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OBTAINING COMMITMENT

How much emphasis should be placed on closing the sale? Why is obtaining the commitment important? When is the best time to obtain commitment? Which methods of securing commitment are appropriate for

developing partnerships? How should pricing be presented? What should a salesperson do when the prospect says yes?

When the prospect says no? What causes difficulties in obtaining commitment, and how

can these issues be overcome?

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chapter 12

SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:

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“Your prospects do not compensate you, only your clients do.”

~Alex Homer

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Buyers want to buy, not be sold Reliance on closing techniques may

reduce the chance of making a sale No commitment, no sale Relationship commitment vs. single

sale

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Securing Commitment Today

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Part of the process

– Actually gain commitment repeatedly

– Move the Buyer through the process

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Securing Commitment Today (continued)

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The importance– Tells the salesperson what to do next– Defines the status of the client– Time to make another sale– Customer realization of benefits– Company good will and profit– Rewards for the Buyer AND

the Salesperson

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Securing Commitment Today (continued)

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Financial Terms and Conditions

Discounts– Quantity discounts: single-

order and cumulative Credit terms

– Cash discounts for early payment (e.g. 2-10, net30)

Shipping costs– Free on board (FOB)– FOB destination– FOB shipping or dock– FOB installed

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Decide complete Price is carefully set after studying:– Competitor’s offerings– Value delivered by the

product or service– All Costs of providing

the product

• Wait… until you have agreement on the product’s Value

Confident Presentation Matter-of-Fact

Presentation (not the focus)

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Presenting Price

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Product X

• Incredible Benefit

• Amazing Benefit

• Happiness All Around

$_____

Next Monday

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When to Attempt to Obtain Commitment

Buyer comments– Buyer questions– Requirements– Benefit statements– Responses to trial

closes

Nonverbal cues– Facial expressions– Actions

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Requirements are conditions that have to be met before a purchase can take place.

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END Part I

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Maintain a positive attitude

Let the customer set the pace Be assertive, not aggressive Sell the right item in the right amounts

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How to Successfully Obtain Commitment

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Maintain a positive attitude

Let the customer set the pace

Be assertive, not aggressive Sell the right item in the right amounts

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How to Successfully Obtain Commitment

McGraw-Hill/Irwin

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Maintain a positive attitude Let the customer set the pace

Be Assertive Not aggressive Not submissive

Sell the right item in the right amounts

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How to Successfully Obtain Commitment

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How Aggressive, Submissive, and Assertive Salespeople Handle Sales Activities

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Selling Style

Activity Aggressive Submissive Assertive

Needs Assessment

“I know Buyer’s needs better than he does.”

“The Buyer knows his needs. What do I know?”

Probes for unsaid info.

Controlling Presentation

Doesn’t want to be interrupted.

Gives Buyer complete control of presentation.

Encourages dialogue, but completes Key Points.

ClosingPushy with techniques

Waits for Buyer to ask for the Sale.

Leads Buyer to natural close, if possible.

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Maintain a positive attitude Let the customer set the pace Be assertive, not aggressive

Sell the right item, right quantity

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How to Successfully Obtain Commitment

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Effective Methods

Sell the way the buyer prefers to buy

Persuade. Don’t manipulate with techniques designed to force a sale.

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1. Direct request– Simply ask for it

2. Benefit summary– Reminds the buyer of the agreed-on benefits of the

proposal

3. Balance sheet method (Ben Franklin method)– List pros and cons

4. Probing method– Initially uses another method– Questions designed to reveal obstacles– Consider that some Buyers can’t say “No Way”

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Effective Methods

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5. Alternative choice– Limit choices

6. Other methods– Many methods are brash and are counter-

productive with sophisticated customers

No method will work without earning the Buyer’s TRUST… for the salesperson, the company, and the product.

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Effective Methods (continued)

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No surprises– Go over all important information

Confirm the customer’s choice– Assure customers they have made an

intelligent choice

Get the signature– Make “signing contract” an easy, routine

procedure– Fill out the order accurately and right away– Stay calm at signing time. A nervous or jubilant

salesperson makes a Buyer think twice.

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If Commitment is Obtained

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Show appreciation– Thank-you letter– Small gift– Sincere and straight-forward, but not freakish

Cultivate for future calls– Follow-up promptly & stay in touch with Buyer

Review actions to be taken by both parties– Avoid misunderstandings– Exceed the expectation that you set with Buyer

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If Commitment is Obtained (continued)

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Some reasons for lost opportunities– Win-Lose attitudes– Confusing or flawed presentation– Poor habits and skills

Discovering the cause for rejection– Critical to do continual diligent homework to

discover every obstacle– Only known barriers can be dealt with

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If Commitment is Not Obtained

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If Commitment is Not Obtained (continued)

Dealing with rejection– Maintain perspective– Recommend an alternative

company– Show good manners

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1. Leave with a clear plan for all parties Review what you will do next What the customer will do next When you will meet again

2. Follow-up promptly With a thank-you (written preferred) and A Reminder note about next steps

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Bringing the Interview to a Close

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END Part II

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