CHAPTER 13: “I’ll Buy If…”
What is the most ethical action to take?
A. Tell the customer that you will ll out the preferred non-smoker
application if he agrees to try and quit smoking. However, let him
know that if the doctor disagrees with your application type, you will
have to go with the doctor’s recommendation.
B. Go ahead with the preferred non-smoker application, falsifying
information where you need to. Chances are that no one will nd
out and you can get the commission.
Tell the customer that you cannot submit the preferred non-smoker
application. You might lose the sale, but at least you did not compromise
your job or your values.
CHAPTER 13
CLOSING BEGINS THE RELATIONSHIP
COMMENTS ON CHAPTER 13 SALES APPLICATION QUESTIONS
say “Yes.”
2. A–2 E–2
D–3
3. C–not asking for the order.
4. Yes, it’s best to always ask the customer.
5. True. As soon as you have finished the presentation it is time to ask for the order.
Coke.
COMMENTS ON CASES
Case 13-1: Skaggs Omega
1. Alternatives Ranking Dollar Amount Sold
(Maximum = $1,000)
A $ 0
B First $1,000
$1,000.
A. This isn’t much of a close. It’s weak and may encourage negative comments or objections.
B. This is often called a “trial” or “choice” close. It’s a useful technique that can be used anywhere in
C. Here you’re giving him a choice of “yes” or “no” which is somewhat dangerous. If he says “yes,”
2. The close used here is called an “assumptive” close. It’s direct, it’s positive, it’s effective. Just
Case 13-2: Central Hardware Supply
1. Alternatives Ranking Dollar Amount Sold
(Maximum = $3,000)
A Third -0-
$3,000.
A. Gillespie seems to be wavering when he says “I’d like to think this over, however.” His stall or
objection is certainly weak–especially when preceded by a commitment that your product will
B. Ignoring his “stall” (since it was expressed weakly) is a good technique in some selling
It’s especially good when the objection or stall is a trivial one, or not expressed with conviction. You don’t
C. This is a good technique. Let him tell you what’s holding him back. Being an effective
1. Label each of the selling techniques used by Chris.
S. Let me summarize what we have talked about. You have said that you like the money you will
save by doing the repairs. You also like our response time in saving the flanges so they can be
B. Yes, that is about it.
crew here Monday? (Assumptive close)
B. Not so fast, how reliable is the compound?
S. Gary, it’s very reliable. I did the same service for Mobil Chemical last year and we have not
B. Yeah, I guess so.
B. Chris, I am still hesitant.
S. There must be a reason why you are still hesitating to go ahead now. Do you mind if I ask
B. I just don’t know if it is a sound decision?
B. Yes, it is.
S. Just suppose you could convince yourself that it is a good decision. Then would you want to
go
ahead with the service? (Question 3 of five-question sequence. Note how it is
phrased…you could convince yourself that…)
S. Gary, let me tell you what we have agreed upon so far. You like our on-line repair because of
B. Yes, that’s true.
S. When would you like to have the work done? If we wait too long, it will be difficult to get the
B. Chris, the proposition looks good but I just don’t have the funds this month. Maybe we can do
it next month.
2. Chris had no real weaknesses. He closed in a low-key, natural, conversational manner.
month.”
4. I would use the “five question sequence” close again to verify if Chris really didn’t have the money.
Case 13-4 Steve Santana: Pressured to Close a Big Deal
Cases entitled Perfect Solutions (3-1), Sales Hype (3-2), Dumping Inventory (11-3),
and Steve Santana: Pressured to Close a Big Deal (13-4) were created from
watching their videos. The write-up for each of these cases is an overview of the
video. For this overview and example multiple-choice test questions for each case
please see Part II of your IM entitled “Videos Accompanying Fundamentals of
Selling Through Service: Outlines and Test Questions.”
The following are possible guidelines for answering questions at the end of this
case:
Steve works for a pharmaceutical manufacturer. The company is pressuring his
region, including Steve’s boss.
Rob suggests that Steve go around Claire Manford, Danson’s purchasing agent, and
talk with their chief
Claire says that she is the new fund raising chairperson for an Information and
Referral Center for the Learning Disabled. When Steve tells his boss that she
Steve does not like any of these suggestions. It is apparent he wants to conduct
business, I wonder who gets blamed—Steve or Rob?
The following are possible guidelines for answering questions at the end of this case.
1. What are the ethical considerations, if any, in this case?
A. Ethics Related to Employer
return—Claire’s business.
(3.) Rob is not a Golden Rule manager.
B. Ethics Related to Customer
(1.) Rob wants to place Claire in a compromising position. Rob
C. Ethics Related to Salesperson
(1.) It seems evident that Rob want to influence Steve to close the
(2.) One of the worst aspect of this situation is Rob is preparing
your answers.
A. Steve is operating at Level 3. He wants to follow the Golden Rule to make the sale.
B. Rob is operating at Level 1. He wants the business no matter what the method. He is even willing