Let us assume that you have discussed and demonstrated the major benefits of your product and you detect considerable buyer interest. However, you have covered a great deal of material. There is a chance that the prospect is not able to put the entire picture together without your help. At this point, you should provide a concise summary of the most important buyer benefits. Your goal in the summary-of-benefits close is to reemphasize the value-added benefits that can help bring about a favorable decision. Because of this, this tactic is also referred to as the step-by-step close. This closing statement gives you the opportunity to restate how the benefits will outweigh the costs.21

Let us see how this closing method works in the hospitality industry. Terry Hall, sales manager of the Emory Hotel, recently called on Mr. Ray Busch, director of marketing for a large corporation. Near the end of the sales presentation, Terry summarized the major benefits and buying conditions in this manner: “Mr. Busch, we can provide you with a conference room that will seat 200 people comfortably and four smaller rooms for the workshops you have planned. Our staff will serve a noon lunch, and the cost will be less than $11 per person. Finally, we will see that each of your employees receives a pad of paper, a pen, and a copy of the conference program. Today, I can reserve these facilities for November 24, which is your first preference for a meeting date. Can I go ahead and enter your reservation into our computer?” Notice that the salesperson has reviewed all the important elements of the value proposition and then asked a need-satisfaction question. This question is designed to move the sales process toward commitment and action.