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CHAPTER 13
Closing Begins the Relationship
LECTURE OUTLINE
I. THE GOLDEN RULE CLOSING
guide.
II. WHEN SHOULD I POP THE QUESTION?
them to buy.
B. Attempt to close the sale when the prospect is ready. More
III. READING BUYING SIGNALS
1. Asks questions.
2. Asks another person’s opinion.
C. A buyer may send verbal and non-verbal signals at any time
IV. WHAT MAKES A GOOD CLOSER?
A. Good closers have a strong desire to close each sale - they
B. Good closers spend time preparing.
D. Ask for the order, and be quiet. You must put the prospect in
the position of having to:
1. Make a decision.
E. Get the order then move on! - In continuing to talk, you may
V. HOW MANY TIMES SHOULD YOU CLOSE? - Three to /ve
A. Example of using more than one close.
VI. CLOSING UNDER FIRE - You must be able to ask a prospect, who
VII. DIFFICULTIES WHEN CLOSING
A. One reason salespeople may fail to close a sale and get an
B. Salespeople often determine on their own that the prospect
the prospect simply should not buy.
C. The salesperson may not have worked hard enough in
VIII. ESSENTIALS OF CLOSING SALES
A. Be sure your prospect understands what you are saying in
B. Always present a complete story to ensure understanding.
E. Never stop at the first “no.”
commitment to reach your goals.
J. Develop and maintain a positive, confident and enthusiastic
IX. TWELVE KEYS TO A SUCCESSFUL CLOSING
A. These keys are:
1. Think success.
2. Plan your sales call.
3. Con/rm your prospect’s needs in the approach.
10. Use trial close to con/rm step 9.
11. Ask for the order and then be quiet.
12. Leave the door open! Act as a professional.
B. If salespeople understand how each of the 12 keys applies to
X. PREPARE SEVERAL CLOSING TECHNIQUES
A. Successful salespeople should be able to adapt their planned
B. Eleven of the more commonly used closing techniques.
1. Alternative choice close is an old favorite; it provides a
choice between something and something; never
2. Assumptive close - the salesperson assumes the prospect
3. Compliment close - by complimenting them, you get
4. Summary of benefit close - summarize the product’s
your “summary” close.
5. Continuous-yes close - like the summary close; however,
prospect must answer.
6. Minor-points close - similar to the alternative-choice close,
etc.
7. T-account or Balance Sheet Close — is based on the
8. Standing Room Only close - indicates that if they do not
9. Probability close - ask prospects, who are delaying, what
the probability of doing business at a later time is. This
10. Negotiation close - /nds ways for everyone to have a
11. Technology close - incorporates appropriate
XI. PREPARE A MULTIPLE CLOSE SEQUENCE - By keeping several diOcult
XII. CLOSE BASED ON THE SITUATION - Since diPerent closing
techniques work best for certain situations, salespeople often
XIII. RESEARCH REINFORCES THESE SALES SUCCESS STRATEGIES
A. One research report reinforces several of the key procedures
B. Six common mistakes that researchers found which prevented
successful sales calls:
1. Tells instead of sells; doesn’t ask enough questions.
ePectively.
6. Makes weak closing statements; doesn’t recognize when
or how to close.
XIV. KEYS TO IMPROVED SELLING
A. Ask questions to gather information and uncover needs.
and directly.
E. Use a benefits summary and an action plan requiring
commitment when closing.
XV. THE BUSINESS PROPOSITION AND THE CLOSE
A. The business proposition is the discussion of costs. Markups,
forecast.
C. The marketing plan explains:
1. For wholesalers or retailers, how they should resell the
product.
2. For end users, how they can use the product.
D. Use a visual aid to close. A visual aid works well in discussing
E. Closing begins the relationship.
1. When you make a sale for the first time, a prospect
2. Earn the right to sell to the customer again.
a. Follow the Golden Rule of Personal Selling.
XVI. WHEN YOU DO NOT MAKE THE SALE
A. Act as a professional, adult salesperson, and do not take the
B. The proper handling of a no-sale situation actually helps build
C. Ask why you lost out - learn from your no-sales as well as your
