Transcript Exhibit 12-1: When Objections Occur, Quickly Determine

The Close
What Makes a Good Closer?
• Ask for the order and be quiet
• Get the order—then politely leave!
How Many Times
Should You Close?
• Must be able to use multiple closes
• Three closes is a minimum
– With practice you will learn to close multiple
times without appearing pushy
Closing Under Fire
• The first “no” from the prospect isn’t
necessarily an absolute refusal to buy
Difficulties With Closing
• Closing can be the easiest part of the
presentation
• Salespeople may fail to close because
– They are not confident in their ability 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 in
developing a customer profile and customer
benefit plan
Twelve Keys to a
Successful Closing
Techniques for Closing the Sale:
Which Close Should be Used?
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
And 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
“Would you prefer the Xerox 6200
or 6400 copier?”
• “I’m not sure.”, says the customer
• Continue with your FABs
“Would you prefer the Xerox 6200
or 6400 copier?”
• If you see 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
Prepare a Multiple-Close Sequence
• Different closing techniques work best for
certain situations
• Multiple closes incorporate techniques for
overcoming objections
Prepare a Multiple-Close Sequence
• By keeping several different closes ready
in any situation, you are in a better position
to close more sales
• Multiple closes incorporate techniques for
overcoming objections
Multiple Closes Incorporating Techniques for
Overcoming Objections
Multiple Closes Incorporating Techniques for
Overcoming Objections
Examples of Closing Techniques Based on
Situations
When You Do Not Make the Sale
•
•
•
•
Know that you cannot always sell everyone
Don’t take buyer’s denial personally
Be courteous and cheerful
Leave the door open
Let’s Review: The Parallel
Dimensions of Selling
Presentation
Discuss Product
Present Marketing Plan
Explain Business Prop.
Suggest Purchase
Selling Process
Prospecting
Preapproach
Money
Authority
Desire
Approach
Discuss Product
Show Feature
Explain Advantage
Lead Into Benefit
Let Customer Talk
Present Marketing Plan
Availability, Delivery,
Guarantee, Installation,
Maintenance, Promotion,
Training, Warranty
Explain Business Prop.
Presentation
List Price, Shipping Cost,
Discounts, Financing,
Trial Close
ROI, Value Analysis
Determine Objections
Suggest Purchase
Product, Quantity,
Features, Delivery,
Installation, Price
Meet Objections
Buyer’s Mental Steps
Attention
Interest
Desire
Conviction
Trial Close
Close
Follow-up & Service
Purchase