Marketing Co-Op
Chapter 15.1 & 15.2
Step Six: Closing the Sale
 Obtaining
an
agreement to buy
from the customer
 All steps up to now
have been to help
customer make
buying decisions
Timing the Close

Some customers are ready to buy
sooner than others
o

The salesperson must be flexible
Buying Signals – the things customers
do to indicate a readiness to buy
• Facial Expressions
• Body language
• Comments
Trial Close



The initial effort to close
the sale
Used to test the readiness
of the customer
Even if it is not successful,
you will learn from the
attempt
How to Close the Sale

Help customers make a decision
o Work to narrow down options

Create ownership mentality
o Use words like you and your

Don’t talk too much and don’t rush
o Be patient and courteous
o If you sense the customer is ready to
buy, stop talking about the product
Methods for Closing the Sale
 Which Close
 Encourages customers to
choose between two items
 Review the benefits of each
item and then ask…
“Which of these items
will best fit your
needs?”
“Which one would
you like for me to
ring up for you?”
Methods for Closing the Sale

Standing Room Only Close
 Used when the product is in short supply or
when the price will go up very soon
 Can be perceived as a high-pressure tactic
 Salesperson can say something like……
“I’m sorry, but I can’t
promise you this item
will be in stock
tomorrow. This is the
last one.”
“This great sale ends
tomorrow and this
item will then be sold
at regular price.”
Methods for Closing the Sale

Direct Close
 You ask for the sale
 Use this method when the buying signals
are very strong
“Can I assume that
we’re ready to fill out
the sales paperwork?”
“It appears that you like the
options I have shown you.
Now lets move to the
register to wrap things up.”
Methods for Closing the Sale

Service Close
 You explain services that overcome
obstacles or problems the customer
expresses
○ Gift wrapping
○ Return policy
○ Warranties and guarantees
“This item has a lifetime
guarantee, we will replace
it if anything should
happen to it.”
○ Bonuses or premiums
“You can always return
it if your daughter
doesn’t like it. We
have a very easy return
policy.”
Step Seven: Suggestion Selling
 Selling
additional goods or
services to the customer
 Items that will ultimately
○ Save the customer money
○ Make the original purchase
more enjoyable
Ways to use Suggestion Selling

Offer Related Merchandise

Recommend Larger Quantities

Call Attention to Special Sales
Opportunities
“ Would you like to add this candle to
your purchase? It is our new scent
and is on sale this week for half price.”
“Would you like to
buy some batteries
for that toy?”
“ This item is buy 2
get 1 free, would
you like to choose
two more?”
Rules for Suggestion Selling
1.
Use after customer has agreed to the sale,
but before the transaction is complete
2.
Make your suggestion from the customers
point of view and give at least one reason
why they should add the item
3.
Show them the item you are suggesting
4.
Make the suggestion positive
Step Eight: After-Sales Activities

This step includes
○ Order processing
○ Order fulfillment
○ Follow up
○ Customer service

They should all be handled
in a way that promotes
repeat business
Order Processing

Retail Selling
o Bag the merchandise with care
o Individually wrap fragile items

Business to Business
o Complete all paperwork quickly
and neatly
o Provide customer with a
business card in case they
have questions later
Order Fulfillment

More complicated in E-commerce,
mail-order, and telemarketing
sales
o Taking order
o Financial processing
o Packing and shipping

Sometimes includes
o Customer service
o Technical support
Follow Up

Following through on all
promised made during the sale
○ Calling to confirm deliver dates
○ Call to make sure the delivery was
successful
○ Call customers to explain any
delays
○ Call a week or two after the sale to
if the customer is happy
○ Send a thank you note with your
business card attached
Customer Service

Providing good customer
service is what brings in
repeat business


Handling customer complaints
Main goal is customer
satisfaction
Assignment
Chapter 15 Bookwork
15.1 – pg. 319 – Key Terms and Concepts…..(1-3)
15.2 – pg. 327 – Key Terms and Concepts…..(1-3)
Chapter Review – Review Facts and Ideas…..(2-11)
You will be held responsible
for all the red dot terms for the test