Chapter Summary One way to remember to incorporate a trial close into the sales presentation is...
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Chapter Summary One way to remember to incorporate a trial close into the sales presentation is the SELL Sequence. SELL means Show the feature. Explain the advantage. Lead into the benefit. Let the customer talk by asking a question about the benefit. "What do you think of the savings associated with using our product?" and "do you see our product helping you reach your revenue growth projections?" Students can creatively come up with two questions that seek feedback from the prospect. There are three basic reasons why salespeople find it difficult to close the sale. (1). Sometimes salespeople are not confident in their ability to close. This lack of confidence may be the result of a previous failure. (2). Salespeople often determine that the prospect does not need the quantity or type of merchandise, so they do not ask for the order. (3). The salesperson may not have worked hard enough in developing a customer profile and customer benefit plan-resulting is a poor presentation. Professionals identify twelve so called "keys to a successful close." 1. Be enthusiastic 2. Plan your sales call well 3. Confirm the prospect's needs 4. Give a meaningful presentation 5. Use trial closes during and after your presentation 6. Unearth true objections 7. Overcome true objections 8. Use a trial close after each objection 9. Summarize benefits linked to the buyer's needs 10. Use a trial close to confirm that benefits are truly linked to the prospect's needs 11. Ask for the order - and be silent 12. Always be professional The rationale for using these points is based on the following: A) Improves the probability of you successfully closing the deal B) keeps the foci of your sales meeting on the customer's needs. Page-2: In-Class Assignment-Chapter- 11- Closing There are three basic steps in using the summary-of-benefits close. Step 1 is to determine the key product benefits that interest the prospect during the presentation. Step 2 is to summarize these benefits. Step 3 is to make a proposal. Both the minor-points and the alternative-choice closes are similar. Both methods involve giving the buyer a choice between two options. The alternative-choice close asks the prospect to make a choice between two products, which represent a high-risk decision to some people that they might prefer not to make. The minor-points close asks a prospect to mak a low-risk decision on a minor, usually low-cost element of single product. When the salesperson is unable to close the sale he or she needs to act as a professional, adult salesperson, and do not take the buyer's refusal personally, but recognize it as a business decision. Be courteous and cheerful. Be grateful for the opportunity to discuss the product. Try to build a sound business relationship by developing a spirit of cooperation. Ask why the buyer did not buy. At the end of the day, review why some sales were made and others were not. Use this information to strengthen the presentation. Furthermore, if in fact it was simply a poor prospect (no need for the product) and if a good relationship has been established, the salesperson should look for opportunities to generate leads. For example: Could the prospect refer the salesperson to a business acquaintance that may need or receive value from a sales meeting? You may not get the sale but may receive strong referrals. Assertiveness in sales involves expressing ourselves in a direct, honest and appropriate way with respect for ourselves and others. It involves seeking a win-win outcome and encourages cooperation. On the other hand, aggressiveness in sales involves expressing ourselves in inappropriate ways, violating the rights of others, putting your needs above all others and striving for a win-lose outcome with you being the winner. "Your company simply will not be able to grow without our product." (Aggressiveness) "I would love to show you how our product will help you grow your business." (Assertiveness). Questions. In-Class Assignment: Summary Chapter-11-Closing Q-1. What does each letter in the word sell stand for? Provide two questions a salesperson could use to seek feedback from the prospect within the context of a trial close. Q-2. Why do salespeople have such difficulty closing the sale? Q-3. The textbook identifies twelve so called "keys to a successful close." Identify those twelve keys and provide some rationale for using them. Q-4. List the three basic steps in using the summary-of-benefits close. Q-5. Discuss the differences between the minor-points close and the alternative-choice close. Q-6. What should the salesperson do if he or she is unable to close the sale? Q-7. Explain the difference between Aggressiveness and Assertiveness. Provide an example of a statement representing aggressiveness and one statement demonstrating assertiveness on the part of the salesperson. Chapter Summary One way to remember to incorporate a trial close into the sales presentation is the SELL Sequence. SELL means Show the feature. Explain the advantage. Lead into the benefit. Let the customer talk by asking a question about the benefit. "What do you think of the savings associated with using our product?" and "do you see our product helping you reach your revenue growth projections?" Students can creatively come up with two questions that seek feedback from the prospect. There are three basic reasons why salespeople find it difficult to close the sale. (1). Sometimes salespeople are not confident in their ability to close. This lack of confidence may be the result of a previous failure. (2). Salespeople often determine that the prospect does not need the quantity or type of merchandise, so they do not ask for the order. (3). The salesperson may not have worked hard enough in developing a customer profile and customer benefit plan-resulting is a poor presentation. Professionals identify twelve so called "keys to a successful close." 1. Be enthusiastic 2. Plan your sales call well 3. Confirm the prospect's needs 4. Give a meaningful presentation 5. Use trial closes during and after your presentation 6. Unearth true objections 7. Overcome true objections 8. Use a trial close after each objection 9. Summarize benefits linked to the buyer's needs 10. Use a trial close to confirm that benefits are truly linked to the prospect's needs 11. Ask for the order - and be silent 12. Always be professional The rationale for using these points is based on the following: A) Improves the probability of you successfully closing the deal B) keeps the foci of your sales meeting on the customer's needs. Page-2: In-Class Assignment-Chapter- 11- Closing There are three basic steps in using the summary-of-benefits close. Step 1 is to determine the key product benefits that interest the prospect during the presentation. Step 2 is to summarize these benefits. Step 3 is to make a proposal. Both the minor-points and the alternative-choice closes are similar. Both methods involve giving the buyer a choice between two options. The alternative-choice close asks the prospect to make a choice between two products, which represent a high-risk decision to some people that they might prefer not to make. The minor-points close asks a prospect to mak a low-risk decision on a minor, usually low-cost element of single product. When the salesperson is unable to close the sale he or she needs to act as a professional, adult salesperson, and do not take the buyer's refusal personally, but recognize it as a business decision. Be courteous and cheerful. Be grateful for the opportunity to discuss the product. Try to build a sound business relationship by developing a spirit of cooperation. Ask why the buyer did not buy. At the end of the day, review why some sales were made and others were not. Use this information to strengthen the presentation. Furthermore, if in fact it was simply a poor prospect (no need for the product) and if a good relationship has been established, the salesperson should look for opportunities to generate leads. For example: Could the prospect refer the salesperson to a business acquaintance that may need or receive value from a sales meeting? You may not get the sale but may receive strong referrals. Assertiveness in sales involves expressing ourselves in a direct, honest and appropriate way with respect for ourselves and others. It involves seeking a win-win outcome and encourages cooperation. On the other hand, aggressiveness in sales involves expressing ourselves in inappropriate ways, violating the rights of others, putting your needs above all others and striving for a win-lose outcome with you being the winner. "Your company simply will not be able to grow without our product." (Aggressiveness) "I would love to show you how our product will help you grow your business." (Assertiveness). Questions. In-Class Assignment: Summary Chapter-11-Closing Q-1. What does each letter in the word sell stand for? Provide two questions a salesperson could use to seek feedback from the prospect within the context of a trial close. Q-2. Why do salespeople have such difficulty closing the sale? Q-3. The textbook identifies twelve so called "keys to a successful close." Identify those twelve keys and provide some rationale for using them. Q-4. List the three basic steps in using the summary-of-benefits close. Q-5. Discuss the differences between the minor-points close and the alternative-choice close. Q-6. What should the salesperson do if he or she is unable to close the sale? Q-7. Explain the difference between Aggressiveness and Assertiveness. Provide an example of a statement representing aggressiveness and one statement demonstrating assertiveness on the part of the salesperson.
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1 SELL stands for Sell the feature explain the advantage lead into the benefit How likely is it that you this product in the next six months Have you done a thorough search for the product before comi... View the full answer
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ISBN: 9781285586618
31st Edition
Authors: Gerald E. Whittenburg, Martha Altus Buller, Steven L Gill
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