2. Closing Begins the Relationship13
Chapter
Closing Begins the Relationship
McGraw-Hill/Irwin
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.

3. 13
13-3
Chapter

4. 13 Main Topics Chapter The Tree of Business Life: Closing
13-4
Chapter
Main Topics
The Tree of Business Life: Closing
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

5. 13 Main Topics Chapter Prepare Several Closing Techniques
13-5
Chapter
Main Topics
Prepare Several Closing Techniques
Prepare a Multiple-Close Sequence
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

6. The Tree of Business Life: Closing
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 T T
Ethical
Service T T T T T T T T
Builds
T r u e
Relationships T C I

7. 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

8. Before You Close, What Should Be Done?
Ask a trial close

9. Why Ask a Trial Close Before You Close?
To determine if the prospect is ready to buy, and
To determine if there are:
Objections
Questions

10. Let’s Review! When Is It Time to Use a Trial Close?*
After making a strong selling point in the presentation
After the presentation but before the close
After answering an objection
Immediately before you move to close the sale

11. Let’s Review! What Does the Trial Close Allow You to Determine?
Whether the prospect likes your product’s FAB – the strong selling point
Whether you have successfully answered the objection
Whether any objections remain
Whether the prospect is ready for you to close the sale

12. If Objection Arises After the Close*
Move into your presentation
Close the sale
Prospect raises an objection
Response to the objection
Use a trial close

13. The Parallel Dimensions of Selling*
Discussion Sequence
Selling Process
Buyer’s Mental Steps
Discuss Product
Show Feature
Explain Advantage
Lead into Benefit
Let Customer Talk
Prospecting
Money
Authority
Desire
Preapproach
Approach
Attention
Interest
Present Marketing Plan
Availability, Delivery,
Guarantee, Merchandising,
Installation, Maintenance,
Promotion, Training, Warranty
Presentation
Desire
Presentation
Discuss Product
Present Marketing Plan
Explain Business Proposition
Suggest Purchase
Trial Close
Conviction
Determine Objections
Explain Business Prop
List Price, Shipping Cost,
Discounts, Financing, ROI,
Value Analysis
Meet Objections
Trial Close
Action
(Purchase)
Suggest Purchase
Product, Quantity, Features,
Delivery, Installation, Price
Close
Follow-up & Service

14. Exhibit 13-1: Close When the Prospect is Ready

15. 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

16. Exhibit 13-2: Answering a Prospect’s Buying Signal Question with a Question

17. 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 prospect’s objections

18. What Makes a Good Closer?
Asks for the order and then remains quiet
Gets the order and moves on!

19. 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

20. Closing Under Fire
The first “no” from the prospect isn’t necessarily an absolute refusal to buy

21. 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

22. Essentials of Closing Sales
Be sure your prospect understands what you say
Always present a complete story to ensure understanding
Tailor your close to each prospect
Everything you do and say should consider the customer’s point of view
Never stop at the first “no”
Learn to recognize buying signals

23. Essentials of Closing Sales, cont…
Before you close, attempt a trial close
After asking for the order, be silent
Set high goals for yourself and develop a personal commitment to reach your goals
Develop and maintain a positive, confident, and enthusiastic attitude toward yourself, your products, your prospects, and your close

24. Exhibit 13-5: Twelve Keys to a Successful Closing

25. The Last Key to Successful Closing is to “Leave the Door Open
The Last Key to Successful Closing is to “Leave the Door Open. Act as a Professional.” How Can That Be Done?*
Always place the customer’s needs first
Treat a customer as you would your grandmother
Be a person of character, integrity, and trustworthy
If your product will help the person, then you will be back another day

26. Exhibit 13-7: Techniques for Closing the Sale: Which Close Should be Used?

27. 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

28. “Would you prefer the Xerox 6200 or 6400 copier?”
“I’m not sure,” says the customer (still in the desire stage)
Continue with your FABs

29. “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

30. 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

31. 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

32. 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

33. The buyer is in the desire stage
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

34. 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

35. If You Close and Receive an Objection, What Should You Do?
Find out what the objection is

36. 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

37. 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

38. 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 Franklin’s favorite

39. 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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41. Prepare a Multiple-Close Sequence
Different closing techniques work best for certain situations
Multiple closes incorporate techniques for overcoming objections

42. Prepare a Multiple-Close Sequence, cont…
By keeping several difficult closes ready in any situation, you are in a better position to close more sales
Multiple closes incorporate techniques for overcoming objections
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44. Exhibit 13-9a: Multiple Closes Incorporating Techniques for Overcoming Objections

45. Exhibit 13-9b: Multiple Closes Incorporating Techniques for Overcoming Objections

46. Close Based on the Situation
Different closing techniques work best for certain situations
Customer is indecisive
Customer is an expert or egotistical
Customer is hostile
Customer is a friend
Customer has predetermined beliefs
Customer is greedy, wants a deal

47. Exhibit 13-10: Examples of Closing Techniques Based on Situations

48. Research Reinforces These Sales Success Strategies
Common salesperson mistakes resulting in unsuccessful sales calls
Tells instead of sells, doesn’t ask enough questions
Over-controls the call, asks too many closed-end questions
Doesn’t respond to customer needs with benefits
Doesn’t recognize needs, gives benefits prematurely
Doesn’t recognize or handle negative attitudes effectively
Makes weak closing statements, doesn’t recognize when or how to close

49. 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

50. The Business Proposition and the Close
Use a visual aid to close

51. 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

52. 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

53. 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

54. 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
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close
Close

55. 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

56. If After You Close You Receive a Negative, What Would You Do?*
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close

57. 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 and forestall 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

58. Summary of Major Selling Issues, cont…
Objections are classified as hidden, stalling, no-need, 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

59. 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!

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