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C HAPT E R 14 Closing the Sale AND CONFIRMING THE PARTNERSHIP C HAPT E R 14 Learning Objectives • Describe the proper attitude to display toward closing the sale • List and discuss selected guidelines for closing the sale • Explain how to recognize closing clues 14-2 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Learning Objectives (Continued) • Discuss selected methods of closing the sale • Explain what to do when the buyer says yes and what to do when the buyer says no 14-3 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Step Five: Close • Plan appropriate closing methods • Recognize closing clues • Initiate closing methods 14-4 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Looking at Closing From The Prospect’s Point of View Consider these buyer questions: • Do I really need this product? • Does this product measure up to the competition? • Should I postpone buying? • Will this supplier stand behind the product? • What will my friends think if I buy this item? 14-5 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Strategic Planning for Closing the Sale • Review possible barriers to closing the sale • Review closing guidelines • Prepare several closing methods • Plan to ask for the order more than once • Practise closing 14-6 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Guidelines for Closing the Sale • Focus on dominant buying motives • Negotiate the tough points before attempting a close • Be patient • Avoid surprises at the close 14-7 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Guidelines for Closing the Sale (Continued) • • • • Do not isolate the prospect Show confidence Ask for the order more than once Recognize closing clues / buying signals 14-8 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Recognizing Closing Clues A closing clue is an indication, either verbal or non-verbal, that a prospect is preparing to make a buying decision. 14-9 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Recognizing Closing Clues • Verbal Clues Questions Recognitions Requirements 14-10 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Recognizing Closing Clues (Continued) • Non-Verbal Clues Facial Body Language Examination 14-11 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Methods to Close the Sale • Trial Close: Reveals readiness or unwillingness to buy A Trial Close is a closing attempt made at an opportune time during the sales presentation to encourage the customer to reveal readiness or unwillingness to buy. 14-12 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Methods to Close the Sale (Continued) • Summary-of-Benefits Close: Reemphasize the key benefits • Assumption Close: Assumes the positive response • Special Concession Close: Something extra for acting now 14-13 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 More Methods to Close the Sale • Multiple Options Close: offers a choice of options • Direct Appeal Close: Straightforward request to act now • Combination Close: Two or more closing methods used 14-14 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 When to Trial Close Approach Positive response Presentation Trial close Demonstration Trial close Negotiation Negative response Trial close Close 14-15 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 A Closing Worksheet Includes A Closing Clue from the buyer Example: “That sounds fine.” A Closing Method choice Example: Direct Appeal Close A Closing Statement from the salesperson Example: “Good, may I get your signature on this order form?” 14-16 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 When the Buyer Says “Yes” • Confirm with reassurance that they have made a good decision • Reduce buyer’s remorse or dissonance • Offer appreciation • Continue to prospect • Let them know you are available postsale 14-17 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 Buyer Remorse . . . or “cognitive dissonance” is feelings of regret, fear, or anxiety that a buyer may feel after placing an order. 14-18 Copyright2004 Pearson Education Canada Inc. C HAPT E R 14 When the Buyer Says “No” • Prepare the buyer for competition contact • Review your strong points one more time • Analyze what happened • Say “thank you” • Continue to prospect 14-19 Copyright2004 Pearson Education Canada Inc.
