Selling Is Problem Solving
Synergistic Selling: 3 Components
1. The Preference Close
technique is the Alternative Close –
also called the Preference Close. It is based on the fact that people like to
have choices. They don't like to be given what may sound like an ultimatum to
either buy it or not buy it.
To apply this technique, you simply structure your
close by saying, "Which of these would you prefer, A or B?"
With the alternative close, whichever one the
customer selects, you would have made a sale either way. You should always try
to give the customer two choices. Even if you are selling a single product, you
can give him two choices with regard to payment, or delivery. For example,
"Would you like this delivered to your office or to your home address?" "Will
that be MasterCard or Visa?" "Would you like the ATM 26 or the ATM 30?" And so
Negotiation DOs and DON'Ts
2. The Secondary Close
The second closing technique is the Secondary
Close. This is extremely popular. It is a way of helping a customer make a big
decision by having him make a small decision that infers the big decision.
Instead of asking the customer to go ahead with the product or service, you ask
a question about a peripheral detail, the acceptance of which means that he has
decided to buy the larger product.
For example, you could ask, "Would you want this
shipped in a wooden crate, or would cardboard be all right?" "Would you like us
to include the drapes and rods in the offer?" "Did you want the standard rims or
would you like the customized racing rims on your car?"
In each case, if the customer agrees to or chooses
the smaller item, he has indirectly said, "yes" to the entire offering. People
often find it easier to agree to small details than they do to making a larger
commitment. That's why this is sometimes called the Incremental Close, where you
get commitment bit by bit to the entire offer.
Influencing People: Yin-Yang
3. The Authorization Close
The third closing technique is the Authorization
Close, which is often used to conclude multimillion-dollar transactions. At the
end of the sales conversation, the salesperson simply asks if the prospect has
any questions or concerns that haven't been covered. If the prospect has no
further questions or concerns, the salesperson takes out the contract, opens it
up to the signature page, places a check mark where the customer has to sign,
and pushes it over to him saying, "Well then, if you will just authorize this,
we'll get started on it right away." The word "authorize" is better than the
word "sign." A check mark is better than an X. Offering to "get started right
away" is better than sitting there hoping for the best.
However you do it, be prepared to ask for the order
in whichever ways seem appropriate at the moment.