现代销售学：创造顾客价值(第11版)Manning_11e_14

CHAPTER14AdaptingtheCloseandConfirmingthePartnershipLearningObjectivesDescribetheproperattitudetodisplaytowardclosingthesaleListanddiscussselectedguidelinesforclosingthesaleExplainhowtorecognizeclosingcluesDiscussselectedmethodsofclosingthesaleExplainwhattodowhenthebuyersaysyesandwhattodowhenthebuyersaysnoSix-StepPresentationPlanApproach(Chapter10)Presentation(Chapter11)Demonstration(Chapter12)Negotiation(Chapter13)CloseServicingtheSaleSix-StepPresentationPlanFIGURE14.1AdaptingtheClose:AttitudethatAddsValueUseadaptiveclosingquestionstoconfirmthesaleandalong-termrelationshipContinuallyaddingvaluethroughoutthepresentationmakesclosingeasierClosingshouldnotbeviewedasastrategytowinatthecustomer’sexpenseAdaptingtheClose:AttitudethatAddsValueSomeclosingmethodsmovecustomerfromindecisiontocommitmentAskingfortheorderislessdifficultifthesalespersonisstrategicallypreparedfortheclosePLUSV*isionClosingthesaleiseasierifyoureviewthevaluepropositioneffectivelyfromtheprospectspointofview.SeetheWebsiteFIGURE14.2StrategicPlanningReviewtheValuePropositionHaveyoueffectivelysummarizedthemixofkeybenefits?Willyourproposalprovideasolutiontothecustomer’sproblem?Isyourproposalstrongenoughtowinoveracustomerwhoisexperiencingbuyinganxieties?BuyerAnxietiesReluctancecanbedueto:LossofoptionsFearofmakingamistakeSocialorpeerpressuresNotedauthorGeneBedellremindsusthatbuyingoftencausesemotionalstress.GuidelinesforClosingSalesFocusondominantbuyingmotivesLongersellingcyclesrequiremultiplecommitmentsNegotiatetoughpointsbeforecloseAvoidsurprisesatcloseDisplayself-confidenceatcloseAskforordermorethanonceRecognizeclosingcluesClosingCluesVerbalcluesQuestionsRecognitionsRequirementsNonverbalcluesFacialexpressionchangesProspectnodsagreementLeanstowardyouExaminesproductliteratureintentlySpecificClosingMethodsTrialcloseSummary-of-benefitsAssumptiveSpecialconcessionMultipleoptionsBalancesheetManagementDirectappealCombinationClosingWorksheetFIGURE14.3TrialCloseOpportunitiesFIGURE14.4TrialCloseMadeatopportunetime“CanweshipinMay?”“Wouldyouliketostartonthefirstofthemonth?”“Willa$500downpaymentbepossible?”AssumptiveCloseSubtlewaytoaskfordecision,assumingcustomerwillbuyComesneartheendofthepresentation“Becausethisshipmentcanmeetyourtimetable,let’sgoaheadandplaceyourorder.”DirectAppealCloseAskfortheorderinastraightforwardmannerShouldnotcometooearlyGainprospect’srespectfirstAfterasking,remainquietSummary-of-BenefitsCloseReemphasizevalue-addedbuyerbenefits“That’s$25foreachlunch,fourconferencerooms,andaudio/visualsupport,plusourspecialmeetingpackage.CanImakethisreservationforyou?”SpecialConcessionCloseExtraincentiveforactingnowSampleinducementsSalepriceQuantitydiscountLiberalcreditplanUsewithcareMultipleOptionsClosePresentseveraloptionstocustomerSteps:ConfiguremorethanoneproductsolutionStopwhenampleselectionpresentedRemoveless-appealingoptionsorproductsBalanceSheetCloseOutlinesreasonstobuyandnottobuyEngagecustomerinthisprocessReasonstobuyReasonsnottobuyManagementCloseInvolveseniorexecutivesorsalesmanagerUpper-levelmanagersaddvalueMakesprospectfeelimportantImpendingEventCloseAlsoknownasthepositive/negativetechniqueRequiresknowingtheneedsoftheprospectswellenoughtoturntheirobjectionsintoyoursellingpointsCombinationClosesSalespersonsimplycombinestwoormoreclosemethodsforeffectivenessPracticetheCloseMaketheseclosingmethodsworkbetterviapractice:Trysample“script”onsalesmanagerUseavideocamera,tapeyourselfUseclosingworksheettoprepareFlexingtotheCustomer’sCommunicationStyleConfirmingthePartnershipWhentheBuyerSaysYesReassurecustomerConfirmsaleandpartnershipReducebuyer’sremorse—formsofregret,fear,anxietyaboutsaleComplimentbuyeronwisedecisionThankcustomerfororderWhenBuyerSaysNoLearntomanagedisappointmentWhenasaleislost:Makesurethedealisreallydead,otherwisereopenthepresentationReviewchainofevents,identifyweaknessesObtaincustomerfeedbacktoimproveFacingCompetitionSomebuyerswanttolookatcompetingproducts/servicesDoallpossibletohelpcustomermakeanintelligentcomparisonStressareaswhereyourproductissuperiorKeyConceptDiscussionQuestionsDescribetheproperattitudetodisplaytowardclosingthesaleListanddiscussselectedguidelinesforclosingthesaleExplainhowtorecognizeclosingcluesKeyConceptDiscussionQuestionsDiscussspecificmethodsofclosingthesaleExplainwhattodowhenthebuyersaysyesandwhattodowhenthebuyersaysno14-*Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.Copyright©2010PearsonEducation,Inc. PublishingasPrenticeHall