Chapter 15How to Close a Sale

Closing Concepts and Techniques

• Closing the sale (def) – is obtaining an agreement to buy from the customer– Preparing for the sale (pre-approach),

initiating the sale (approach), product presentation and handling objections have led up to this point

• Salespeople must be flexible – You may show a person a product and

almost immediately detect an opportunity to close the sale and you may spend an hour with another who is having difficulty making a decision

Timing the Close

• Buying Signals (def) – things customers do or say to indicate readiness to buy– Facial expressions, body language,

and comments

• Trial Close (def) – an initial effort to close a sale– Test the readiness of customer– You benefit either way

• If they are ready, you made the sale!

• If they are not ready, they will likely tell you why they are not ready to buy and you can continue with the selling process

Rules for Closing the Sale

• Recognize closing opportunities

• Help customers make a decision– If they are having difficulty

deciding, stop showing additional merchandise

– Remove items they are no longer interested in by asking questions

– Narrow to 2 and then summarize major features and benefits, advantages and disadvantages

• Create an Ownership Mentality– Use words that indicate

ownership like you and your

• Do not talk too much or rush– When you think they are ready to

make a decision – stop talking about the product

– Don’t rush them into a decision– Be patient, courteous, polite, and

helpful – customer satisfaction is the #1 interest

Specialized Methods of Closing the Sale

• Which Close (def) – encourages a customer to make a decision between two items– Remove/narrow to two– Review features and benefits

• Standing-room-only Close(def) – used when a product is in short supply or when the price will be going up in the near future– Only used when the situation honestly

calls for it– May be perceived as a high-pressure tactic

• Direct Close (def) – a method in which you ask for the sale– Use when buying signal is very

strong

• Service Close (def) – a closing method in which you explain services that overcome obstacles, problems or instances– Gift wrapping, a return policy,

warranties and guarantees, and bonuses or premiums

Failure to Close the Sale

• If fail, invite customer to shop in the store again

• Get feedback– You are still a prospect for future

business, get something out of a failed sale

• Maintain a positive attitude– Must always be smiling and

friendly – even if a sale fails

• Training, experience, and continuous hard work

Effective Selling

• Maintaining and building clientele is crucial for future sales

• The actual sale is just the beginning

• To keep customers– Make a good impression– Get to know them– Provide excellent customer

service

Suggestion Selling

• (def) – is selling additional goods or services to the customer– Example: toy and batteries

• Benefits the salesperson, the customer, and the company

Rules for Suggestion Selling

• Five basic rules– Use after the customer has

made a commitment to buy but before payment is made

– Make a recommendation from their point of view and give a reason for your suggestion

– Make the suggestion definite– Show the item suggested– Make suggestion positive

Suggestion Selling Methods

1. Offering Related Merchandise– Aka: cross selling– Introduce another product of possible

interest to the customer– Easiest and most effective selling

method

2. Recommending Larger Quantities– Aka: up selling– Works when selling inexpensive items,

savings in money, time, and convenience are involved

• Calling Attention to Special Sales Opportunities– Obligated to communicate

special sales opportunities– Remind customer of arrival of

new merchandise

Maintaining and Building Clientele

• Occurs after the sale• Two key factors:

– After-sale activities– Customer relationship

management

After-sales Activities

• Order Processing– Bag the merchandise with care– Individual wrapping of fragile – Work quickly to bag and

complete payment

• Departure– Reassure of wise buying choices– Educate about special care or

instructions– Remind of how to get best

results– Thank them and invite back!

• Order Fulfillment– More complicated in e-commerce, mail

and phone orders– Includes taking order, financial

processing, picking the right product, packing it well, and shipping according to customer’s preference

– May also include customer service, technical support, and handling returns and refunds

– Make customer happy

• Follow-up– Make arrangements to follow through

on promises made– Checking satisfaction on purchase– Follow-up ideas:

• Call shipping to confirm a special delivery date

• Make sure delivery occurs as promised

• Call and explain any delays• Phone a week or two after to see if

happy• Send a thank you note with a

business card attached

• Customer Service– Handle customer inquiries and

complaints– How complaints are handled is

crucial to maintaining clientele– Customers expect immediate

action– Goal = customer satisfaction

• Keeping a Client File– Take notes on conversation

• Note preference in color, style, size, phone number and address

– B2B notes on personal information• Marital status, children, and hobbies

• Evaluate Sales Efforts– You are your worst critic – self-evaluate

and look for possible improvements for your next sales opportunity

Customer Relationship Management

• CRM (def) – involves finding customers and keeping them satisfied– Technology – software for CRM– Maintain Contact – provide solutions to

customers problems– maintain relationships – direct mail

promotions– Develop Customer Loyalty – inform

about sales, new products, company news, and after-sale activities

– Customer Loyalty and Reward Programs – frequent flier, prize entries, advanced notice of special sales