978-0134477404 Chapter 14 Part 1

Unlock access to all the studying documents.

View Full Document

14-1

Chapter 14

ADAPTING THE CLOSE AND

CONFIRMING THE PARTNERSHIP

EXTENDED PRESENTATION OUTLINE

Closing the sale is usually not difficult if everything is handled properly throughout the

sales presentation. A well-prepared salesperson approaches the close with confidence.

As part of the Adaptive Selling Today Training Video Series, this chapter features the

video segment “Ask for the Order and Get It.” It covers the fear of asking for the order, why it is

important to adapt and then ask a closing question, effective methods to adapt and use when

asking for the order, and when to ask for the order.

I. Adapting the Close – An Attitude That Adds Value

A. We have seen major changes in the way closing is perceived.

1. Prior to the introduction of consultative selling and the partnering era, closing was

often presented as the most important aspect of the sales process.

2. Early sales training literature encouraged manipulation of the customer.

3. Use of any closing method that is perceived by the customer as pushy or manipulative

will damage chances of building a long-term partnership, even if you do get the sale.

4. Closing should not be viewed as a strategy to win at the expense of the customer.

5. Once the best solution is determined, asking for the order is the next logical step.

6. Some closing methods can move the customer from indecision to commitment.

7. Asking for the order is less difficult if the salesperson is strategically prepared for the

close.

8. Preparation for the close involves:

a. Understanding customer needs

1. Closing the sale is usually easier if you look at the value proposition from the

prospect’s point of view.

2. The following buying anxieties help explain why some customers are reluctant to

14-2

c. Social or peer pressures

C. Closing the sale – the beginning of the partnership

1. There is a building process that begins with an interesting approach and need

discovery.

2. Continues with effective product selection and presentation of benefits that build

desire for the product.

3. Well-planned demonstration and after negotiating sales resistance, it is time to obtain

commitment.

Closing should be thought of as the beginning of a long-term partnership.

1. Focus on dominant buying motives.

a. Be alert to the one specific benefit that generates the most excitement and give

2. Longer selling cycles and incremental commitments

a. Longer selling cycles are a fact of life in many industries.

3. Negotiating tough points before attempting the close

a. Many products are vulnerable in one or more areas. If left until last or ignored, the

4. Avoid surprises at the close.

a. Some salespeople make the mistake of waiting until the close to reveal

5. Tough-mindedness: displaying a high degree of self-confidence at the close

a. If you believe in your product and your company and have identified a genuine

14-3

6. Ask for the order more than once.

a. Too often salespeople ask for the order only once and then give up.

b. In some situations, the positive response will not come until the fourth or fifth

1. Many prospects will signal their degree of commitment.

2. Recognizing situational clues allows you to modify your self-behavior to use the

1. Questions: Consider a trial close after responding to a question from the prospect,

such as, “Do you need a credit plan to cover this purchase?”

2. Recognitions: Recognition is any positive statement by the prospect, such as, “We

like the quality control system you have recommended.”

3. Requirements: Sometimes the customer outlines a condition that must be met before

1. Examples of non-verbal clues include:

a. A sudden change in facial expression (the person’s eyes widen) may indicate

2. When you observe or sense one of these nonverbal buying clues, do not hesitate to

ask for commitment.

Important buying signals may surface at any time. Do not miss them.

IV. Specific Methods for Closing the Sale

A. The sales presentation is a process, not a single action.

1. Each step during the process should create another layer of trust and move the

customer closer to making the purchase.

2. Best bet is to preplan several closing methods and adapt the ones that seem

appropriate to each customer (see Figure 14.3).

3. Often a good idea to be prepared to use a combination of closing methods that fit the

customer.

4. Keep in mind that the goal is not only to close the sale but also to develop a long-term

partnership.

14-4

B. Trial close

1. Trial close is a closing attempt made at an opportune time during the sales

2. Can also be effectively adapted to achieving incremental commitment in more

complex multi-call sales.

3. Often is presented in the form of a confirmation question.

4. Use the trial close more than once during the sales presentation

5. Closing attempts should be made at opportune times during the sales presentation.

6. Most appropriate after obtaining sufficient agreements to buy.

Appropriate to attempt a trial close after steps two, three, or four of the six-step

1. Direct appeal close has the advantage of clarity and simplicity.

2. Should not come too early.

3. Variation of direct appeal close: Use of a question to determine how close the

1. Assumptive close (or take–it–for-granted close), asks for a minor

decision, assuming that the customer has already decided to buy

a. Comes near the end of the planned presentation.

b. Genuine need has been identified, solutions/benefits have been presented,

effective sales demonstration has been presented, and objections have been

handled satisfactorily.

c. Assumptive close usually takes the form of a question that focuses on a minor

point.

E. Summary-of-benefits close

1. Summary-of–benefits close: Goal is to reemphasize the value-added benefits that can

help bring about a favorable decision.

2. This tactic is also referred to as the step–by-step close.

3. Appropriate in situations where a great deal of material has been covered and

prospect may not be able to put the entire picture together without help.

4. Closing statement gives the opportunity to restate how the benefits will outweigh the

costs.

5. Summarize most important buyer benefits that will produce a favorable decision.

6. Review all the important elements of the value proposition; then ask a need-

satisfaction question.

7. After the summary-of-benefit close, consider asking a need satisfaction question.

8. Need-satisfaction question is designed to move the sales process toward commitment

and action.

14-5

F. Special-concession close

1. Special-concession close offers the buyer an extra incentive for acting immediately:,

2. Use with care because some buyers are skeptical of concessions.

G. Multiple options close

1. Multiple options close: Allow the person to examine several different

options, and try to assess the degree of interest in each one.

2. Follows three steps

a. Configure more than one solution.

1. Helps the buyer make a decision even though they have been given plenty of

information.

2. The salesperson draws a “T” on a sheet of paper and places captions on each side of

the crossbar, reasons for buying now (left) and reasons for not buying now.

This closing method will not be effective if the salesperson is doing all the talking.

I. Management close

1. To close a major account, salespeople sometimes call on top management for help.

2. Important reason to involve management is to make prospects feel your whole

1. Impending event close, also known as the positive/negative

technique, involves making positive use of a negative point.

2. Technique requires that you know the needs of the prospects well enough to turn their

objectives into your selling points.

3. Need to have a good relationship with your prospects to make the method work.

K. Combination closes

1. In some cases, the most effective close is one that combines two or more of the

1. People with different behavior styles make their decisions in very distinct ways.

2. We need to take the prospect’s style into consideration when deciding how to adapt

the close:

1. Success in selling can depend in large part on learning how to make these closing

methods work for you.

2. Gaining experience using adaptive selling techniques can result in increased

recognition of opportunities and greater effectiveness.

14-6

3. You can speed up the learning process with preparation and practice.

4. Role-playing is one of the best ways to experience the feelings that accompany

closing and to practice the skills needed to close sales.

a. To prepare the role-play, anticipate various closing scenarios and then prepare a

written script of the drama.

b. Find someone (your sales manager, friend, or spouse) to play the role of the

customer and give that person a script to act out.

c. Practice the role-plays by video recording them, and then sit back and observe

your performance.

d. Use the closing worksheet (see Figure 14.3) to prepare for practice sessions.

V. Confirming the Partnership When the Buyer Says Yes

A. Be sure all details related to the purchase agreement are completed; check everything

with buyer; ask for signature, if necessary.

B. Reassure customer by pointing out that he or she has made the correct decision and

describe the satisfaction that will come with ownership of product or service (this

confirmation step helps reduce buyer’s remorse).

1. Buyer’s remorse is an emotional response that can take various forms such as

feelings of regret, fear, or anxiety.

1.Here are some things you should do after a lost sale:

a. Make sure the deal is really dead.

1. You should do everything possible to help the customer make an intelligent

comparison.

2. It always good practice to review your product’s strong points one more time.

3. Give special emphasis to areas in which your product has a superior advantage over

the competition.

Make it easy for the person to buy your product at some future date.