FUNDAMENTALS OF SELLING

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• FUNDAMENTALS OF SELLING
• Customers For Life Through Service
• 13th Edition
• Charles M. Futrell

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Chapter
13

• Closing Begins the Relationship

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13
Chapter
4
The Golden Rule Closing
T

• Guided by The Golden Rule
• 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

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Service
Ethical
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Builds
T r u e
Relationships
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13-4
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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

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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 persons opinion
• Relaxing and becoming friendly
• Pulling out a purchase order form
• Carefully examining merchandise

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What Makes a Good Closer?

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

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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 prospects
  objections

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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

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Closing Under Fire

• The first no from the prospect isnt
  necessarily an absolute refusal to buy

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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

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Prepare Several Closing Techniques

• The alternative-choice close is an old favorite
• The assumptive close
• 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
  Franklins favorite

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Prepare Several Closing Techniques, cont

• The standing-room-only close gets action
• The probability close
• The negotiation close
• The technology close

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13-14
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Exhibit 13.7 Techniques for Closing the Sale
Which Close Should be Used?
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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

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Would you prefer the Xerox 6200 or 6400 copier?

• Im not sure, says the customer (still in the
  desire stage)
• Continue with your FABs

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Would you prefer the Xerox 6200 or 6400 copier?

• 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

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Prepare a Multiple-Close Sequence

• Different closing techniques work best for
  certain situations
• Multiple closes incorporate techniques for
  overcoming objections

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Prepare a Multiple-Close Sequence, cont

• Keeping several closes ready puts you in a better
  position to close more sales.
• For Example
• You could begin with a summary close.
• If the buyer says no, rephrase the objection and
  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.

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Research Reinforces These Sales Success Strategies

• Common salesperson mistakes resulting in
  unsuccessful sales calls
• Tells instead of sells, doesnt ask enough
  questions
• Over-controls the call, asks too many closed-end
  questions
• Doesnt respond to customer needs with benefits
• Doesnt recognize needs, gives benefits
  prematurely
• Doesnt recognize or handle negative attitudes
  effectively
• Makes weak closing statements, doesnt recognize
  when or how to close

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Keys to Improved Selling

• Ask questions to gather information and uncover
  needs
• Recognize when a customer has a real need and how
  the benefits of the product or service can
  satisfy it
• Establish a balanced dialogue with customers
• Recognize and handle negative customer attitudes
  promptly and directly
• Use a benefit summary and an action plan
  requiring commitment when closing

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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.
• Visual aid to close

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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.
• Follow the Golden Rule in order to earn the
  opportunity to sell to the customer in the
  future.

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The Last Key to Successful Closing is to Leave
the Door Open. Act as a Professional. How Can
That Be Done?

• Always place the customers needs first
• Treat a customer as you would your grandmother
• Be a person of character, integrity, and
  trustworthiness
• If your product will help the person, then you
  will be back another day

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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
• Should be carefully studied

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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

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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 prospects mental steps
  is the buyer probably in? (Choose one)
• Attention
• Interest
• Desire
• Conviction
• Purchase

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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

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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

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If You Close and Receive an Objection, What
Should You Do?

• Find out what the objection is

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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

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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

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When You Do Not Make the Sale

• Know that you cannot always sell everyone
• Dont take buyers denial personally
• Be courteous and cheerful
• Leave the door open

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If After Your Presentation You Received a
Positive Response to Your Trial Close, What
Would You Do?
Approach
Presentation
Trial Close
Determine Objection
Meet Objection
Trial Close
Close
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If After Your Presentation You Received a
Negative Response to Your Trial Close, What
Would You Do?
Approach
Presentation
Trial Close
Determine Objection
Meet Objection
Trial Close
Close
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If After You Meet the Objection You Received a
Positive Response to Your Trial Close, What Would
You Do?
Approach
Presentation
Trial Close
Determine Objection
Meet Objection
Trial Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
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If After You Meet the Objection You Received a
Negative Response to Your Trial Close, What Would
You Do?
Approach
Presentation
Trial Close
Determine Objection
Meet Objection
Trial Close
Close
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If After You Close You Receive a Negative
Response, What Would You Do?
Approach
Presentation
Trial Close
Determine Objection
Meet Objection
Trial Close
Close
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