Closing the Sale

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Closing the Sale

• Presenter Kim Kessler
• Director of Donor Recruitment Marketing
  American Red Cross
• Central Ohio Blood Services Region

May 15, 2009
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The positive end of any sale is closing with a
Yes
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Closing the Sale

• Usually, if a sale is not closed, its because
  the salesperson didnt ask the right questions
• Listening to the coordinator and watching
  non-verbals ensures an accurate response to the
  needs of the organization
• Make it easy with minimum impact to their
  operation.
• Sometimes, its not just the question, its how
  the information was presented

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Closing the Sale

• Why that group and their significance to the
  community.
• Set the stage or use a story to help the
  coordinator rationalize the yes decision
• Suggest blood drive dates once enough information
  about the group is obtained. Feel out the
  response and have counter dates ready.

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Things NOT to say Avoid open-ended questions

• Would you want to hold a blood drive for us?
• Any chance you are available in May?
• I know you are really busy but..
• Which day or month would be best for you?

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Closing Lines
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Closing Lines

• If they hesitate, and they are a repeat group,
  use a previous drive to sway their decision.
  Establish their important identity in the
  mission and that their participation does make
  the difference.Carol Coordinator, when you
  said yes to the last drive, we were able to
  work together to collect 30 units of blood for
  area hospital patients. Lets schedule you for
  _______ as the next drive.

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Closing Lines

• When you say yes to another drive, you are not
  saying yes to the Red Cross but to the hospital
  patients that need life-saving blood products.
  Lets schedule you for Monday to help support
  our need for platelets.

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Closing Lines

• If it is a group that would have peer pressure
  within their business, for instance a church,
  insurance group, etc., try this approach..

• Mrs. Coordinator (coordinates the drive at
  the Catholic Church), you probably are aware that
  St. Matthews down the street just held a drive
  and collected 50 units from their church members.
  A Sunday worked very well for them.which Sunday
  in September would work best, the 14th or the
  21st?

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Closing Lines

• With churches, make sure to include
• I know your church is very mission focused and
  what could be more community involved than
  donating blood for patients in our area
  hospitals?
• Lets schedule you during the Christmas holiday
  to support patients who are hospitalized. We can
  schedule you on Christmas Eve morning to avoid
  interfering with evening services.

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Closing Lines

• With businesses always include the positive
  exposure of community service. NetJets has such
  an outstanding reputation in the business world.
  Partnering with the American Red Cross on a blood
  drive would be a positive reflection of the
  support NetJets offers to the community.

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Closing Lines

• With Universities research the schools web site
  and demonstrate the value added to the
  institution Central Ohio University is a world
  class school that is a recognizable leader in
  providing outstanding learning experiences.
  Partnering with the American Red Cross will
  provide your student body an opportunity to use
  their skills in management, marketing, and life
  saving by following our process. Will you support
  this partnership and commit to 1,000 more units
  this year?

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Things you ALWAYS do.
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Always

• Prepare for the meeting - know the history of
  the group - prepare your closing statement based
  on your knowledge of the coordinator. Always
  prepare for any contact with a coordinator in
  person or by phone.

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Always

• Always try to make the ask in person - its much
  more difficult for someone to say No.
• Always let them know they are an important part
  of the community and with their support, the
  mission is made possible.

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Always

• If you are prospecting a new group, do some
  background work on what type of organizations
  they support.

• When talking with the coordinator on the next
  date you want to schedule, make sure to ask for
  at least two additional future dates. You could
  sell three dates in one ask.

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Always

• Build a relationship with your coordinator. Make
  notes that would help you remember specific
  things about themi.e., number of children,
  hobbies, etc.

• Educate your coordinators on why we need them
  Mondays, Fridays and holidays.

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Always

• Its easy for groups to cancel if they havent
  been sold on the need for blood. Make sure they
  know the units are promised to the hospitals.
  This may be a reminder that all coordinators need
  at every confirmation.

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And most important, ALWAYS CLOSE THE SALE

• When you end the call, let them know when they
  will be hearing from you again.
• Thank them for their willingness to help the Red
  Cross.
• Consider sending a letter to their supervisor
  telling them how well they organized the last
  drive and the results.

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Thank you