Chapter 15 Section 15.1.ppt

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Marketing Essentials

 Chapter 15 Closing the Sale

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SECTION 15.1

What You'll Learn What You'll Learn

_{The buying signals that a customer sends} _{The rules for closing a sale}

_{The specialized methods of closing a sale}

Customer Buying Signals

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SECTION 15.1

Customer Buying Signals

Why It's Important Why It's Important

At a certain point in the sales process, your customer will be ready to make a purchase. Sometimes the decision to buy is quick and easy. At other times, it's more difficult. In this section, you will learn how to recognize

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SECTION 15.1

Customer Buying Signals

Key Terms Key Terms

_{closing the sale} _{buying signals} _{trial close}

_{which close}

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SECTION 15.1

Customer Buying Signals

Obtaining

positive

agreement from the customer to

buy

.

All your efforts up to this step of the sale have involved helping your customer make buying decisions.

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SECTION 15.1

Customer Buying Signals

Timing the Close

Close the sale when your

customer

is

ready

to buy.

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SECTION 15.1

Customer Buying Signals

Things a customer

does

that indicate a

readiness

to buy, such as

facial

expressions, actions, and

comments

.

 _Example: _{A customer is}

holding merchandise and smiling, or making comments that

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SECTION 15.1

Customer Buying Signals

Trial Close

–An initial effort to close a sale.

Attempt a trial close to test the readiness of the customer and your

interpretation of a

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SECTION 15.1

Customer Buying Signals

Recognize opportunities.

 _{Help customers make}

a decision.

 _{Create an ownership}

mentality.

 _Don't_talk_{too much.}  _Don't_rush_{a customer.}

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SECTION 15.1

Customer Buying Signals

–Recognize Closing Opportunities

After resolving objections take

advantage of high customer interest.

General Rules for Closing the Sale

•Help Customers Make a Decision

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SECTION 15.1

Customer Buying Signals

–Create an Ownership Mentality Use

words that indicate

ownership

, such as you

and your.

General Rules for Closing the Sale

–Don’t Talk Too Much If you think the customer is ready to make a buying decision, stop talking about the product.

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15.1

Graphic Organizer

Specialized Methods to Close the Sale

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SECTION 15.1

Customer Buying Signals

–Which Close Encourage a customer to

make a decision between two items.

Specialized Methods for Closing the Sale

Do you like the pear

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SECTION 15.1

Customer Buying Signals

Direct Close Ask for the sale with non-threatening questions or statements that get the customer ready for the close.

Specialized Methods for Closing the Sale

Service Close Explain

services

that overcome obstacles or problems: gift-wrapping, a return policy,

_Example: _{"Based on what I've shown you,}

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Additional Specialized Methods for Closing the Sale

_Example: _{“This is the last pair of shoes I have}

in your size.”

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SECTION 15.1

Customer Buying Signals

_{Don't despair if your initial attempts to close}

a sale are unsuccessful.

_{In a retail setting, invite the customer to}

shop in your store again.

_{In business-to-business sales, it may be}

possible to negotiate further.

_{Remember that even a customer who does}

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15.1

A

SSESSMENTSSESSMENT

Reviewing Key Terms and Concepts

1. What are customer buying signals? 2. When is the right time to close a sale?

3. Provide examples of the following closing methods: which close, standing-room-only close, direct close, and service close

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15.1

A

SSESSMENTSSESSMENT

Thinking Critically

A customer seems to be frustrated

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Marketing Essentials

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SECTION 15.1

Customer Buying Signals

Certain selling situations warrant the use of specialized methods:

 _{which close}

 _{standing-room-only close}  _{direct close}

 _{service close}

Closing