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 Et h ic al r Se T T T T T TT T T T T Builds True e I      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 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  12-49 Assume You Have Completed Your Presentation and are Getting Ready to Close  You remember to use a trial close before you ask the person to buy – if objections or questions arise, what phase of the prospect’s mental steps is the buyer probably in? (Choose one) Attention  Interest  Desire  Conviction  Purchase  12-50 Assume You Have Completed Your Presentation and are Getting Ready to Close, cont… The buyer is in the desire stage  Which stage should the buyer be in before you close? (Choose One)  Attention  Interest  Desire  Conviction  Purchase  12-51 Assume You Have Completed Your Presentation and are Getting Ready to Close, cont…  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  12-52 Closing Begins the Relationship  When you make a sale, you change the person or organization from a prospect to a customer   You have helped the customer Now, how you earn the opportunity to sell the customer in the future?  Make sure you have followed the Golden Rule in selling the correct product and providing exceptional service 12-53 When You Do Not Make the Sale, Exhibit 12-12  Know that you cannot always sell everyone  Don’t take buyer’s denial personally  Be courteous and cheerful 12-54 When You Do Not Make the Sale, Exhibit 12-12  Act as a professional  An adult salesperson  Leave the door open 12-55 If After Your Presentation You Received a Positive Response to Your Trial Close, What Would You Do? Approach Presentation Trial Close Determine Objections Meet Objections Trial Close Close 12-56 If After Your Presentation You Received a Negative Response to Your Trial Close, What Would You Do? Approach Presentation Trial Close Determine Objections Meet Objections Trial Close Close 12-57 If After You Meet the Objection You Received a Positive Response to Your Trial Close, What Would You Do? Approach Presentation Trial Close Determine Objections Meet Objections Trial Close Close 12-58 If After You Meet the Objection You Received a Negative Response to Your Trial Close, What Would You Do? Approach Presentation Trial Close Determine Objections Meet Objections Trial Close Close 12-59 If After You Close You Receive a Negative Response, What Would You Do? Approach Presentation Trial Close Determine Objections Meet Objections Trial Close Close 12-60 Summary of Major Selling Issues   Be prepared to logically and clearly respond to your prospect’s objections Basic points to consider in meeting objections Plan for them  Anticipate them  Handle them as they arise  Listen to what is said  Respond warmly and positively  Make sure you understand  Respond using an effective communication technique  12-61 Summary of Major Selling Issues, cont…      Objections are classified as hidden, stalling, noneed, money, product, and source Objections help you determine if you are on the right track to uncover prospects’ needs and if they believe your product will fulfill those needs Objections show inadequacies in a salesperson’s presentation or product knowledge Closing is the process of helping people make decisions that will benefit them Constantly look and listen for buying signals from your prospect 12-62 Summary of Major Selling Issues, cont…       Tailor your close to each prospect’s personality Close in a positive, confident, and enthusiastic manner Plan and rehearse closing techniques A good closer has a strong desire to close each sale Stay cool, determine any objections, try to close again You can’t make a sale until you ask for the order! 12-63 ... 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... 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... 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