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Advanced Closing SkillsAdvanced Closing Skills

GoalsGoalsShorten sales cycleShorten sales cycle

Close moreClose more

Build ValueBuild Value

Close more at better pricesClose more at better prices

Avoid cancellation or rescissionAvoid cancellation or rescission

Improve customer satisfactionImprove customer satisfaction

Improve professional selling skillsImprove professional selling skills

OBJECTIVE OVERVIEW OF OBJECTIVE OVERVIEW OF FACE-TO-FACE SELLINGFACE-TO-FACE SELLING

Credibility of salespersonCredibility of salesperson

Rapport with salespersonRapport with salesperson

Consideration of their (the prospect's) value systemConsideration of their (the prospect's) value system

Unique quality product/service tailored to their needsUnique quality product/service tailored to their needs

Product/service is superior to most other optionsProduct/service is superior to most other options

Value equal to or exceeds priceValue equal to or exceeds price

Ease, simplicity of purchaseEase, simplicity of purchase

The seller is a knowledgeable specialistThe seller is a knowledgeable specialist

Prospects most frequently purchase products/services based on the following PERCEPTIONS:

Psychology of CLOSINGPsychology of CLOSINGNeedNeedWe focus on developing need by persuading our prospects that they have problems with their We focus on developing need by persuading our prospects that they have problems with their current conditions. The more need (problems) we expose: the desire of want will increase to current conditions. The more need (problems) we expose: the desire of want will increase to solve the problems. When you are unsuccessful in persuading your prospect that they have solve the problems. When you are unsuccessful in persuading your prospect that they have significant need they will not buy from you… regardless of price!significant need they will not buy from you… regardless of price!

SolutionSolutionWe persuade our prospects that our company, products, installation, warranty, post installation We persuade our prospects that our company, products, installation, warranty, post installation service and most importantly you, are the best solution to solve their problems and satisfy their service and most importantly you, are the best solution to solve their problems and satisfy their needs. When you are unsuccessful at persuading your prospect that you provide their best needs. When you are unsuccessful at persuading your prospect that you provide their best solution, they will not buy from you… regardless of price!solution, they will not buy from you… regardless of price!

UrgencyUrgencyUrgency is automatically created when the content of the Solution matches the needs of the Urgency is automatically created when the content of the Solution matches the needs of the prospect . We persuade our prospects to place their order at the conclusion of the presentation. If prospect . We persuade our prospects to place their order at the conclusion of the presentation. If you are unsuccessful in creating urgency by tailoring your presentation towards the prospects you are unsuccessful in creating urgency by tailoring your presentation towards the prospects needs and providing them with the only solution, they will not buy from you… regardless of price!needs and providing them with the only solution, they will not buy from you… regardless of price!

Selling “The Science”Selling “The Science”

Procrastination Objection Co-communication Sale

SALES and appropriate

close to convertIsolate and

SolveIf I can will you?

Think, Shop, Sleep, etc.

Money, Cost, Payment

When, How Soon, Etc.

Yes

THE SALES SYSTEMTHE SALES SYSTEMPREPARATION

APPROACH

RAPPORT

WALK AROUND (NEEDS ASSESSMENT)

COMPANY STORY

PRODUCT PRESENTATION

PRESENTING THE PRICE

AFFIRMATION

BUTTON UP

NO PRICE RESISTANCE

TRIAL CLOSE

CLOSE

PRICE RESISTANCE

TOTAL OFFER CONCEPT

CLOSE

Selling YourselfSelling Yourself

Greeting (script)Greeting (script) Properly Affirm Properly Affirm

Opening Statement (script)Opening Statement (script) Appreciation/ Question/ ControlAppreciation/ Question/ Control

Value of the Visit (script)Value of the Visit (script) Sets the StageSets the Stage

Survey (script/transition)Survey (script/transition) ValidatesValidates Discovers ValuesDiscovers Values

PROXEMICSPROXEMICS

Keep the prospect to your right whenever possible

Avoid placing anything on their desk (table) without permission

Avoid authoritarian/confrontational positioning (Fig . 1) --Attempt to position with prospect (P) at desk to the right of

the salesperson.

REMOVING THE BLOCKS TO REMOVING THE BLOCKS TO MORE PROFESSIONAL SELLINGMORE PROFESSIONAL SELLING

Answering Questions With QuestionsLayeringInformation (Data Bank)IAnalyzing InformationDetermining How To Use ItAuto MotivationD

Arouse -- AffirmMotivation (Motive-Action) Left vs. Right Brain ReactionsAAsking QuestionsLearning to ListenDelayed ResponseC

Uncovering “more” of the Uncovering “more” of the customers value system!customers value system!

What will they base their decision on?What will they base their decision on?

How will they go about gathering this How will they go about gathering this information?information?

Determine buying clues Determine buying clues

Write it Down, Feed it back– build more rapportWrite it Down, Feed it back– build more rapport

Obtain Permission to ask for their businessObtain Permission to ask for their business

Transition to Company Transition to Company

Sell Your Company (What are the Components?)Sell Your Company (What are the Components?)

Create Desire for Solution- How are you differentCreate Desire for Solution- How are you different

Show unique qualities of your company (script)Show unique qualities of your company (script)

Embedded CommandsEmbedded Commands

Post Negative SuggestionPost Negative Suggestion

33rdrd Party Layering– Tie Downs (script) Party Layering– Tie Downs (script)

Obtain Company Commitment (script)Obtain Company Commitment (script)

YES/NOYES/NO

Permission to say Yes or No (script)Permission to say Yes or No (script)– Only 3 things happenOnly 3 things happen– Justify itJustify it– Lower the Wall of ResistanceLower the Wall of Resistance

Transition to Product (script)Transition to Product (script)

Go get your SamplesGo get your Samples– Head Check (you and them)Head Check (you and them)

Sell Your ProductSell Your Product

Present All The OptionsPresent All The Options

Consultive SellingConsultive Selling

Price ConditionPrice Condition

Eliminate the “perceived” AlternativesEliminate the “perceived” Alternatives– If they Say it – they believe itIf they Say it – they believe it

Avoid “Value Judging” StatementsAvoid “Value Judging” Statements

I like This…I like This…

I think this is a great colorI think this is a great color

My favorite thing is…My favorite thing is…

These statements mean nothing to the These statements mean nothing to the customer and are your hot buttons… not customer and are your hot buttons… not theirs!theirs!

Sell Your ProductSell Your Product

Present the Exclusives Present the Exclusives

Tie your exclusives to their needsTie your exclusives to their needs

Build Value-incrementallyBuild Value-incrementally

Set up the TOCSet up the TOC

Gain the Product Commitment (script)Gain the Product Commitment (script)

YESYE S NEED x DESIRE

costFavorableDecision

=N ON O COST

need x desireUnfavorable

Decision=

PROSPECT’S PRICE/VALUE PROSPECT’S PRICE/VALUE PERCEPTIONPERCEPTION

ELEMENTS WHICH REDUCE THE ELEMENTS WHICH REDUCE THE NUMBER AND STYLE OF OBJECTIONSNUMBER AND STYLE OF OBJECTIONS

ELEMENT PURPOSE

R.E.P. method/P.R.E. principle

Benefit-selling

Structured methodology

Company story and product (service) - visuals

Reduces price resistance

Relates features and advantages of product or service to

their needs

Avoids confusion,increases understanding

Speeds up prospect's &customer's perception rate

Build Value with a SystemBuild Value with a SystemPresent “options” with advantages and disadvantagesPresent “options” with advantages and disadvantages

Present Alternatives - - Educate – continue to build trustPresent Alternatives - - Educate – continue to build trust Price Condition- - Creates a price impressionPrice Condition- - Creates a price impression Eliminate the option - - Let the customer eliminateEliminate the option - - Let the customer eliminate

Present The Product in third party, followed by a question Present The Product in third party, followed by a question followed by an embedded command, price condition, gain followed by an embedded command, price condition, gain commitmentcommitment

Example: All of my customers tell me that when they Example: All of my customers tell me that when they replace their windows they’ll only invest in windows that replace their windows they’ll only invest in windows that have a warm edge spacer system, knowing what you know have a warm edge spacer system, knowing what you know now what would you do? Because of your decision to now what would you do? Because of your decision to replace with a warm edge window you will enjoy your new replace with a warm edge window you will enjoy your new windows for a lifetime!windows for a lifetime!

Price Condition; Gaining CommitmentsPrice Condition; Gaining Commitments

Get the little yes’s needed through LayeringGet the little yes’s needed through Layering Comparing (your product) to the other products available, which Comparing (your product) to the other products available, which

one do you think will last longer?one do you think will last longer?

Can you appreciate why more and more families today are Can you appreciate why more and more families today are choosing (your product) over any thing else?choosing (your product) over any thing else?

Does it stand to reason that (your product) might cost more than Does it stand to reason that (your product) might cost more than the others?the others?

Would you Invest a little more to have this product over the Would you Invest a little more to have this product over the others? others?

This technique allows you to build value incrementally… This technique allows you to build value incrementally… caution, Do not over use!caution, Do not over use!

Selling Your PriceSelling Your Price

Reconfirm Your Commitments Reconfirm Your Commitments

Remind them of their StandardsRemind them of their Standards

Isolate PriceIsolate Price

Reaffirm SelectionsReaffirm Selections– Co CommunicationCo Communication– Tie Down SelectionTie Down Selection– Walk the job againWalk the job again

Selling your PriceSelling your Price

Maintain RapportMaintain Rapport

S.A.L.E.S. Closing SystemS.A.L.E.S. Closing System

Complete the stepsComplete the steps

Sequence of EventsSequence of Events

Warm DownWarm Down

Gather ReferralsGather Referrals

Closing StepsClosing Steps

Write the orderWrite the order

Quote the priceQuote the price

Listen to ResponseListen to Response

Affirm and Ask for clarificationAffirm and Ask for clarification

IsolateIsolate

TOCTOC

Get value CommitmentGet value Commitment

Closing Steps (cont)Closing Steps (cont)

Re Present the Permission StatementRe Present the Permission Statement

Incentive CloseIncentive Close

Support For IncentiveSupport For Incentive

NegotiateNegotiate

SignatureSignature

Button UpButton Up

What Is an Objection?What Is an Objection?

Handling ObjectionsHandling Objections– Don’t ArgueDon’t Argue– Don’t AttackDon’t Attack– Lead them to overcomeLead them to overcome

S.A.L.E.S. (Closing System)S.A.L.E.S. (Closing System)S________ A________ L________E_______ S________S________ A________ L________E_______ S________

Walk them through the “Normal” processWalk them through the “Normal” process

Selling “The Science”Selling “The Science”

Excuse Objection Question Sale

SALES and appropriate

close to convertIsolate and

SolveIf I can will you?

Think, Shop, Sleep, etc.

Money, Cost, Payment

When, How Soon, Etc.

Yes

Handling ObjectionsHandling Objections

Present the List PricePresent the List Price– Cost vs. Value Cost vs. Value

(value building- price conditioning)(value building- price conditioning)

– Alternate ChoiceAlternate Choice

Listen and Handle (Listen and Handle (SSilence) (ilence) (AAffirm) (ffirm) (LLayer)ayer)– 4-6 second pause4-6 second pause– Isolate method of paymentIsolate method of payment

Isolate Objections (Isolate Objections (EEliminate)liminate)– Other than that?Other than that?

RIGHT - - - - LEFT BRAINRIGHT - - - - LEFT BRAIN

Essential Closes (Essential Closes (SSolve)olve)

Is it IsolatorIs it Isolator

Win-WinWin-Win

TOCTOC

Price ShopperPrice Shopper

$43,000 decision$43,000 decision

Option CloseOption Close

Button UpButton Up

PaperworkPaperwork

Sequence of EventsSequence of Events

Value of my Word-Your WordValue of my Word-Your Word

33rdrd Party Party

ReferralsReferrals

Ask for themAsk for them

Expect ThemExpect Them

Visit Completed JobVisit Completed Job

Distribute Door HangersDistribute Door Hangers

The 20% RuleThe 20% Rule

– How much more are they worth?How much more are they worth?

Constant

And

Never-ending

Improvement

Apply this theory today!

CLOSED-END QUESTIONSCLOSED-END QUESTIONS

Is it the price that concerns you?Is it the price that concerns you?

Are you looking for something less expensive?Are you looking for something less expensive?

Shall I come back later?Shall I come back later?

Is this the (model, size, etc.) you wanted?Is this the (model, size, etc.) you wanted?

Does this seem O.K.?Does this seem O.K.?

Can YOU make the decision?Can YOU make the decision?

Is this in the ball park?Is this in the ball park?

Isn't this: beautiful - - great - - nice looking?Isn't this: beautiful - - great - - nice looking?

OPEN-END QUESTIONSOPEN-END QUESTIONS

What price range did you have in mind?What price range did you have in mind?

Why do you: say that -- feel that way -- think that?Why do you: say that -- feel that way -- think that?

In what (model, size, etc.) are you interested?In what (model, size, etc.) are you interested?

What would need to exist to ... ?What would need to exist to ... ?

What are the specific: parameters -- time limitations?What are the specific: parameters -- time limitations?

When would you anticipate making a decision?When would you anticipate making a decision?

When (how) will the decision be made?When (how) will the decision be made?

EcholaliaEcholalia

OPTION QUESTIONSOPTION QUESTIONS

Which do you prefer?Which do you prefer?

How else can we accomplish this?How else can we accomplish this?

Which of these will work the best?Which of these will work the best?

Is one of these more appealing than the others?Is one of these more appealing than the others?

Which part could we eliminate?Which part could we eliminate?

SWEAT QUESTIONSSWEAT QUESTIONS

When would that be?When would that be?

When can I expect to hear from you?When can I expect to hear from you?

Can you give me a yes or no?Can you give me a yes or no?

Is there another issue (or hidden agenda)?Is there another issue (or hidden agenda)?

What can I do to: get an approval - - get this started?What can I do to: get an approval - - get this started?

- - One more thing - - or - - what would need to exist? - - One more thing - - or - - what would need to exist?

For More Information about Dave Yoho Associates For More Information about Dave Yoho Associates Please call or visit our webPlease call or visit our web pagepage: :

703 591 2490 703 591 2490 www.DaveYoho.comwww.DaveYoho.com

To Comment on this Program or Speak to To Comment on this Program or Speak to Brian Smith directly callBrian Smith directly call

757 285 4836 or visit:757 285 4836 or visit:

www.BrianNSmith.comwww.BrianNSmith.com

Brian@BrianNSmith.comBrian@BrianNSmith.com