现代销售学：创造顾客价值.ppt

CHAPTER14AdaptingtheCloseandConfirmingthePartnership1

LearningObjectivesDescribetheproperattitudetodisplaytowardclosingthesaleListanddiscussselectedguidelinesforclosingthesaleExplainhowtorecognizeclosingcluesDiscussselectedmethodsofclosingthesaleExplainwhattodowhenthebuyersaysyesandwhattodowhenthebuyersaysno2

Six-StepPresentationPlanApproach(Chapter10)Presentation(Chapter11)Demonstration(Chapter12)Negotiation(Chapter13)CloseServicingtheSale?3

Six-StepPresentationPlanFIGURE14.14

AdaptingtheClose:

AttitudethatAddsValueUseadaptiveclosingquestionstoconfirmthesaleandalong-termrelationshipContinuallyaddingvaluethroughoutthepresentationmakesclosingeasierClosingshouldnotbeviewedasastrategytowinatthecustomer’sexpense 5

AdaptingtheClose:

AttitudethatAddsValueSomeclosingmethodsmovecustomerfromindecisiontocommitmentAskingfortheorderislessdifficultifthesalespersonisstrategicallypreparedfortheclose 6

PLUSV7isionClosingthesaleiseasierifyoureviewthevaluepropositioneffectivelyfromtheprospectspointofview.Seethe

Website7

FIGURE14.2StrategicPlanning8

ReviewtheValuePropositionHaveyoueffectivelysummarizedthemixofkeybenefits?Willyourproposalprovideasolutiontothecustomer’sproblem?Isyourproposalstrongenoughtowinoveracustomerwhoisexperiencingbuyinganxieties?9

BuyerAnxietiesReluctancecanbedueto:LossofoptionsFearofmakingamistakeSocialorpeerpressuresNotedauthorGeneBedellremindsusthatbuyingoftencausesemotionalstress.10

GuidelinesforClosingSalesFocusondominantbuyingmotivesLongersellingcyclesrequiremultiplecommitmentsNegotiatetoughpointsbeforecloseAvoidsurprisesatcloseDisplayself-confidenceatcloseAskforordermorethanonceRecognizeclosingclues11

ClosingCluesVerbalcluesQuestionsRecognitionsRequirementsNo