現(xiàn)代銷售學(xué)：創(chuàng)造顧客價(jià)值 ppt課件

1、CHAPTER14Adapting the Close and Confirming the Partnership Describe the proper attitude to display toward closing the sale List and discuss selected guidelines for closing the sale Explain how to recognize closing clues Discuss selected methods of closing the sale Explain what to do when the buyer s

2、ays yes and what to do when the buyer says noApproach (Chapter 10)Presentation (Chapter 11)Demonstration (Chapter 12)Negotiation (Chapter 13)CloseServicing the SaleFIGURE14.1 Use adaptive closing questions to confirm the sale and a long-term relationship Continually adding value throughout the prese

3、ntation makes closing easier Closing should not be viewed as a strategy to win at the customers expense Some closing methods move customer from indecision to commitment Asking for the order is less difficult if the salesperson is strategically prepared for the closeClosing the sale is easier if you

4、review the value proposition effectively from the prospects point of view.See theWebsiteFIGURE14.2 Have you effectively summarized the mix of key benefits? Will your proposal provide a solution to the customers problem? Is your proposal strong enough to win over a customer who is experiencing buying

5、 anxieties?Reluctance can be due to:Loss of optionsFear of making a mistakeSocial or peer pressuresNoted author Gene Bedell reminds us that buying often causes emotional stress. Focus on dominant buying motives Longer selling cycles require multiple commitments Negotiate tough points before close Av

6、oid surprises at close Display self-confidence at close Ask for order more than once Recognize closing cluesVerbal cluesQuestionsRecognitionsRequirementsNonverbal cluesFacial expression changesProspect nods agreementLeans toward youExamines product literature intently Trial close Summary-of-benefits

7、 Assumptive Special concession Multiple options Balance sheet Management Direct appeal CombinationFIGURE 14.3FIGURE14.4 Made at opportune time “Can we ship in May? “Would you like to start on the first of the month? “Will a $500 downpayment be possible? Subtle way to ask for decision, assuming custo

8、mer will buy Comes near the end of the presentation “Because this shipment can meet your timetable, lets goahead and placeyour order. Ask for the order in a straightforward manner Should not come too early Gain prospects respect first After asking, remain quiet Reemphasize value-added buyer benefits

9、 “Thats $25 for each lunch, four conference rooms, and audio/visual support, plus our specialmeeting package.Can I make thisreservation for you? Extra incentive for acting now Sample inducements Sale price Quantity discount Liberal credit plan Use with care Present several options to customer Steps:

10、 Configure more thanone product solution Stop when ampleselection presented Remove less-appealing options or products Outlines reasons to buy and not to buy Engage customer in this processReasons to buyReasons not to buy Involve senior executives or sales manager Upper-level managers add value Makes

11、 prospect feel important Also known as the positive/negative technique Requires knowing the needs of the prospects well enough to turn their objections into your selling points Sales person simply combines two or more close methods for effectiveness Make these closing methods work better via practic

12、e: Try sample “script on sales manager Use a video camera, tape yourself Use closing worksheet to prepare Reassure customer Confirm sale and partnership Reduce buyers remorseforms of regret, fear, anxiety about sale Compliment buyer on wise decision Thank customer for order Learn to manage disappoin

13、tment When a sale is lost: Make sure the deal is really dead, otherwise reopen the presentation Review chain of events, identify weaknesses Obtain customer feedback to improve Some buyers want to look at competing products/services Do all possible to helpcustomer make anintelligent comparison Stress

14、 areas whereyour product is superior Describe the proper attitude to display toward closing the sale List and discuss selected guidelines for closing the sale Explain how to recognize closing clues Discuss specific methods of closing the sale Explain what to do when the buyer says yes and what to do when the buyer says no14-33All rights reserved. No part of this publication may be reproduced, stored