The History Of Selling Case Study

THE MASTERY OF CLOSING

ANTHONY D. CIAMPA ׀ 4/17/2016 ׀ MKT463-A ׀ PROFESSOR BOYER

WHAT IS A CLOSE?

A close is the final stage in the sales process. It is the last step. It is when a decision maker accepts or rejects the offer. Acceptance could mean a long, prosperous future for both the salesperson and for the prospective buyer. Acceptance is how salespeople earn their living. Rejection, on the other hand, means wasted time, effort, and resources. Rejection is often the result of inadequate selling and guidance through the sales process. Closing, the vital and conclusive stage of the sales process, can be the difference between yes and no.

DIFFERING PERSPECTIVES

Miller (2002) found that a close signifies something different to a salesperson

is this relationship slowly moving towards a yes or a no? He goes on to explain that he makes his living on two words, no and yes, and that maybe’s aren’t helpful because they only lead to continued attempts to close the sale, wasting time and therefore, money.

This technique should be used when you have established adequate rapport, have been in communication with the prospect for a significant amount of time, and can handle rejection well. By clarifying the nature of the relationship and defining its end destination, prospects often respond positively to the salesperson’s frankness and openness. Prospects then go on to reveal their objections, making it easier for the salesperson to guide them along the sales process.

HONE ABILITY TO READ PROSPECTS

Graham (2010) urges salespeople to sharpen their skills at reading clients. No two prospects are the same, therefore, no two closes should be the same either. A prospect’s motives, needs, and influences are constantly evolving, meaning that the ability to read prospects is useful for both new and existing