Obtaining Customer

1

• Obtaining Customer
• Commitment
• Chapter 11
• Ms. Howatt

2
When to obtain commitment

• Throughout the sales process
• For the sale when there are buying signals

3
Buying Signals

• Buyer questions
• About the product, delivery, installation,
  discounts
• Who else has bought?
• Can it accomplish a certain task?
• Requirements
• We would need it by next week
• Benefit statements
• My employees would really appreciate the fresh
  scent of your line of cleaning products.
• Responses to trial closes

4
Nonverbal Buying Signals

• When the prospect
• Begins closely studying handling the product
• Tests or tries out the product
• Seems pleased by the products performance or
  some feature
• Nods his head in agreement
• Leans toward the salesperson

5
General guidelines for obtaining commitment

• Gain customer commitment throughout sales process
• Maintain positive attitude, show confidence
• Let the customer set the pace
• Be assertive, not aggressive or submissive
• Sell the right item in the right amounts

6

• Closing Methods

7
Best Closing Methods

• Natural
• Brief
• Simple

8
Direct Request

• Can I write an order for 100 pair of 501s?
• May I have the specifications to bid on this
  project?
• Can I meet with you on Tuesday?
• The product does exactly what you wantso, why
  not give it a try?

9
Benefit Summary

• Recap the presentation linking the summary to the
  prospects needs.
• You told me previously that you are particularly
  concerned with giving your customers high quality
  brochures on time. I have shown you our
  automated pre-press system and our five color
  press. We agreed that this allows us to provide
  the fastest turnaround and highest quality color
  printing in the area - allowing you to be free of
  worry beyond the design stage.
• Can we sign an order and start the pre-press?

10
Balance Sheet (Ben Franklin) Method

• Sierra Printers The Competition
• -faster turnaround -lower price
• -color correction -closer location
• -bindery in-house
• -more accurate
• justification
• -free delivery
• -credit

11
Minor Point Close

• The salesperson gives the prospect a choice,
  either of which automatically implies that a sale
  has been made.
• How do you want to get the artboards to me?
• Do you want the smaller or the larger model?
• Would you like that in blue or green?
• Shall we order that with or without the
  collating?

12
Hit the Scales Method

• On a scale of 1 to 10, where are you in your
  thinking?
• Wait for the prospect to answer. If he says
  anything other than 10, the salesperson asks,
• What will it take to get you to 10?
• The answer can be helpful in finding underlying
  final concerns.

13
Assumptive Close

• We can start on Tuesday.
• If we can get it to you by the end of the week,
  is that ok?

14
Puppy Dog Close

• Let me hook up this demonstrator printer to your
  computer for the next week. See how you like it.

15
Continuous Yes Close

• Would you agree that good managers supply their
  employees with the proper tools?
• Yes
• You want to be a good manager, dont you?
• Yes
• These are tools your employees would appreciate.
  Am I right?
• Yes
• So, I should write up an order, shouldnt I?
• Yes

16
Closing on the objection

• Yes, our fax machine does carry a higher
  purchase price, but since it prints on plain
  paper, it will be less expensive over the long
  run. Payback on the difference should be about 3
  months.
• Do you have any other concerns or can I order
  one for you today?

17
Today Close

• Lets order this today before the price goesup
  next week.
• Lets install this today while we still have
  one in stock.
• Companies have been snatching up these new cell
  phones the minute they lay eyes on them. If you
  think you may be interested, I suggest you place
  your order now so I can put the quantity you need
  on hold.

18
Special Deal Close

• Order 10 cases from me today and I can get you
  another case at no charge.
• I can get you a special point of purchase
  display with orders this month.

19
Benefit-in-Reserve Close

• Oh, I forgot to mention, if you order today, I
  can give you a special discount.

20
Emotional Close
21
Closing Mistakes

• Talking past closing signals
• Failing to recognize buying signals
• Projecting a lack of confidence
• Giving up too soon
• Lingering too long after the close
• Inflexibility in using closing techniques
• Being overly aggressive

22
After the sale

• Thank the customer
• Compliment customers good decision
• Assure they will get optimal benefit

23
After no sale

• Thank prospect for his/her time
• Document and track
• Schedule callback if appropriate
• Never give up