1. Chapter 15
Closing the Sale

2. Customer Buying Signals 15.1
After finishing this section you will know:
The buying signals that a customer sends
The rules for closing a sale
The specialized methods of closing a sale

3. Closing the Sale
Closing the sale- obtaining positive agreement from the customer to buy

4. Timing the Close Timing the close
Close the sale when your customer is ready to buy
Some are ready to buy sooner; you must be flexible
The key to closing the sale is customer readiness

5. Buying Signals
Buying signals- the things customers do or say to indicate a readiness to buy
Buying signals include: facial expressions, body language, and comments

6. Buying Signals
Facial expression- a customer holds a product while smiling
Body language- a customer takes an item off the hanger and drapes it over their arm
Comments- “This is exactly what I was looking for.”

7. Trial Close Trial close- an initial effort to close a sale
Trial closes are beneficial for 2 reasons:
Even if the close doesn’t work, you’ll learn from the attempt
If the trial does work, you’ll reach your goal of closing the sale

8. General Rules for Closing the Sale
Professional salespeople have the following traits in common:
Radiate enthusiasm throughout the sales process
Sincere and confident
Truly want to help solve their customer’s problems

9. General Rules for Closing the Sale
Enjoy their profession
Watch for early buying signals and close A.S.A.P.
Constantly practice sale-closing techniques

10. Four Guidelines to Follow
Recognize closing opportunities- you should always use major objections that have been resolved to close the sale
You can also use effective product presentations to excite customers; when customer interest is high, attempt the close

11. Four Guidelines to Follow
Help customers make a decision- when a customer is having difficulty deciding, stop showing additional merchandise
Narrow the selection of items by removing those things that are no longer of interest
Ask questions such as: “Which one of these do you like the least?”
Once you get down to 2 items, you can help the customer decide by summarizing features/benefits or advantages/disadvantages of the products

12. Four Guidelines to Follow
Create an ownership mentality- use words that indicate ownership such as you and your
Example: “You’ll enjoy using this camera on your vacation.”
If you get positive feedback from your customer throughout the sales process: the same positive frame of mind will help create a natural close.

13. Four Guidelines to Follow
Don’t talk too much and don’t rush a customer- if you think a customer is ready to make a buying decision, stop talking about the product
Be patient, courteous, polite, helpful, and remember your primary interest is customer satisfaction

14. Four Specialized Methods for Closing the Sale
Which close- encourages the customer to make a decision between two items
Example: “Which one do you prefer?”

15. Four Specialized Methods for Closing the Sale
Standing room only close- used when a product is in short supply or when the price will be going up in the near future
Only use this close when the situation honestly calls for it.
Example: “I’m sorry, but I can’t promise that I’ll be able to make you this same offer later.”

16. Four Specialized Methods for Closing the Sale
Direct close- you ask for the sale
Use this method when the buying signal is very strong
Example: “Can I assume that we’re ready to talk about the details of your order?”

17. Four Specialized Methods for Closing the Sale
Service close- explains services that overcome obstacles or problems
This includes gift wrapping, return policy, and special sales arrangements

18. Failure to Close
Don’t despair if your initial attempts to close a sale are unsuccessful
In a retail setting: invite the customer to shop in your store again
In a B-to-B setting: the sale is rarely made on the first call
Could negotiate large accounts for over a year before closing the sale

19. Failure to Close
Keep in mind: a customer who doesn’t make a purchase is still a prospect for future business

20. Failure to Close
In a B-to-B selling situation: ask if you may call again
Sometimes buyers feel guilty for buying from one salesperson over another if they have already established a relationship with that person; this could lead to consideration for future purchases

21. Failure to Close
If you established a good rapport with a customer: you can ask them why they chose to buy from another seller over yourself

22. Failure to Close
It is important to smile and act friendly even if you don’t make the sale
Sometimes buyers are convinced by a presentation, but not ready to buy
Salespeople are made not born.
Success at selling is the result of training, apprenticeship, and experience

23. Assignment
Page 261
#1-6

24. Effective Selling 15.2 After finishing this section, you will know:
Why suggestion selling is important
The rules for effective suggestion selling
Specialized suggestion selling methods
The concept of relationship marketing and how it is related to the sales process

25. Suggestion Selling
Suggestion selling- selling additional goods or services to the customer
When selling a digital camera, sell a memory card or batteries to go along with the camera

26. Benefits of Suggestion Selling
Suggestion selling benefits:
The salesperson by: customers wanting to do business with you again
The customer because: they are more pleased with the original purchase
The company because: the time and cost involved in suggestion selling is less than the cost of making the original sale
Example: At McDonalds: “Would you like fries with that?”

27. Rules for Suggestion Selling
Do suggestion selling after the customer has made a commitment to buy, but before payment is made or the order written- some products can be introduced before the close if those accessories are a major benefit
Examples: extended warranties, boot protector

28. Rules for Suggestion Selling
Make your recommendation from the customer’s point of view and give at least one reason for your suggestion- “If you want to use your camera immediately, you might want to buy a memory card or batteries for it.”

29. Rules for Suggestion Selling
Make the suggestion definite- don’t ask; “Will that be all?” say; “This oil is recommended by the manufacturer for this engine.”
Show an item you are suggesting- the item might sell itself
Example: “These gloves and scarf match your jacket perfectly.”

30. Rules for Suggestion Selling
Make the suggestion positive- “This sweater really brings out your eyes beautifully.”

31. 3 Suggestion Selling Methods
Offering related merchandise- a good or service that would increase the ease or enjoyment of the customer’s original purchase
The easiest and most effective suggestion selling method

32. 3 Suggestion Selling Methods
Recommending larger quantities- works best in retail settings when the customer is saving time or money by buying the larger quantity
Example: “1 pair of socks costs $4, but you can get 3 pairs for $10.”

33. 3 Suggestion Selling Methods
Calling attention to special sales opportunities- salespeople are obligated to inform customers of special sales even if they don’t relate to the original purchase
Examples-retail: “…”
Examples-B-to-B: show new items

34. Relationship Marketing
Relationship marketing- strategies businesses use to stay close to their customers
After sale activities are used to develop and nurture customer relationships
Think of after-sale activities as part of an ongoing dialog with customers in preparation for future sales

35. Taking Payment/Taking the Order
Take payments or orders with courtesy
Complete paperwork quickly
Don’t irritate the customer at this stage in the sale
Annoyed customers may say; “Forget the order, I don’t want it anymore.”

36. Departure
Before you leave the customer or the customer leaves you: reassure them of their purchase
Always thank your customers, even if they don’t buy

37. Follow-Up Some follow-up ideas:
Call the shipping department to confirm delivery date
Check to make sure that the delivery occurs as promised
Call the customer to explain any delays
Phone a week or two after the purchase to see if the customer is happy
Send a thank-you note with your business card

38. Evaluation
Some businesses: send questionnaires or call customers to check on how well they were treated
The results are passed on to salespeople so they can improve their techniques

39. Evaluation
You should conduct your own evaluation by asking questions of your self such as:
What were the strong points of your presentation?
What did you do wrong?
How could you have improved your performance?

40. Assignment
Page 268
Reviewing Key Terms # 1-5