2. Closing Concepts and Techniques
• Closing the sale (def) – is obtaining
an agreement to buy from the
customer
– Preparing for the sale (pre-approach),
initiating the sale (approach), product
presentation and handling objections
have led up to this point
• Salespeople must be flexible
– You may show a person a product and
almost immediately detect an
opportunity to close the sale and you
may spend an hour with another who is
having difficulty making a decision
3. Timing the Close
• Buying Signals (def) – things
customers do or say to indicate
readiness to buy
– Facial expressions, body language, and
comments
• Trial Close (def) – an initial effort to
close a sale
– Test the readiness of customer
– You benefit either way
• If they are ready, you made the
sale!
• If they are not ready, they will likely
tell you why they are not ready to
buy and you can continue with the
selling process
4. Rules for Closing the Sale
• Recognize closing
opportunities
• Help customers make a
decision
– If they are having difficulty
deciding, stop showing additional
merchandise
– Remove items they are no
longer interested in by asking
questions
– Narrow to 2 and then summarize
major features and benefits,
advantages and disadvantages
5. • Create an Ownership Mentality
– Use words that indicate
ownership like you and your
• Do not talk too much or rush
– When you think they are ready to
make a decision – stop talking
about the product
– Don’t rush them into a decision
– Be patient, courteous, polite, and
helpful – customer satisfaction is
the #1 interest
6. Specialized Methods of Closing the Sale
• Which Close (def) – encourages a
customer to make a decision between
two items
– Remove/narrow to two
– Review features and benefits
• Standing-room-only Close(def) – used
when a product is in short supply or
when the price will be going up in the
near future
– Only used when the situation honestly calls
for it
– May be perceived as a high-pressure tactic
7. • Direct Close (def) – a method
in which you ask for the sale
– Use when buying signal is very
strong
• Service Close (def) – a closing
method in which you explain
services that overcome
obstacles, problems or
instances
– Gift wrapping, a return policy,
warranties and guarantees, and
bonuses or premiums
8. Failure to Close the Sale
• If fail, invite customer to shop
in the store again
• Get feedback
– You are still a prospect for future
business, get something out of a
failed sale
• Maintain a positive attitude
– Must always be smiling and
friendly – even if a sale fails
• Training, experience, and
continuous hard work
9. Effective Selling
• Maintaining and building
clientele is crucial for future
sales
• The actual sale is just the
beginning
• To keep customers
– Make a good impression
– Get to know them
– Provide excellent customer
service
10. Suggestion Selling
• (def) – is selling additional
goods or services to the
customer
– Example: toy and batteries
• Benefits the salesperson, the
customer, and the company
11. Rules for Suggestion Selling
• Five basic rules
– Use after the customer has
made a commitment to buy but
before payment is made
– Make a recommendation from
their point of view and give a
reason for your suggestion
– Make the suggestion definite
– Show the item suggested
– Make suggestion positive
12. Suggestion Selling Methods
1. Offering Related Merchandise
– Aka: cross selling
– Introduce another product of possible
interest to the customer
– Easiest and most effective selling
method
2. Recommending Larger Quantities
– Aka: up selling
– Works when selling inexpensive items,
savings in money, time, and
convenience are involved
13. • Calling Attention to Special
Sales Opportunities
– Obligated to communicate
special sales opportunities
– Remind customer of arrival of
new merchandise
14. Maintaining and Building Clientele
• Occurs after the sale
• Two key factors:
– After-sale activities
– Customer relationship
management
15. After-sales Activities
• Order Processing
– Bag the merchandise with care
– Individual wrapping of fragile
– Work quickly to bag and
complete payment
• Departure
– Reassure of wise buying choices
– Educate about special care or
instructions
– Remind of how to get best
results
– Thank them and invite back!
16. • Order Fulfillment
– More complicated in e-commerce, mail
and phone orders
– Includes taking order, financial
processing, picking the right product,
packing it well, and shipping according
to customer’s preference
– May also include customer service,
technical support, and handling returns
and refunds
– Make customer happy
17. • Follow-up
– Make arrangements to follow through
on promises made
– Checking satisfaction on purchase
– Follow-up ideas:
• Call shipping to confirm a special
delivery date
• Make sure delivery occurs as
promised
• Call and explain any delays
• Phone a week or two after to see if
happy
• Send a thank you note with a
business card attached
18. • Customer Service
– Handle customer inquiries and
complaints
– How complaints are handled is
crucial to maintaining clientele
– Customers expect immediate
action
– Goal = customer satisfaction
19. • Keeping a Client File
– Take notes on conversation
• Note preference in color, style, size,
phone number and address
– B2B notes on personal information
• Marital status, children, and hobbies
• Evaluate Sales Efforts
– You are your worst critic – self-evaluate
and look for possible improvements for
your next sales opportunity
20. Customer Relationship Management
• CRM (def) – involves finding
customers and keeping them
satisfied
– Technology – software for CRM
– Maintain Contact – provide solutions to
customers problems
– maintain relationships – direct mail
promotions
– Develop Customer Loyalty – inform
about sales, new products, company
news, and after-sale activities
– Customer Loyalty and Reward
Programs – frequent flier, prize entries,
advanced notice of special sales
