298 / COMMUNICATING EXTERNALLY
Selling
Closing the sale
First ask the prospect’s opinion about
the benefits you’re offering, using a
question such as: “How does this
sound to you?” If this throws up any
objections, handle them as they arise.
Don’t repeat negative statements or
concerns; focus on positive outcomes.
There are various ways to close a sale,
so choose the one that is most
appropriate to your situation.
Selling is both a form of persuasion and a process of relationship
building. Most people don’t want to feel as if they’re being sold
something; they would prefer to believe that they’re buying it.
This involves a balance of thoughtful questions, active listening,
and a well-prepared presentation.
USE THE MINOR
POINTS CLOSE
Ask the prospect to make
low-risk decisions on
minor, low-cost elements.
Then ask for the order.
Ways to close a sale
Prospecting and presenting
Selling involves actively looking for
prospects who have the money, the
authority, and a desire to buy. Before you
contact a prospect, make sure that they
fulfill these criteria, and that you know
both what you want to achieve, and how.
Develop a presentation that you can
deliver confidently. This may be entirely
memorized, formulaic (allowing some
buyer–seller interaction), or entirely
flexible and interactive.
If you’re offering a solution to a specific
problem, base your proposal around a
detailed analysis of the buyer’s situation.
Before you contact a prospect, always:
•
Determine your call objectives. Are
they specific, measurable, achievable,
realistic, and well-timed?
•
Develop a customer profile. What
do you know about the person who
is making the buying decision?
•
Familiarize yourself with all the
customer benefits.
•
Develop a sales presentation.
Develop a presentation that
you can deliver confidently.
It may be memorized,
formulaic, or entirely
flexible and interactive
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SELLING / 299
MAKE A POSITIVE
FIRST IMPRESSION
Be positive: smile,
be enthusiastic, and
open conversation with
a thoughtful compliment
or a prediction related
to your product.
Tip
SUMMARIZE THE
BENEFITS
Present the main
features, advantages,
and benefits, then
ask for the order.
USE THE
SCARCITY CLOSE
If true, tell the prospect
that these items are so
popular, there may not
be many of them left.
USE THE CONTINUOUS
“YES” CLOSE
Develop a set of questions
the prospect will answer
“yes” to, then ask for
the order.
GIVE AN
ALTERNATIVE
CHOICE
Give two options, and
then ask: “Which of
these do you prefer?”
USE THE
ASSUMPTIVE CLOSE
When the prospect
is close to a decision,
say: “I’ll call your
order in tonight.”
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