The_Essential_Manager_s_Handbook

298 / COMMUNICATING EXTERNALLY

Selling

Closing the sale

First ask the prospect’s opinion about

the benefits you’re offering, using a

question such as: “How does this

sound to you?” If this throws up any

objections, handle them as they arise.

Don’t repeat negative statements or

concerns; focus on positive outcomes.

There are various ways to close a sale,

so choose the one that is most

appropriate to your situation.

Selling is both a form of persuasion and a process of relationship

building. Most people don’t want to feel as if they’re being sold

something; they would prefer to believe that they’re buying it.

This involves a balance of thoughtful questions, active listening,

and a well-prepared presentation.

USE THE MINOR

POINTS CLOSE

Ask the prospect to make

low-risk decisions on

minor, low-cost elements.

Then ask for the order.

Ways to close a sale

Prospecting and presenting

Selling involves actively looking for

prospects who have the money, the

authority, and a desire to buy. Before you

contact a prospect, make sure that they

fulfill these criteria, and that you know

both what you want to achieve, and how.

Develop a presentation that you can

deliver confidently. This may be entirely

memorized, formulaic (allowing some

buyer–seller interaction), or entirely

flexible and interactive.

If you’re offering a solution to a specific

problem, base your proposal around a

detailed analysis of the buyer’s situation.

Before you contact a prospect, always:

• Determine your call objectives. Are
  they specific, measurable, achievable,
  realistic, and well-timed?


• Develop a customer profile. What^
  do you know about the person who
  is making the buying decision?


• Familiarize yourself with all the
  customer benefits.


• Develop a sales presentation.

Develop a presentation that

you can deliver confidently.

It may be memorized,

formulaic, or entirely

flexible and interactive

US_298-299_Selling.indd 298 30/05/16 3:05 pm