Obtaining Customer

1

• Obtaining Customer
• Commitment
• Chapter 12, Mrs. Howatt

2
When to obtain commitment

• Throughout the sales process
• For the sale when there are buying signals

3
Buying Signals

• Buyer questions
• Requirements
• Benefit statements
• Responses to trial closes

4
Nonverbal Buying Signals

• When the prospect
• Begins closely studying handling the product
• Tests or tries out the product
• Seems pleased by the products performance or
  some feature
• Nods his head in agreement
• Leans toward the salesperson
• Looks more relaxed

5
General guidelines for obtaining commitment

• Gain customer commitment throughout sales process
• Maintain positive attitude, show confidence
• Let the customer set the pace
• Be assertive, not aggressive or submissive
• Sell the right item in the right amounts

6

• Closing Methods

7
Best Closing Methods

• Natural
• Brief
• Simple

8
Direct Request

• Can I write an order for 100 pair of 501s?
• May I have the specifications to bid on this
  project?

9
Benefit Summary

• Recap the presentation linking the summary to the
  prospects needs.
• You told me previously that you are particularly
  concerned with giving your customers high quality
  brochures on time. I have shown you our
  automated pre-press system and our five color
  press. We agreed that this allows us to provide
  the fastest turnaround and highest quality color
  printing in the area - allowing you to be free of
  worry beyond the design stage.
• Can we sign an order and start the pre-press?

10
Balance Sheet (Ben Franklin) Method

• Sierra Printers The Competition
• -faster turnaround -lower price
• -color correction -closer location
• -bindery in-house
• -more accurate
• justification
• -free delivery
• -credit

11
Minor Point Close

• How do you want to get the artboards to me?
• Do you want the smaller or the larger model?

12
Hit the Scales Method
13
Assumptive Close

• Assume the sale has been made
• We can start on Tuesday.
• If we can get it to you by the end of the week,
  is that ok?

14
Puppy Dog Close

• Let me hook up this demonstrator printer to your
  computer for the next week. See how you like it.

15
Continuous Yes Close

• Would you agree that good managers supply their
  employees with the proper tools?
• Yes
• You want to be a good manager, dont you?
• Yes
• These are tools your employees would appreciate.
  Am I right?
• Yes
• So, I should write up an order, shouldnt I?
• Yes

16
Closing on the objection

• Yes, our fax machine does carry a higher
  purchase price, but since it prints on plain
  paper, it will be less expensive over the long
  run. Payback on the difference should be about 3
  months.

17
Today Close

• Lets order this today before the price goesup
  next week.
• Lets install this today while we still have
  one in stock.

18
Special Deal Close
19
Benefit-in-Reserve Close

• Oh, I forgot to mention, if you order today, I
  can give you a special discount.

20
Emotional Close
21
Closing Mistakes

• Talking past closing signals
• Failing to recognize buying signals
• Projecting a lack of confidence
• Giving up too soon
• Lingering too long after the close
• Inflexibility in using closing techniques

22
Effective Closing
12-22
23
After no sale

• Thank prospect for his/her time
• careful not to burn any bridges
• Document and track
• analyze lost sales
• Schedule callback if appropriate
• call back with new information or appeals
• Never give up
• Find ways to build bridges, not burn them

24
Financial Terms and Conditions

• Discounts
• Quantity discounts (10 for order of 10 copiers)
• Cumulative discount-10 all purchases the whole
  year
• Credit Terms
• Cash discounts 2/10, n/30
• Shipping Costs
• FOB destination
• Price