Chapter 14: Adapting the close and Confirming the partnership

Adapting the Sale

 Use of any closing method that is perceived by the customer as pushy or manipulative
will damage your chances of building a long0term partnership, even if you get the sale
 Use positive need-satisfaction questions
 Once the best solution is determined, asking for the order (AFTO) is the next logical step
 Preparation of the close involves:
 Understanding customer needs,
 Custom fitting solutions, and
 Planning appropriate closing methods
 Begins with an interesting approach and need discovery; builds desire, and commitment
that brings value to the customer and profit to the seller

Prospect’s Point of View

Why some customer are reluctant
 Loss or options
 Social or peer pressure
 Fear of making a mistake

 Focus on dominant buying motives

 • Longer selling cycles require multiple commitments
 • More decision makers are involved • Incremental commitment – gradually moving the
customer to total commitment (i.e., closing on a purchase) by gaining cumulative
commitment with each sales call
 Negotiate the tough points before attempting a close
 Avoid surprises (for the customer) at the close
 • Extra charges, delivery timelines
 • “Tough-mindedness” – display a high degree of self-confidence
  • Look the prospect in the eye and AFTO
 • Do not be apologetic
 • Ask for the order more than once
 • Clarify the “no” to get to the “yes”

Recognize Closing Clues

Recognize closing clues
• Closing Clue (buying signals) – an indication, either verbal or nonverbal, that a prospect is
preparing to make a buying decision
• Many are subtle
• Empathy helps detect them

Methods for Closing the Sale

The sales presentation is a process, not a single action
• There is no best closing method
• Preplan several methods and adapt the one that seem appropriate
• Goal is not only to close the sale but also to develop a long-term partnership
Trial Close (minor point close) – a closing attempt made at an opportune time during the sales
presentation to encourage the customer to reveal readiness or unwillingness to buy
• Can be effectively adapted to achieving incremental commitment
• Often presented in the form of a probing or confirmation question
• Direct Appeal Close – involves simply asking for the order in a straightforward manner
• Customers expect salespeople to AFTO
• Ask then stop talking; be patient
• Ask a question to determine how close the customer is to making a decision

Assumptive Close – asks for a minor decision, assuming the customer has already decided to buy
• Take-it-for-granted close
• When perceived risks are removed and trust has been built
• Subtle method

Summary-of-Benefits Close – involves summarizing the most important buyer benefits, re-
emphasizing the key benefits that will help bring about a favourable response
• Step-by-step close
• Review important elements of value proposition, then ask a need-satisfaction question

Special Concession Close – offers the customer something extra for acting immediately
• Some customers are skeptical here
• Multiple Options Close – give the prospect several options to consider and tries to assess the
degree of interest in each
• Good for price-conscious transactional buyer
 Balance Sheet Close—visual way of showing the customer the reasons for buying now
and for not buying now
 Engage customer during the listing of reason to buy and reason not to buy
Management Close – bringing in a sales manager or senior management to the sales presentation
as a way to help a close
• Impeding Event Close – making positive use of a negative point; turn an objection into a
selling point
 Combination Close – use two or more closing methods

Practice Closing
 Gaining experience using adaptive selling techniques can result in increased recognition
of opportunities and greater effectiveness
 • Role playing is the best-known way to experience the feelings that accompany closing,
and to practice the skills needed to close

When the Buyer Says Yes

Confirmation step - reassurance after the sale has been closed
• Reduce buyer’s remorse (cognitive dissonance); feelings of regret
• Compliment the “wise choice”
• Offer appreciation
• Thank-you letter can be a nice touch
• Ask for referral

When the Buyer Says No

Do some analysis:
1) Make sure the deal is really dead
2) Review the chain of events
• Debrief with the team
3) Interview the customer
• Learn why you lost; be delicate
• Keep the door open for future sales
Prepare the prospect for contact with the competition
• Do everything possible to help the customer make an intelligent decision
• Review your strong points one more time
 • Emphasize competitive advantage
• Schedule a follow-up for after they see the competition
• Make it easy for the person to buy your product at some future date

Summary
Manipulative strategies will cost sales
• Consider the guidelines for closing
• Recognize closing clues
• Preplan and practice your close
• Know what to do when the buyer says! And when the buyer says no