CLOSING THE SALE

CHAPTER 15

CLOSING THE SALE

This is obtaining positive agreement from the customer to buy.

This is the most often neglected step of the selling process.

Much time, money, and effort has gone into the sale, but a good salesperson must attempt to create an exchange.

It is important to learn when and how to close the sale.

TIMING THE CLOSE

The timing is critical. Trying to close to soon looks like you are rushing

the customer. Trying too late may bore the customer and waste

yours and his time. Look for Buying Signals—these could include

facial expressions, body language, and comments. You could also attempt a Trial Close—an initial

effort to close the sale.

RULES FOR CLOSING A SALE

Recognize Closing Opportunities• Use objections that have been resolved to close the sale.

Help Customers Make a Decision• Try to summarize features and benefits one last time.

Create an Ownership Mentality• Use words that indicate ownership such as you and your.

Don’t Talk Too Much• Be patient, courteous and polite.

Don’t Rush the Customer• Give the customer the time they need, even if they do not buy.

SPECIALIZED METHODS OF CLOSING THE SALE

There are four specialized methods you can use to try to close the deal:– WHICH CLOSE—encourages a customer to make a

decision between two items.– STANDING-ROOM-ONLY CLOSE—use this when

the product is in short supply or the price will be going up. Forces them to act quickly.

– DIRECT CLOSE—you verbally ask for the sale. Only use this when the buying signal is very clear.

– SERVICE CLOSE—this type explains services that may overcome obstacles. Such as warranties, return policies, etc.

FAILURE TO CLOSE THE SALE

If you fail to close in a retail setting, invite the customer to shop in your store again.

In business-to-business, ask if you can call on them again.

Always be friendly and leave on a good note, because these failed customers are still future prospects.

SUGGESTION SELLING

This is the selling of additional goods or services to the customer.

It involves selling them other items that will ultimately save them time and money or make the original purchase more enjoyable.

A camera case for a camera, a box of disks with the computer, a tie to match the shirt.

RULES FOR SUGGESTION SELLING

Do this after the customer has made a commitment to buy, but before payment is made.

Make your recommendations from the customer’s point of view and give at least one reason for your suggestion.

Make the suggestion definite. Don’t say, “Will that be all?”

Show the item you are suggesting. Make the suggestion positive.

SUGGESTION SELLING METHODS

Offering Related Merchandise—tie with a new suit

Recommending Larger Quantities—show the price or time savings.

Call Attention to Special Sales Opportunities—give them the opportunity to take advantage of a bargain.

POST CLOSE PROCEDURES

Four steps remain after the customer has agreed to make a purchase.

These are crucial to customer satisfaction and return.

They are:• Taking Payment/Order

• Departure

• Follow-Up—letter, phone call, e mail

• Evaluation—from self, manager, or customer