Marketing Essentials

Chapter 15: Closing the Sale

Chapter Summaries

Section 15.1

• Customer buying signals help a salesperson determine a customer's readiness to buy, which is important in trial closes. The signals include facial expressions, body language, and comments.
• General rules for closing a sale are the following: recognize closing opportunities, help customers make a decision, create an ownership mentality, do not talk too much, and do not rush.
• The three specialized methods for closing a sale are the which close, the standing-room-only close, and the service close.

Section 15.2

• Suggestion selling is important because it helps generate more sales revenue for a company and helps to create more satisfied customers.
• The rules for suggestion selling are the following: use suggestion selling after the customer has made a commitment to buy, but before payment is made or the order written; make your recommendation from the customer's point of view and give at least one reason; make the suggestion definite; show the item you are suggesting; make the suggestion positive.
• Three specialized suggestion selling methods are (a) offering related merchandise, also referred to as cross-selling; (b) selling larger quantities, also referred to as up-selling; and (c) calling attention to special sales opportunities.
• After-sale activities and customer relationship management (CRM) are important for maintaining and building a clientele. After-sale activities include order processing, departure, order fulfillment, follow-up, customer service, and keeping a client file, as well as evaluating your sales efforts.
• Customer relationship management (CRM) involves finding customers and keeping them satisfied. It can include lead generation, customer service, loyalty programs, and after-sale activities.