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8 Closing the Sale and

Follow-up

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CLOSING THE SALE AND FOLLOW-UP

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CLOSING THE SALE AND FOLLOW-UP

Selling is Not a Linear Process


• The close should be part of a natural
progression of the dialogue with the
customer

• Use closing skills at the appropriate point in


the customer dialogue – not just at the end

• Use active listening skills to identify


customer buying signals (verbal and
nonverbal) throughout the sales call –
examples are given on later slides

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CLOSING THE SALE AND FOLLOW-UP

Selling is Not a Linear Process

• Take the customer’s perspective in closing

• Use the best approach to closing, based on


the circumstances

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CLOSING THE SALE AND FOLLOW-UP

Closing Methods
• Assumptive Close • Summary-of-
Benefits Close
• Minor Point Close
• Balance Sheet
• Alternative Close
Choice Close
• Buy-Now Close
• Direct Close

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Assumptive Close
Allows the salesperson to verbalize the
assumption to see if it’s correct:

• “I can ship it to you on Monday. I’ll go


ahead and schedule that.”
• “Let’s get this paperwork filled out so we
can get the order into the system.”
• “You need Model 455 to meet your
specifications. I’ll call and reserve one for
you.”

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CLOSING THE SALE AND FOLLOW-UP

Minor Point Close


Focuses the buyer on a small element
of the decision:

• “What color do you prefer?”


• “Do you want to use our special credit
terms?”
• “When would you like our technical crew
to do the installation?”

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CLOSING THE SALE AND FOLLOW-UP

Alternative Choice Close


Gives the buyer multiple viable options:

• “Which works best for your application,


Model 22 or Model 35?”
• “Would you like this delivered tomorrow,
or would Monday be better?”
• “Do you want it with or without the
service agreement?”

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CLOSING THE SALE AND FOLLOW-UP

Direct Close
Simply asks for the order:
• “It sounds to me as though you are ready
to make the buy. Let’s get the order into
the system.”
• “If there are no more questions I can
answer, I would sure like us to do
business today. What do you say?”

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CLOSING THE SALE AND FOLLOW-UP

Summary-of-Benefits Close
Reviews the benefits accepted,
reminds buyer why they are
important, then asks for the order:
• “Ms. Buyer, we’ve agreed that our product will
substantially upgrade your technical capabilities,
allow you to attract new business, and all the while
save you money, isn’t that right? Let’s go ahead
and place the order today. I will have my service
technician out to train your staff next week.”

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CLOSING THE SALE AND FOLLOW-UP

Balance Sheet Close


2 column list: “Reasons for Buying” and
“Remaining Questions.” Helps find
out what’s holding the prospect back.

• “Mr. Buyer, let’s take a few minutes to list


out and summarize the reasons this
purchase makes sense for you, and also list
any remaining questions you may have.
This will help us make the right decision.”

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CLOSING THE SALE AND FOLLOW-UP

Buy-Now Close
Creates a sense of urgency with the
buyer (reason must be honest):
• “We have a price increase on this product effective
in two weeks. Orders placed today can be
guaranteed to ship at the current price.”
• “My company is running a special this week. This
product is currently 20 percent off the regular price.”
• “I’m almost out of stock on this product in our
warehouse.”

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CLOSING THE SALE AND FOLLOW-UP

Dealing with Rejection


1. Remember the difference between self-worth
and performance

2. Engage in positive self-talk

3. Don’t assume you are the problem

4. Positively anticipate the possibility of rejection


and it will not overwhelm you

5. Consider that the decision not to buy may have


underlying reasons

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CLOSING THE SALE AND FOLLOW-UP

Attitude is Important
• Attitude – state of mind or feeling with
regard to a person or thing

• A positive attitude combined with


tenacity closes more sales

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CLOSING THE SALE AND FOLLOW-UP

Verbal Buying Signals


• When the customer:

• Gives positive feedback – “I like the new


features you described.”

• Asks questions – “What colors does it come


in?”

• Seeks other opinions – “Who are some


other firms that have bought your product
recently?”

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CLOSING THE SALE AND FOLLOW-UP

Verbal Buying Signals


• When the customer:

• Provides purchase requirements –


“My orders must be split among four
warehouses.”

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CLOSING THE SALE AND FOLLOW-UP

Nonverbal Buying Signals


• Buyer is relaxed, friendly, open

• Buyer brings out paperwork to


consummate purchase

• Buyer exhibits positive


gestures/expressions

• Buyer picks up sample and/or literature


and examines it

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CLOSING THE SALE AND FOLLOW-UP

Trial Close
• Can be used at any time during the
sales process

• May elicit a negative response


because buyer is not ready to
purchase

• A trial close that works becomes the


close!
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CLOSING THE SALE AND FOLLOW-UP

Common Closing Mistakes


• Bad attitude

• Ineffective preapproach

• Not listening

• “One size fits all” approach

• Uncertainty about post-closing action


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Common Post-Sale Complaints

• Product delivery

• Credit and billing

• Installation of equipment

• Customer training

• Product performance
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CLOSING THE SALE AND FOLLOW-UP

Handling Post-Sale Problems

• Listen carefully to the customer

• Never argue

• Always show empathy

• Don’t make excuses

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CLOSING THE SALE AND FOLLOW-UP

Handling Post-Sale Problems

• Be systematic

• Make notes about everything

• Express appreciation

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CLOSING THE SALE AND FOLLOW-UP

Other Key Follow-Up Activities


• Customer satisfaction

• Customer retention and loyalty

• Reexamine the value added

• Reset customer expectations as


needed

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