Chapter 14: Adapting the close and confirming the partnership

Question 1

1. Describe the proper attitude to display toward closing the sale.

Answer 1

Use of any method that is perceived by the customer as pushy or manipulative will damage chances of building a long-term partnership even if sale is closed. The proper attitude when closing the sale should be “if this is the best solution for the customer, I should help make the correct decision”. Once the best solution is determined the next logical step is to ask for the order.
The salesperson needs to assume responsibility for obtaining commitment from the customer using the right methods so that the prospect will not feel pressured. Replace defensive-arousing language with a need-satisfaction question.
Preparation for the close involves understanding customer needs, custom-fitting solutions, and planning appropriate closing methods. Though the presentation the salesperson should recognize closing duties and be prepared to use closing methods.

*Review the value proposition from the prospect’s point of view:
Closing the sale is easier if value proposition is looked from the prospect’s point of view. Buying often causes emotional stress (“buyer’s remorse”). Buying anxieties that help explain why customers are reluctant to make a commitment:
->Loss of options: Agreeing to purchase a product/service means that some other purchase must be postponed. Anxiety and stress build as the customer thinks about allocating limited resources.
->Fear of making a mistake: If customer believes that agreeing with a closing request may be the wrong thing to do, he/she may back away when the decision seems imminent. Fear of making a mistake can be caused by lack of trust in the salesperson.
->Social of peer pressures: Buyers may make decisions with an eye on opinions and reaction of others.

*Closing the sale-The beginning of partnership:
After a well planned presentation and after negotiating sales resistance, it is time to obtain commitment. Closing should be thought of as the beginning of a long-term relationship.

Question 2

2. List and discuss selected guidelines for closing the sale.

Answer 2

1. Focus on dominant buying motives: Salespeople incorporate outstanding benefits of their product into the sales presentation but be alert of the one specific benefit that generates most excitement.
2. Longer selling cycles and incremental commitments: When working on a large, complex sale try to achieve “incremental commitment” (Gradually moving the customer to total commitment by gaining cumulative commitment with each sales call).
3. Negotiate the tough points before attempting the close:
   If the product is or appears to be vulnerable, negotiate with a win-win solution to the though points before you attempt to close the sale. The close should be a positive phrase of the sales presentation and is not the time to deal with controversial issues or problem.
4. Avoid surprises at the close:
   It is a mistake to wait until the close to reveal information that may come as surprise to the prospect. The surprise may come in form of accessories that cost extra, terms of warranty, customer service limitations, of some other issue.
5. “Tough-Mindedness”-Display high degree of self-confidence at the close:
   If you believe in the product, the company, and in yourself. And if you have identified the customer’s problem. Then there is no need to timidity, look the prospect in the eye and ask for the order, do not be apologetic. The salesperson who confidently asks for the sale is displaying boldness that is so effective in personal selling.
6. Ask for the order more than once:
   Not asking for the order or just asking once is a mistake salespeople make. The most effective salespeople ask for the order 3,4 or 5 times. Surprising number of yes comes from the 4th or 5th attempt, not all these closing attempts necessarily come during one call.

Question 3

3. Explain how to recognize closing clues.

Answer 3

*Closing clue: an indication, either verbal or nonverbal, that the prospect is preparing to make a buying decision.
One of the most important personality traits salespeople need is empathy-the ability to sense what the other person is feeling. Recognizing situational clues allow you to modify your behaviour to use appropriate strategy for the sale.
*Verbal clues:
1. Questions.
2. Recognitions: any positive statement concerning the product or factor related to the sale.
3. Requirements: sometimes customers outline a condition that must be met before they buy. If you are able to meet this requirement, it may be a good time to try a trial close.
*Nonverbal clues: are harder to detect than verbal clues and not easy to interpret.
-Prospect’s facial expression changes suddenly, eyes widen and genuine interest is clear in facial expression.
-Prospect begins to show agreement nodding.
-Prospect leans forward and appears be intent on hearing your message.
-Prospect begins to examine the product or study the sales literature intently.

Question 4

4. Discuss specific methods of closing the sale.

Answer 4

1. Trial Close (“Monitor Point Close”): A closing attempt made at an opportune time during the sales presentation to encourage the customer to reveal either readiness of unwillingness to buy.
   A trial close is often represented in the form of a probing/confirmation question. Some salespeople use the trial close more than once during the presentation.
2. Direct Appeal Close: Involves simply asking for the order in a straightforward manner.
   It is the most direct closing approach, and many buyers find it attractive. Realistically, most customers expect salespeople to ask for the sale. However, it should not come too early, it should be used until the prospect has displayed a definite interest in the product/service. And the salesperson must gain the prospect’s respect before initiating this appeal. A variation of direct appeal is using a question to determine how close is the customer to making a decision (eg. how close are we to closing the sale?), this calls for a direct answer and customer is encouraged to reflect on the progress of the sale.
3. Assumptive Close (“Take it for granted close”): The salesperson asks for a minor decision, assuming that the customer has already decided to buy.
   Most customers will view either of these statements as the natural conclusion of the events that preceded it. Assumptive close often include a benefit with your request for action. This closing method provides a subtle way to ask for a decision when you are quite certain the customer has already decided to buy.
4. Summary of benefits close: Involves summarizing the most important buyer benefits, re-emphasizing the benefits that will help bring about a favourable decision.
5. Special concession close: Offers the buyer something extra for acting immediately.
6. Multiple options close: When the salesperson gives the prospect several options to consider and tries to assess the prospect’s degree of interest in each.
7. Balance sheet close: A visual way of showing the customer the reasons for making a decision now versus not making the decision now.
8. Management close: Involves bringing the sales manager or senior management to the sales presentation as a way to help close the sale.
9. Impeding event close: Involves making positive use a negative point.

• Adapting to the customer’s communication style:
• Directive: They like doing business with salespeople who display confidence that they can give customers the benefits they want. Directives may reject trial close just to test your confidence level, the highly assertive directive will respect persistence and determination.
• Emotive: Provide support for their opinions and ideas. Maintain good eye contact and be a good listener, don’t let buyer’s emotional statements throw you off balance, expect spontaneous statements, spoken dramatically and impulsively.
• Supportive: expect slow buying decision they worry and about change and taking risks. Understand the risks and provide reassurance before asking for a buying decision. Curb desire to put pressure on the supportive customer-it may make this buyer more indecisive. Patience is important
• Reflective: Make sure to review important factual information, reflexives are less likely to be influenced by emotion, do not pressure quick decisions.

Question 5

5. Explain what to do when the buyer says yes and what to do when the buyer says no.

Answer 5

*Confirmation Step: Reassuring the customer after the sale has been closed, point out that he/she has made the correct decision. This may involve describing the satisfaction of owning the product.
The reason of doing this is to resell the buyer and to prevent buyer’s remorse.
*Buyer’s remorse (“cognitive dissonance”): Feelings of regret, fear, or anxiety that a buyer may feel after placing an order.
Before leaving thank the customer for the order. Everyone likes to think that a purchase is appreciated, no one should believe that a purchase is taken for granted. Never hesitate to ask if the prospect knows anyone else who might benefit from owning the product because a customer is the best source for new prospects, some customers may agree to write an introductory letter on your behalf.

• What to do when the buyer says no:
  1. Make sure the deal is really bad.
  2. Review chain of events. If you carefully look at performance during every aspect of the sales process, you may be able to identify weaknesses that can be corrected.
  3. Interview the customer.