Obtaining Commitment

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Obtaining Commitment

• Chapter 12

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You drive for show, but you putt for dough.

• From Advanced Selling Strategies, by Brian Tracy,
  1995

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When to Obtain Commitment

• Throughout the sales process
• For the sale when there are buying signals

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Buying Signals

• Buyer questions
• Requirements
• Benefit statements
• Responses to trial closes
• Non-verbal cues
• Consider the cues in context

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How much does it cost?
Buying Signal?
Why dont you support the Mac version any more?
6
Could this be operational by the end of the
month?
Buying Signal?
We will need you to get us in touch with your
training department to schedule training in the
use of this system next month.
7
This leisure suit will be perfect for my new job
as a college professor.
Buying Signal?
These yellow polyester pants would be perfect if
I were thirty years older and played golf.
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Salesperson How does this sound to you so
far?Prospect I have to be very careful about
my budget right now.
Buying Signal?
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Salesperson Is there anything else you would
like to know at this point?Prospect I dont
think so. What do we do next?
Buying Signal?
10
Salesperson Do you prefer the black or the
natural wood grain?Prospect The natural wood
grain would look very nice in my office.
Buying Signal?
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Obtaining Commitment General Guidelines

• Gain customer agreement throughout sales process
• Maintain a positive attitudeshow confidence
• Let the customer set the pace
• Be assertive, not aggressive or submissive
• Sell the right item in the right amounts

12
Closing Methods
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Prompt the Prospect to Close the Sale

• Well, that about sums it up. Do you have any
  questions? The prospect feels a little more
  relaxed.
• No, not really.
• Is there anything else you would like me to take
  care of?
• Not really.
• What do you see as the next step?
• Well, dont you have to write up an order?
• Do you want me to write up the order?
• Well, yes, I do.
• From Guerilla Selling by Levinson, Gallagher, and
  Wilson, 1992

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Direct Request

• Use carefully, do not appear too aggressive
• Clear buying signals
• Or in combination with another method

Can I write an order for 100 pair of
501s? May I have the specifications to bid on
this project? Can I meet with you on Tuesday?
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Benefit Summary

• Remind buyers of benefits to which they have
  agreed

• You told me previously that you are particularly
  concerned with giving your customers high quality
  brochures on time. I have shown you our automated
  pre-press system and our five color press. We
  agreed that this allows us to provide the fastest
  turnaround and highest quality color printing in
  the areaallowing you to be free of worry beyond
  the design stage.
• Can we sign an order and start the pre-press?

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Balance Sheet (Ben Franklin) Method

• Faster turnaround
• Color correction
• Bindery in-house
• More accurate justification
• Free delivery
• Credit

• Lower price
• Closer location

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Minor Point Close

• Instead of asking prospect to buy, ask a more
  minor question that implies purchase

• How do you want the finished product to be
  delivered?
• What shall we set as the due date for this job?

• Danger of appearing manipulative

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Minor Point Close (Alternative Choice)

• Would you like that in blue or green?
• Shall we order that with or without collating?

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Assumptive Close

• Write up order without asking
• Fill out order as prospect answers questions
• Avoid this method
• Pushy and manipulative

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Puppy Dog Close

• Let prospect try the product and fall in love
  with it

• Let me hook up this demonstrator printer to your
  computer for the next week. See how you like it.

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Continuous Yes Close

• Manipulative version
• Would you a agree that good managers supply
  their employees with proper tools?
• Yes.
• You want to be a good manager dont you?
• Yes.
• These are tools your employees would appreciate.
  Am I right?
• Yes.
• So, I should write up an order, shouldnt I?
• Yes.

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Continuous Yes Close

• Done as a benefit summary
• You told me that you want to give your customers
  high quality brochures on time, right?
• Yes.
• We agreed that our automated pre-press system
  enables the fastest turnaround, correct?
• Yes.
• We looked at samples and agree that we have the
  highest quality color printing, am I right?
• Yes.
• So, I should write up an order, shouldnt I?
• Yes.

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Closing on the Objection

• Yes, our fax machine does carry a higher
  purchase price, but since it prints on plain
  paper, it will be less expensive over the long
  run. Payback on the difference should be about
  three months.
• Do you have any other concerns or can I order
  one for you today?

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Probing Method

• Use when another closing method has failed
• Probe to discover reason for hesitation
• Use what-if question

• There must be some reason why you are hesitating
  to place an order now. Do you mind if I ask what
  it is?
• Im just not convinced about service levels we
  can expect from you after the sale.
• If I am able to resolve the issue of service
  after the sale, will you allow me to place the
  order?

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Today Close (Standing-Room-Only Close)

• Create a sense of urgency
• Give the buyer a legitimate reason not to delay
• Dont use it too early

• Lets order this today before the price goes up
  next week.
• Lets install this today while we still have one
  in stock.

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Today Close (Standing-Room-Only Close)

• Its a nice PC, but Im just not sure. Id
  better think it over.
• How many PCs have you looked at?
• Quite a few.
• Doesnt it get tedious going from store to
  store?
• It sure does.
• Ill bet this shopping has interfered with your
  business and your free time.

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Today Close (Standing-Room-Only Close)

• Youre darn right! Im getting sick of it.
• Well, Ive got a great cure for that problem!
  Take this machine home with you today. If you see
  one you like better in the next thirty days, just
  bring this one back.
• From Guerilla Selling by Levinson, Gallagher, and
  Wilson, 1992

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Special Deal Close

• Order ten cases from me today and I can get you
  another case at no charge.
• I can get you a special point of purchase
  display with orders this month.

• Use only when there is a specific reason for the
  special deal
• Use sparingly or they will expect it every time

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Benefit-in-Reserve Close

• Oh, I forgot to mention, if you order today, I
  can give you a special discount.

• Conditions buyers to always hold out for the
  extra benefit-in-reserve

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Emotional Close

• If you buy from me you will help me win a trip
  to Disneyland.
• If I dont make a sale today, Im likely to lose
  my job. If I lose my job, I lose my medical plan
  and my wife is having problems with her
  pregnancy.
• I need an A in this class or I will lose my
  scholarship.

• Avoid this method

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After the Sale

• Thank the customer
• Compliment customers good decision
• Assure they will get optimal benefit
• Check for additional sales opportunities
• Write the order very carefully

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After No Sale

• Thank prospect for his/her time
• Document and track
• Schedule callback if appropriate