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Various Techniques
A variety of techniques can be used to close the sale. The best approach often depends upon
the salesperson's individual selling style, the prospect, the product or
service that is offered, and the salesperson's earlier success in convincing
the prospect of the advantages of the product and the benefits that it
offers.
Direct Close
The direct close assumes that the prospect is ready to buy. In closing, the
salesperson asks a direct question such as the following:
* "We can deliver your sofa next week.
What is the address that we should ship to?"
* "You want this in green, don't
you?"
* "Will this be cash or a charge?"
* "Would you like to put this on a budget
plan?"
Assumptive Close
The assumptive close is a modification of the direct close. The salesperson
assumes that the prospect is ready to buy, but asks less direct questions,
such as:
* "Which color do you prefer, red or
green?"
* "Which model do you prefer, the
standard or the deluxe?"
* "Have you decided where you would like
the machine installed?"
* "Shall I call an electrician to arrange
the installation?"
Dealing with Delay
Not all closing attempts are immediately successful.
The prospect may delay, unable to make a decision. If so, the salesperson
should ask the reason for the delay. The reason will often help the
salesperson plan the next course of action in reestablishing the presentation
of the product or service.
For example, the prospect might say: "I think I'll stick with my present
machine a while longer." If you properly qualified the prospect earlier,
you might respond: "But didn't you say that repair costs were running
awfully high? Isn't it worth a few dollars to know that you will save on
maintenance costs, and not have to worry about a breakdown at a critical
time?"
Dealing with Objections
A prospect may express some objection, real or imaginary, to your product. An
objection should never be considered a barrier to a sale. Once you know about
it, it is no longer a barrier, simply a hurdle that must be cleared.
A prospect may say, "Your price is too high." First of all, try to
find out
how much too high. Perhaps it can be reduced. Or, the objection might be a
signal to reemphasize more features of the product that offset any apparent
price disadvantage.
Open-ended Close
In the open-ended close, the salesperson asks open-ended questions that imply
readiness to buy, such as:
* "How soon will you need the sofa?"
* "When should I arrange for
installation?"
The prospect's answer to these questions leads to an easy close. If the
prospect needs the sofa in three weeks, the salesperson can respond,
"Then I'll need an order right away, to assure you of delivery on
time."
Action Close
The salesperson takes some positive step toward clinching the order, such as:
* "I'll write up the order right now and
as soon as you sign it, we can deliver."
* "I'll call the warehouse and see if
they can ship immediately."
Urgency Close
The salesperson advises the prospect of some compelling reason for ordering
immediately.
* "That's a pretty tight schedule. I'll
have to get an answer
from you very quickly if we are going to be able to meet
it."
* "That item has been very popular and
right now our inventory is running pretty low."
* "Our special price on this product ends
the 15th of the month."
Choosing the Closing Technique
The choice of closing techniques will depend upon you, your
selling style, your customer, and the facts. Regardless of the technique that
you choose for your business, the most important thing to remember is that
you pursue some closing technique and don't avoid this critical step.
Developing Selling Skills
Some people seem to be born with natural powers of persuasion. At an early
age, they can easily convince a person of the value of some product or
service. However, not all people have these inherent skills.
These skills must be developed, and the way to develop them is through the
use of a logical, well-considered, planned selling system of qualifying,
presenting, and closing.
These skills can be learned. With planning, practice, and diligent pursuit,
almost anyone can sell.
The ability to sell is particularly critical in small businesses where the
owner is often called upon to conduct the entire selling effort personally.
Even if the owner does not sell personally, the sales force must be trained,
supervised, and directed.
Closing
An advertising message seldom has a specific "close," but it should
have an objective. This objective should be expressed in terms that
incorporate the concepts of the closing techniques of a direct selling
situation.
* "Don't you owe it to yourself to look at our new line of washers
before your present one fails?"
* "Buy now while the special price offer lasts."
* "Call today for a free estimate, before winter sets in. Our estimator
will show you how much you can save with all-weather insulation protection.
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