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Salesmanship report obtaining commitment

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Salesmanship report obtaining commitment

  1. 1. Chapter 12 Obtaining Commitment Nicole Howatt
  2. 2. Chapter 12 Topics  How much emphasis should be placed on closing the sale?  Why is obtaining commitment important?  When is the best time to obtain commitment?  What methods of securing commitment are appropriate for developing partnerships?  How should pricing be presented?  What should a salesperson do when the prospect says yes? When the prospect says no?  What causes difficulties in obtaining commitment, and how can they be overcome? 1
  3. 3. Examples of Commitments Salespeople May Attempt to Obtain From Exhibit 12.1 To have the prospect agree to come to the local branch sometime during the next two weeks for a hands-on demonstration of the copier. To have the buyer agree to pass my information along to the buying committee with her/his endorsement of my proposal. 1
  4. 4. When is the right time to seek commitment? There is no one right time, but Watch for verbal indicators Prospect agrees to value of benefit Prolonged silence Positive verbal indication Watch for nonverbal indicators Reexamining product Starting to figure with pencil or calculator Nodding the head, leaning forward, etc. 1
  5. 5. When Obtain Commitment? No perfect time Buyer comments Buyer questionsRequirementsBenefit statement-. Response to trial closes-
  6. 6. This Will Help to Reach Commitment Be positive :) Let them set the pace Sell them the right item in right amounts Be assertive, not aggressive or submissive
  7. 7. How Selling Style Relates to Closing Adapted from Exhibit 12.2 Aggressive selling style  Overwhelms the customer  Responds to objections without attempting to understand them. Submissive selling style  Assume customers will buy when ready. Assertive selling style  Respond to objections, leading to a somewhat automatic close. 1
  8. 8. Financial Terms and Conditions  Discounts  Quantity discounts(10% for order of 10 copiers)  Cumulative discount-10% all purchases the whole year  Credit Terms  Cash discounts 2/10, n/30 (2% discount if paid in 10 days, otherwise must be paid in 30 days)  Shipping Costs  FOB destination-buyer responsible when reach their location  Price-present with confidence, never apologize, at end, and the focus of presentation.
  9. 9. Effective Closing What would you say to a friend to get them to agree to go on a Spring Break trip using each method: Direct request “Can I sign you up?” Benefit summary “You wanted …. We’ve seen that…” Balance sheet “Let’s see if we can summarize the reasons for and against doing this…” Probing “May I ask what is holding you back?” 1
  10. 10. Direct Request Very blunt Most effective with drivers “Can I sign you up for 100 pairs of Levi jeans?”
  11. 11. Benefit Summary  Remind them of agreed benefits (take notes)  Needs-Features and Benefits “You mentioned that you needed a more reliable system….we’ve seen that this system……”
  12. 12. Balance Sheet Approach  For those buyers who just can’t make a decision  Can be insulting  Use benefits  Effective with analytical Benefits of adopting metal in manufacturing Benefit’s of staying with plastics in manufacturing
  13. 13. Probing Method  First-have used another method (maybe direct)  If unsuccessful-use a series of probing questions to discover needs  “Do I mind if I ask why you feel this way?”  “Is there any particular reason why you do not want to move forward?”  “Have we resolved your concerns?”
  14. 14. Effective Closing Did any of those methods appear devious or manipulative? How would you suggest obtaining commitment? What method(s) do you prefer salespeople use with you? 12-
  15. 15. Traditional Closing Methods: Minor Point Close From Exhibit 12.3  The seller assumes that it is easier to get the prospect to decide on a very trivial point than on the whole proposition: “What color do you like, blue or red?” If the prospect makes the minor decision, the seller assumes the sale is made and begins writing up the order. 12-
  16. 16. Traditional Closing Methods: Continuous Yes Close From Exhibit 12.3  The seller, throughout the presentation, constantly asks questions for which the prospect most logically would answer yes. By the end of the discussion, the buyer is so accustomed to saying yes that when the order is requested, the natural response is yes. 12-
  17. 17. Traditional Closing Methods: Assumptive Close From Exhibit 12.3  The seller, without asking for the order, simply begins to write it up. A variation is to fill out the order form as the prospect answers questions.  This does not even give the buyer the courtesy of agreeing. It can be perceived as being very pushy and manipulative. 12-
  18. 18. Traditional Closing Methods: Standing Room Only Close From Exhibit 12.3  The seller attempts to obtain commitment by describing the negative consequences of waiting. For example, the seller may state, “If you can’t decide now, I’ll have to offer it to another customer.” 12-
  19. 19. Traditional Closing Methods: Benefit-in-Reserve Close From Exhibit 12.3  First the seller attempts to obtain commitment by another method. If unsuccessful, the seller says, “Oh, I forgot to tell you that if you order today I can offer you an additional 5 percent for your trade-in.” 12-
  20. 20. Traditional Closing Methods: Emotional Close From Exhibit 12.3  In this technique, the seller appeals to the buyer’s emotions to close the sale. For example, the seller may say, “This really is a good deal. To be honest with you, I desperately need to secure an order today. As you know, I work on a straight commission basis. My wife is going to have surgery next week, and our insurance just won’t cover…”  Many obvious problems arise with this method. It is an attempt to move away from focusing on the prospect’s needs to focusing entirely on your own personal needs. It does not develop trust or respect. 12-
  21. 21. Effective Closing What do you do if the buyer says yes?  Go over information the customer will need to fully enjoy the benefits of the product.  Get the endorsement on the agreement.  Show appreciation. If it was the first order, or a large one, send a thank you letter.  Follow up. Make sure the order was delivered, and that the customer understands how to use the product. 12-

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