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© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
OBTAINING COMMITMENT
How much emphasis should be placed on closing the sale? Why is obtaining the commitment important? When is the best time to obtain commitment? Which methods of securing commitment are appropriate for
developing partnerships? How should pricing be presented? What should a salesperson do when the prospect says yes?
When the prospect says no? What causes difficulties in obtaining commitment, and how
can these issues be overcome?
12-2McGraw-Hill/Irwin
chapter 12
SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:
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“Your prospects do not compensate you, only your clients do.”
~Alex Homer
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Buyers want to buy, not be sold Reliance on closing techniques may
reduce the chance of making a sale No commitment, no sale Relationship commitment vs. single
sale
12-4
Securing Commitment Today
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Part of the process
– Actually gain commitment repeatedly
– Move the Buyer through the process
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Securing Commitment Today (continued)
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
The importance– Tells the salesperson what to do next– Defines the status of the client– Time to make another sale– Customer realization of benefits– Company good will and profit– Rewards for the Buyer AND
the Salesperson
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Securing Commitment Today (continued)
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Financial Terms and Conditions
Discounts– Quantity discounts: single-
order and cumulative Credit terms
– Cash discounts for early payment (e.g. 2-10, net30)
Shipping costs– Free on board (FOB)– FOB destination– FOB shipping or dock– FOB installed
12-7McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Decide complete Price is carefully set after studying:– Competitor’s offerings– Value delivered by the
product or service– All Costs of providing
the product
• Wait… until you have agreement on the product’s Value
Confident Presentation Matter-of-Fact
Presentation (not the focus)
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Presenting Price
McGraw-Hill/Irwin
Product X
• Incredible Benefit
• Amazing Benefit
• Happiness All Around
$_____
Next Monday
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
When to Attempt to Obtain Commitment
Buyer comments– Buyer questions– Requirements– Benefit statements– Responses to trial
closes
Nonverbal cues– Facial expressions– Actions
12-9McGraw-Hill/Irwin
Requirements are conditions that have to be met before a purchase can take place.
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
END Part I
12-10McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Maintain a positive attitude
Let the customer set the pace Be assertive, not aggressive Sell the right item in the right amounts
12-11
How to Successfully Obtain Commitment
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Maintain a positive attitude
Let the customer set the pace
Be assertive, not aggressive Sell the right item in the right amounts
12-12
How to Successfully Obtain Commitment
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Maintain a positive attitude Let the customer set the pace
Be Assertive Not aggressive Not submissive
Sell the right item in the right amounts
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How to Successfully Obtain Commitment
McGraw-Hill/Irwin
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How Aggressive, Submissive, and Assertive Salespeople Handle Sales Activities
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Selling Style
Activity Aggressive Submissive Assertive
Needs Assessment
“I know Buyer’s needs better than he does.”
“The Buyer knows his needs. What do I know?”
Probes for unsaid info.
Controlling Presentation
Doesn’t want to be interrupted.
Gives Buyer complete control of presentation.
Encourages dialogue, but completes Key Points.
ClosingPushy with techniques
Waits for Buyer to ask for the Sale.
Leads Buyer to natural close, if possible.
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Maintain a positive attitude Let the customer set the pace Be assertive, not aggressive
Sell the right item, right quantity
12-15
How to Successfully Obtain Commitment
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Effective Methods
Sell the way the buyer prefers to buy
Persuade. Don’t manipulate with techniques designed to force a sale.
12-16McGraw-Hill/Irwin
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1. Direct request– Simply ask for it
2. Benefit summary– Reminds the buyer of the agreed-on benefits of the
proposal
3. Balance sheet method (Ben Franklin method)– List pros and cons
4. Probing method– Initially uses another method– Questions designed to reveal obstacles– Consider that some Buyers can’t say “No Way”
12-17
Effective Methods
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5. Alternative choice– Limit choices
6. Other methods– Many methods are brash and are counter-
productive with sophisticated customers
No method will work without earning the Buyer’s TRUST… for the salesperson, the company, and the product.
12-18
Effective Methods (continued)
McGraw-Hill/Irwin
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No surprises– Go over all important information
Confirm the customer’s choice– Assure customers they have made an
intelligent choice
Get the signature– Make “signing contract” an easy, routine
procedure– Fill out the order accurately and right away– Stay calm at signing time. A nervous or jubilant
salesperson makes a Buyer think twice.
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If Commitment is Obtained
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Show appreciation– Thank-you letter– Small gift– Sincere and straight-forward, but not freakish
Cultivate for future calls– Follow-up promptly & stay in touch with Buyer
Review actions to be taken by both parties– Avoid misunderstandings– Exceed the expectation that you set with Buyer
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If Commitment is Obtained (continued)
McGraw-Hill/Irwin
© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
Some reasons for lost opportunities– Win-Lose attitudes– Confusing or flawed presentation– Poor habits and skills
Discovering the cause for rejection– Critical to do continual diligent homework to
discover every obstacle– Only known barriers can be dealt with
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If Commitment is Not Obtained
McGraw-Hill/Irwin
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If Commitment is Not Obtained (continued)
Dealing with rejection– Maintain perspective– Recommend an alternative
company– Show good manners
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© 2009 The McGraw-Hill Companies, Inc. All rights reserved.
1. Leave with a clear plan for all parties Review what you will do next What the customer will do next When you will meet again
2. Follow-up promptly With a thank-you (written preferred) and A Reminder note about next steps
12-24
Bringing the Interview to a Close
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END Part II
12-25McGraw-Hill/Irwin