1. Obtaining Commitment Some questions answered in this chapter are:
How much emphasis should be placed on closing the sale?
Why is obtaining the commitment important?
When is the best time to obtain commitment?
Which methods of securing commitment are appropriate for developing partnerships?
How should pricing be presented?
What should a salesperson do when the prospect says yes? When the prospect says no?
What causes difficulties in obtaining commitment, and how can these issues be overcome?
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2. Obtaining Commitment Today
Buyers want to buy, not be sold.
Reliance on closing techniques may reduce the chance of making a sale.
No commitment, no sale.
Relationship commitment vs. single sale.
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3. Obtaining Commitment Today (continued)
Part of the process
Salespeople actually gain commitment repeatedly
Important in moving the account through the relationship process
The importance of securing commitment
Tells the salesperson what to do next
Defines the status of the client
Time to make a sale
Customer realization of benefits
Company good will and profit
Financial rewards for the salesperson
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4. Financial Terms and Conditions
Discounts
Quantity discounts
Credit terms
Cash discounts for early payment
Shipping costs
Free on board (FOB)
FOB destination
FOB shipping
FOB installed
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5. Financial Terms and Conditions (continued)
Presenting price
Usually discussed at the end
Price is carefully set after studying:
The competitor’s offerings
The value delivered by the product or service
The cost of providing the product or service
Present with confidence
Not the focus of the presentation
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6. When to Attempt to Obtain Commitment
Buyer comments
Buyer questions
Requirements
Benefit statements
Responses to trial closes
Nonverbal cues
Facial expressions
Actions
Requirements are conditions that have to be met before a purchase can take place.
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7. How to Successfully Obtain Commitment
Maintain a positive attitude
Let the customer set the pace
Be assertive, not aggressive
Sell the right item in the right amounts
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8. How to Successfully Obtain Commitment
Look
Lean
Lower
Ask
Shut up
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9. How Aggressive, Submissive, and Assertive Salespeople Handle Sales Activities
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10. Effective Methods
The salesperson’s purpose is to sell the right product in the right amounts.
The seller should sell in a fashion consistent with the way the buyer prefers to buy.
Buyers need a choice.
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11. Effective Methods (continued)
Direct request
Simply ask for it
Benefit summary
Reminds the buyer of the agreed-on benefits of the proposal
Balance sheet method
List pros and cons
Probing method
Initially uses another method
Uses a series of probing questions
Consider cultural differences
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12. Effective Methods (continued)
Alternative choice
Limit choices
Other methods
Many methods tend to be ineffective with sophisticated customers
The buyer must trust the salesperson, the company, and the product
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13. Some Traditional Closing Methods
and tacky
Minor-point close
Continuous yes close
Assumptive close
Standing-room only close
Benefit-in-reverse close
Emotional close
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14. If Commitment is Obtained
No surprises
Go over all important information
Confirm the customer’s choice
Assure customers they have made an intelligent choice
Get the signature
Make the actual signing an easy, routine procedure
Fill out the order blank accurately and promptly
Be careful not to exhibit any excess eagerness or excitement at signing time
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15. If Commitment is Obtained (continued)
Show appreciation
Thank-you letter
Small gift
Genuine but not effusive
Cultivate for future calls
How the salesperson treats the customer is the biggest determinant of future sales
Review the actions to be taken
Avoid misunderstandings
Be sure the buyer gets what they were promised
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16. If Commitment is Not Obtained
Some reasons for lost opportunities
Wrong attitudes
Poor presentation
Poor habits and skills
Discovering the cause
Critical so that salespeople can proceed intelligently to eliminate the barriers
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17. If Commitment is Not Obtained (continued)
Suggestions for dealing with rejection
Maintain the proper perspective
Recommend other sources
Good manners are important
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18. Bringing the Interview to a Close
Most sales take several calls to complete
Leave with a clear plan for all parties
Review what you will do next
What the customer will do next
When you will meet again
Follow-up promptly with a thank-you and reminder note
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19. Commitments should result in a win-win situation for all parties.
Summary
Commitment cannot be obtained by some magical or miraculous technique if the salesperson has failed to prepare the prospect to make this decision throughout the presentation.
Commitments should result in a win-win situation for all parties.
Pricing is an important element of any sale and is usually presented at the time of closing.
There is no one “right” time to obtain commitment.
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20. Summary (continued)
To successfully obtain commitment, the salesperson needs to:
Maintain a positive attitude
Allow the customer to set the pace
Be assertive rather than aggressive
Sell the right item in the right amounts
No one method of obtaining commitment works best for all buyers.
If commitment was obtained, the salesperson should immediately assure the buyer that the choice was judicious.
If commitment was not obtained, the salesperson should analyze the reasons.
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