The document discusses obtaining commitment from prospects in sales. It addresses when is the best time to seek commitment, which includes watching for verbal and nonverbal cues from the prospect that indicate they are ready. The document also discusses different methods salespeople may use to obtain commitments, such as having the prospect agree to a demonstration or pass along an endorsement. Additionally, it examines traditional closing methods like the minor point close and continuous yes close, as well as more effective approaches like benefit summaries and probing questions. The best way to obtain commitment is to focus on addressing the prospect's needs and pain points rather than pressuring them or appealing to emotions.

1. Chapter 12
Obtaining
Commitment
Nicole Howatt

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?
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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.
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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.
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5. When Obtain Commitment?
No perfect time
Buyer comments
Buyer questionsRequirementsBenefit statement-.
Response to trial closes-

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. 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.
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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. 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?”
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10. Direct Request
Very blunt
Most effective with drivers
“Can I sign you up for 100 pairs of Levi
jeans?”

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. 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. 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. 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?
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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.
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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.
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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.
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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.”
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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.”
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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.
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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.
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