现代销售学：创造顾客价值(第11版)Manning_11e_14.pptVIP

Learning Objectives 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 says yes and what to do when the buyer says no Six-Step Presentation Plan Approach (Chapter 10) Presentation (Chapter 11) Demonstration (Chapter 12) Negotiation (Chapter 13) Close Servicing the Sale Six-Step Presentation Plan Adapting the Close: Attitude that Adds Value Use adaptive closing questions to confirm the sale and a long-term relationship Continually adding value throughout the presentation makes closing easier Closing should not be viewed as a strategy to win at the customer’s expense Adapting the Close: Attitude that Adds Value Some closing methods move customer from indecision to commitment Asking for the order is less difficult if the salesperson is strategically prepared for the close PLUS V*ision Strategic Planning Review the Value Proposition Have you effectively summarized the mix of key benefits? Will your proposal provide a solution to the customer’s problem? Is your proposal strong enough to win over a customer who is experiencing buying anxieties? Buyer Anxieties Reluctance can be due to: Loss of options Fear of making a mistake Social or peer pressures Guidelines for Closing Sales Focus on dominant buying motives Longer selling cycles require multiple commitments Negotiate tough points before close Avoid surprises at close Display self-confidence at close Ask for order more than once Recognize closing clues Closing Clues Verbal clues Questions Recognitions Requirements Nonverbal clues Facial expression changes Prospect nods agreement Leans toward you Examines product literature intently Specific Closing Methods Trial close Summary-of-benefits Assumptive Special concession Multiple options Balance sheet Management Direct ap