a Good Closer?



Ask for the order, and…be quiet (Shhhhhh)!
Must put prospect in position of having to:
Make a decision
 Speak first
 Respond to the close




Get the order, and…move on


Continuing to talk, may give
information that changes
buyer’s mind

12-13


How Many Times Should You Close?
You must be able to use multiple closes.
 Three
___________closes
is a minimum.
to Five




You will learn how without being pushy

1? 2? 3?
12-14


Closing Under Fire


The first “no” from the prospect isn’t necessarily an
absolute refusal to buy.

12-15


Closing Under Fire


You must be able to ask a prospect, who
may be in a bad mood or may appear
hostile toward you, to buy

12-16


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



They determine that the prospect does not need the
quantity or type of merchandise or that the prospect
should not buy



They may not have worked hard enough to develop a
customer profile and customer benefit plan

12-17


Essentials of Closing Sales









Be sure your prospect understands what you say
Always present a complete story to ensure
understanding
Tailor your close to each prospect
Everything you do and say should consider the
customer’s point of view
Never stop at the first “no”
Learn to recognize buying signals

12-18


Essentials of Closing Sales, cont…






Before you close, attempt a trial close
After asking for the order, be silent
Set high goals for yourself and develop a personal
commitment to reach your goals
Develop and maintain a positive, confident, and
enthusiastic attitude toward yourself, your
products, your prospects, and your close

12-19


Exhibit 12-5: Twelve Keys to a
Successful Closing

12-20


Prepare Several Closing
Techniques, cont…
 The alternative-choice close is an old favorite.
 The assumptive close assumes the prospect will






buy.
The compliment close inflates the ego.
The summary-of-benefits close is most popular.
The continuous-yes close generates positive
responses
The minor-points close is not threatening.
The T-account or balance sheet close was Ben
Franklin’s favorite.
12-21


Prepare Several Closing
Techniques, cont…
 The standing-room-only close gets action
 The probability close
 The negotiation close
 The technology close

0-50%?
50-85%?
85-100%?

12-22


Exhibit 12-7: Techniques for Closing the
Sale: Which Close Should be Used?

12-23


Prepare Several Closing Techniques
1. Alternative Close – is an old favorite

12-24


Example: The Alternative-Choice
Close is an Old Favorite



“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

12-25


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