CHAPTER 12
Closing Begins the Relationship
LECTURE OUTLINE
I. THE CORE PRINCIPLES: CLOSING
A. Remember to do what’s best for the customer.
B. Ask yourself, “Should they buy this?” If the answer is no, tell them you don’t
think they really need the product.
C. If the buyer still wants to buy, let the CORE PRINCIPLES OF
PROFESSIONAL SELLING be your guide.
2. Placing the other person’s interest first builds long-term relationships.
II. WHEN SHOULD I POP THE QUESTION?
A. Closing – the process of helping people make a decision that will benefit them. You
help them make that decision by asking them to buy.
B. Attempt to close the sale when the prospect is ready. More specifically, when the
prospect is in the “conviction stage” of the mental buying process.
III. READING BUYING SIGNALS
A. Buying Signals – refer to anything prospects say or do to indicate that they are ready
to buy.
B. Several ways prospects signal that they are ready to buy:
1. Asks questions.
2. Asks another person’s opinion.
3. Relaxes and becomes friendly.
5. Carefully examines merchandise.
6. Display positive body language
C. A buyer may send verbal and non-verbal signals at any time before and during your
sales presentation.
IV. WHAT MAKES A GOOD CLOSER?
A. Good closers have a strong desire to close each sale – they have a positive attitude,
know their customers, and tailor their presentations to meet each one’s specific
needs.
B. Good closers spend time preparing.
C. Successful salespeople do not stop on the prospect’s first no.
D. Ask for the order, and be quiet. You must put the prospect in the position of having
to:
2. Speak first.
3. Respond to the close.
E. Get the order then move on! – In continuing to talk, you may give information that
changes the buyer’s mind.
V. HOW MANY TIMES SHOULD YOU CLOSE? –
1. Three to five well-executed closes is a minimum for successful salespeople.
C. Example of closing more than one close.
VI. CLOSING UNDER FIRE – You must be able to ask a prospect, who may be in a bad mood
or may even appear hostile toward you, to buy.
VII. DIFFICULTIES WHEN CLOSING
A. One reason salespeople may fail to close a sale and get an order is that they are not
confident in their ability to close.
B. Salespeople often determine on their own that the prospect does not need the quantity
or type of merchandise, or that the prospect simply should not buy.
C. The salesperson may not have worked hard enough in developing a customer profile
and benefit plan, resulting in a poor presentation.
VIII. ESSENTIALS OF CLOSING SALES
A. Be sure your prospect understands what you are saying in your presentation.
B. Always present a complete story to ensure understanding.
C. Tailor your close to each presentation.
D. Everything you do and say should take into consideration the customer’s point of
view.
E. Never stop at the first “no.”
F. Learn to recognize buying signals.
G. Before you close, attempt a trial close.
J. Develop and maintain a positive, confident and enthusiastic attitude toward yourself,
your products, your prospects, and your close.
IX. GETTING READY FOR CLOSING
A. One important element to consider.
1. Don’t miss an important issue
2. any salespeople have learned that it’s important to confirm the buyer
B. Did I miss anything
1. Before formally closing, salesperson should ask if he missed anything or if the
buyer perceives any risks
1. Are there any areas about this solution that we have not addressed
adequately?
2. Do you have any specific concerns about the solution?
3. What areas are you unsure of at this time?
4. What am I missing to ensure this meets your needs?
X. TWELVE KEYS TO A SUCCESSFUL CLOSING
A. These keys are:
1. Think success.
2. Plan your sales call.
3. Confirm your prospect’s needs in the approach.
4. Give a great presentation.
5. Use trial closes during and before your presentation.
6. Smoke out your prospect’s real objections.
7. Overcome these real objections.
8. Use a trial close after overcoming each objection.
10. Use trial close to confirm 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 them and their
customers, and if they are capable of performing each key, they will earn the right to
close.
XI. CLOSING TECHNIQUES
A. Successful salespeople should be able to adapt their planned presentation to any
prospect or situation that may arise.
B. Commonly used closing techniques.
1. Summary of Benefits close – summarize the product’s benefits in a positive
manner so that the prospect agrees with what you are saying; then ask for the
order. You can easily adapt FAB statements, discussed in Chapter 3, for your
“summary” close
2. Direct close
1. Salesperson asks the customer for a decision in a straightforward, candid
manner.
2. Salesperson may ask the customer, “Do you feel comfortable moving
forward and signing the agreement now?”
3. Question close
2. “Would you be willing to set a meeting with John, you, and me next
week to discuss the next steps in the process?”
4. Probability or rating close
1. Probability close – ask prospects, who are delaying, what the probability
of doing business at a later time is. This permits prospects to focus in on
and discover their own hidden objectives.
5. Negotiation close
1. Negotiation close – finds ways for everyone to have a fair share
6. Technology close
1. Technology close – incorporates appropriate technology to close the sale
7. Visual aids close
1. Often, salespeople use visual aids in their closing. They integrate
visuals, such as documents, slides, and sales sheets.
2. It is an effective way to visually convey or reinforce a point.
C. CLOSE BASED ON THE SITUATION – Since different closing techniques work
best for certain situations, salespeople often identify the common objections they
encounter and develop specific approaches to closing designed to overcome these
objections.
D. Techniques used in specific situation
1. Assumptive close
1. Assumptive close – the salesperson assumes the prospect will buy. –
2. Alternative choice close
1. Alternative choice close is an old favorite; it provides a choice between
something and something; never between something and nothing. –
Example: “Which do you prefer?” or “Would you prefer A or B?” (I like
the second example.)
3. Minor points close
1. Minor-points close – similar to the alternative-choice close, but the
minor-points close asks the prospect to make a low-risk decision on a
minor, usually low-cost element of a single product such as delivery
dates, optimal features, etc.
4. Compliment close
1. Compliment close – by complimenting them, you get them to listen and
respond favorably to your presentation.
5. Standing room only close
1. Standing Room Only close – indicates that if they do not act now, they
may not be able to buy in the future. It should only be used in complete
honesty.
6. Continuous yes close
1. Continuous-yes close – like the summary close; however, instead of
summarizing product benefits, the salesperson develops a series of
benefits questions which the prospect must answer
7. T account of balance sheet close
1. T-account or Balance Sheet Close — is based on the process people go
through when they make a decision, weighing the cons against the pros.
The same as debits and credits, act or not act, etc. The Modified T-
Account or Balance Sheet Close — only list the reasons to buy. Some
XII. PREPARE A MULTIPLE CLOSE SEQUENCE – By keeping several difficult closes ready to
aid you in any situation, you will put yourself in a better position to close more sales.
XIII. THE BUSINESS PROPOSITION AND THE CLOSE
A. The business proposition is the discussion of costs. Markups, value analysis, or a
Return-On-Investment (ROI) profit forecast.
B. Follows discussion of a product’s FABs and marketing plan.
C. The marketing plan explains:
2. For end users, how they can use the product.
D. Use a visual aid to close. A visual aid works well in discussing the business
proposition when closing.
E. Closing begins the relationship.
1. When you make a sale for the first time, a prospect becomes a customer.
2. Earn the right to sell to the customer again.
a. Follow the Core Principles of Professional Selling.
b. Provide exceptional service after the sale.
F. .
XIV. RESEARCH REINFORCES THESE SALES SUCCESS STRATEGIES
A. One research report reinforces several of the key procedures that will improve your
sales performance.
B. Six common mistakes that researchers found which prevented successful sales calls:
1. Tells instead of sells; doesn’t ask enough questions.
2. Over-controls the call; asks too many closed-ended questions.
3. Doesn’t respond to customer needs with benefits.
4. Doesn’t recognize needs; gives benefits prematurely
6. Makes weak closing statements; doesn’t recognize when or how to close.
XV. KEYS TO IMPROVED SELLING
A. Ask questions to gather information and uncover needs.
B. Recognize when a customer has a real need and how the benefits of the product or
service can satisfy it.
C. Establish a balanced dialogue with customers.
D. Recognize and handle negative customer attitudes promptly and directly.
E. Use a benefits summary and an action plan requiring commitment when closing.
XVI. CLOSING BEGINS THE RELATIONSHIP
A. After closing, discuss action steps
1. Your goal is to describe the action steps you will immediately accomplish as
well as any action steps the buyer has agreed upon
XVII. WHEN YOU DO NOT MAKE THE SALE
A. Act as a professional, adult salesperson, and do not take the buyer’s denial personally,
but recognize it as a business decision that the buyer must make given the
circumstances.
B. The proper handling of a no-sale situation actually helps build a sound business
relationship with your customers.
C. Ask why you lost out – learn from your no-sales as well as your successes