Closing the sale

You’ve seen the game where you cannot say ‘yes’ or ‘no’ in answer to a question? Well this is the opposite, you must NOT get to 'no'.

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By Paul Blomfield

You’ve seen the game where you cannot say ‘yes’ or ‘no’ in answer to a question?

Well this is the opposite. You have to practice your closes and handle objections but you must NOT get to ‘No’.

Let’s talk about your objectives here. You want them to tip over the edge of decision and into that euphoric place of decision. You want a YES.

By Paul Blomfield

You’ve seen the game where you cannot say ‘yes’ or ‘no’ in answer to a question?

Well this is the opposite. You have to practice your closes and handle objections but you must NOT get to ‘No’.

Let’s talk about your objectives here. You want them to tip over the edge of decision and into that euphoric place of decision. You want a YES.

But how to get to yes?

Let’s look at a common scenario

Customer: “I must say I like the product… How much?”

You: Only $459 plus delivery!

Pause (this is usually where both parties are waiting for something to happen. Who will break first?)

Customer: “I’ll think about it…”

The problem here was that you didn’t close! The customer was left to decide and didn’t. You didn’t so much lose the sale, they just didn’t take it there and then.

So what could you have done about this?

Customer: “I must say I like the product… How much?”

You: Only $459 – usually we charge for delivery but if you take it today, we’ll do the delivery for free. Where would you like us to send it?

If the customer gives you an address, you’ve probably made the sale.

If the customer counters with more doubt, give them more confidence…

Customer: It is a lot of money…?

You: I can see you’re keen on it! Why not take it home and look at it in place. We can take your credit card details and put it through in the morning. Is your car nearby?

Getting them to take the item away greatly increases your chances of a sale.

So getting back to the exercise, there are two columns: one has the ‘buyer’s needs’ and one has the ‘product attributes’.

  • Print off these tables – you are the seller and your associate can be the buyer. You need to sell the buyer your product. He will counter with objections and you need to try to keep the conversation going until all his objections have been dealt with.

  • Note that the ‘buyer’s needs cards’ and the ‘product attribute cards’ are somewhat different. There are some things that don’t match and you’ll need to make sure the OTHER benefits make the sale.

  • Make sure you practice the close. If you ask for the sale and the customer can answer ‘no’, you have to try and rephrase it and get them to yes.

  • Tip: Don’t show the buyer your notes before you start doing the questions!

Product Attributes

Item

Feature

Hint

Made in?

New Zealand

Usually a strong selling point, worth mentioning

Product Quality?

High

Made in NZ and High quality? Often means ‘expensive’

Effective?

Very

Makes the best…, works the best… or whatever it is designed to do.

Attractive?

Average

Definitely not Porsche designed, but looks good

Reliable?

OK

Not too many problems, fingers crossed

Warranty?

Excellent

Local repairs and servicing if needed

Colour?

Green, blue or silver

 

Delivery?

Awkward

Difficult to fit in an average car. Delivery by truck preferred at an additional price.

Price?

High

Despite the high price, you’re not making much profit on this so hold your price. Don’t give more than 10%!

Payment

No frills

Credit card or cash only, but could split card payments over three months.

 

Buyer Wants

Item

Feature

Hint

Made in?

New Zealand

Ideally, but doesn’t matter as long as it is excellent quality. German or manufacture best.

Product Quality?

High

No breakdowns or things that don’t fit

Effective?

High

Must do what it is meant to do to a high standard

Attractive?

Very high

Wants it to look fantastic

Reliable?

High

Doesn’t everyone want this

Warranty?

Medium

It won’t break down will it?

Colour?

Black

 

Delivery?

Important

Delivery should be included

Price

Medium

Don’t mind paying a reasonable amount for the right item

Payment

Simple

Credit card payment if within limit. If not…!???

 

So now you’ve got to sell the product. Your buyer says, ‘have you got it in black?’ - you need to counter with ‘it looks best in silver, but we also have blue and green, let me show you’.

If the buyer says he wants high reliability, you need to counter with ‘excellent warranty and local parts and service’. And so on…

Try different buyers with the same questions.

Good luck, practice being brave and making the sale!

Written by

Paul Blomfield Consulting

30 Jan 2013

Interests Paul Blomfield is a well known fashion industry advocate, but likewise as a PR practitioner and event manager. He runs his company Paul Blomfield PR from Nelson Street Auckland, working on many of New Zealand's big events and iconic brands.