1. Section 15.1 Customer Buying Signals
Marketing Essentials
n Chapter 15 Closing the Sale
Section Customer Buying Signals

2. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
What You'll Learn
The buying signals that a customer sends
The rules for closing a sale
The specialized methods of closing a sale

3. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Why It's Important
At a certain point in the sales process, your customer will be ready to make a purchase. Sometimes the decision to buy is quick and easy. At other times, it's more difficult. In this section, you will learn how to recognize customer buying signals and how to close a sale.

4. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Key Terms
closing the sale
buying signals
trial close
which close
standing-room-only close
direct close
service close

5. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Closing the Sale
Closing the sale is obtaining positive agreement from the customer to buy. All your efforts up to this step of the sale have involved helping your customer make buying decisions.

6. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Timing the Close
Close the sale when your customer is ready to buy. Some customers are ready to buy sooner than others, therefore you must be flexible.

7. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Buying Signals
Look for buying signals, the things a customer does that indicate a readiness to buy, such as facial expressions, actions, and comments.
Example: A customer is holding merchandise and smiling, or making comments that imply ownership.

8. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Trial Close
A trial close is an initial effort to close a sale.
Attempt a trial close to test the readiness of the customer and your interpretation of a positive buying signal.

9. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
General Rules for Closing the Sale
You will find it easier to attempt trial closes and to close more sales if you follow a few simple guidelines:
Recognize opportunities.
Help customers make a decision.
Create an ownership mentality.
Don't talk too much.
Don't rush a customer.
Slide 1 of 3

10. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
General Rules for Closing the Sale
Recognize Closing Opportunities Use major objections that have been resolved to close the sale. Take advantage of high customer interest after a dramatic presentation.
Help Customers Make a Decision When a customer is having difficulty making a buying decision, stop showing additional merchandise and remove those things that are no longer of interest.
Slide 2 of 3

11. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
General Rules for Closing the Sale
Create an Ownership Mentality Use words that indicate ownership, such as you and your. Look for minor agreements from the customer on selling points.
Don’t Talk Too Much If you think the customer is ready to make a buying decision, stop talking about the product.
Don’t Rush a Customer Be patient, courteous, polite, and helpful.
Slide 3 of 3

12. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Specialized Methods for Closing the Sale
Certain selling situations warrant the use of specialized methods:
which close
standing-room-only close
direct close
service close
Slide 1 of 3

13. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Specialized Methods for Closing the Sale
Which Close Encourage a customer to make a decision between two items.
Standing-Room-Only close Use this when a product is in short supply or when the price will be going up in the near future.
Example: “This is the last pair of shoes I have in your size.”
Slide 2 of 3

14. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Specialized Methods for Closing the Sale
Direct Close Ask for the sale with non-threatening questions or statements that get the customer ready for the close.
Example: "Based on what I've shown you, how do you feel about this product?"
Service Close Explain services that overcome obstacles or problems: gift-wrapping, a return policy, special sales arrangements, warranties and guarantees, bonuses or premiums, and credit or payment terms.
Slide 3 of 3

15. Customer Buying Signals
SECTION 15.1
Customer Buying Signals
Failure to Close the Sale
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 business-to-business sales, it may be possible to negotiate further.
Remember that even a customer who does not make a purchase is still a prospect for future business.

16. Reviewing Key Terms and Concepts
ASSESSMENT
15.1
Reviewing Key Terms and Concepts
1. What are customer buying signals?
2. When is the right time to close a sale?
3. Provide examples of the following closing methods: which close, standing-room-only close, direct close, and service close
4. Why is the failure to close not a true failure?

17. ASSESSMENT Thinking Critically 15.1
A customer seems to be frustrated because she likes three of the items you have shown her. What can you do to help make her buying decision easier?

18. Standing- Room-Only Close
15.1
Graphic Organizer
Specialized Methods to Close the Sale
Which Close
Closing The
Sale
Standing- Room-Only Close
Service Close
Direct Close

19. Marketing Essentials
End of Section 15.1