SMOOTH SELL'NG

by George N. Kohn, Morkeling Consuftonf CoPyright-Georgc N. Kahn

CI.OSING THE SALE

The art of closing the sale can be oompared to the approach of a shy suitor.

He wants to marry his girl and she is more tlan ready to accept his pro-

' Here the analogy ends. A woman can steer the conversation back on the main track or, in some other way, make it easy for him to ask for her hand.

A prospect, however, usually offers 'l no such help and often the order is lost ft. because the salesman simply didn't ':i know how to close.

Even while a buyer is offering objec. tions, he still may be psychologically ready to give an order. All he needs is assurance from you that he is making the right decision.

The buyer is not infallible. He only acts that wav sometimes. He has his , self doubtq fears and apprehensions

' like anyone else. In addition, he is bur-

.dened with tremendous responsirbility.

Very often it is up to you to direct his thinking into proper buying channels.

How is this done? By always being on tbe offensive. Beat back objections with

.strong counter arguments until the pros;.,,. pect has exhausted his reasons for not il1,. , buying. Then move in quickly and close i.,r'r: .the sale.

Exculel or Obleclions

If you made a list of all the types of sales arguments you get, you'd find that most of them are excuses, not objections. No professional salesman should be discouraged by such statements ds:

We're bound up with other producers.

We are reducing our inventory.

Tile're buying ito- too many different firms now.

We're waiting until business conditions pick up.

Your product is like one we are already using.

These are such obvious excuses that the prospect may as well be wearing a sigrr to that effect. Still these excuses can sink you if they go unchallenged.

Turn these negative replies into positive selling points.

Excuses like the above can be knocked over like tenpins by the salesman who is agile of mind and has a strong belief in the superiority of his company and his merchandise.

Self €onf,dencc

The ability to close a sale with ease and precision comes largely from having confidence in yourself.

When is the right moment to close the sale? It's hard to find agreement on this question. Some veteran salesmen claim there is only one psychological moment and if that is missed, the order is lost. Others assert there are various times during an interview when the sale can be closed. The important thing to remember, they note, is that the salesman must take advantage of his opportunity. Like a halfback, he must scamper through the opening made for him.

Both these points of view are right. On some calls there is only one propitious moment to drive home the sale. This cannot be explained by logic. The one-chance closing may occur only once in every 20 interviews. The other nineteen may offer several opportunities for closing. In any case? always seize your opportunity.

Pressure Poinf

There is nothing wrong in using a little pressure if it brings results. Often it does.

Many prospects are bored by the soft sell and will welcome a figurative boot in the pants to help them make up their minds. Buyers often toss in objections, not out of conviction. but as a means of obscuring their own doubts and indecision. They're on the fence and wait. ing for someone to knock them off.

Know your man before you apply pressure. Some prospects may resent it. But if a buyer seems to be wavering, make up his mind for him. Such an interview might go like this:

Prospect: o'I don't think I'm ready to buy right noriv."

Salesman: "Mr. Smith, I think you're as ready as you'll ever be. [f there is lffS fpR YOUR SALESMEN .. each artlcle ln thls series ls ex- to approxlmately 2fi)O words-lncludes a self-evaluation quiz- ted ln 2 colors ln a 4 page format, on whlte glossy paper and ls Duacbed to flt any standard 3-rlng blnder prlces are as fol-

-----.-...--26 oontr sanh

't; Tlre' enttre serles may be pre-order€d or lndtvldual artlcles may be 3.!. ordered by number.. address orders to George N. Kahn Co., Marketlng still something you're in doubt about, name it and I'll clear it up. Otherwise, why don't we get this thing over with?" or:

Prospect: ooYour company is a Iittle high in price."

Salesman: o'If that's all that's worrying you, you may as well sign right now. Our prices are competitive and you won't do lbetter anywhere in the industry."

Don't, under any circumstances, lie to get an order. Don't tell a prospect that prices are going up when they're not as a means of scaring him into placing an order.

Don't tell him that your product is in short supply when it isn't. These tactics will invariably boomerang on you.

Oblectionr Aro Stondardlzed

A new objection is as unlikely as a snowstorm in July. The same excuses and stalls keep popping up on call after call. The prospect who is too busy to talk, overstocked or satisfied with his present supplier is a familiar figure to the experienced salesman.

Make a list of these stock objections so you can counter them each time they come up. In this way you will close more sales in less time.

Selling is like a game of chess. The more often you can counter your op. ponent's move, the quicker victory is yours.

Don't sidestep a serious objection, however. Meet it squarely and try to satisfy the prospect. Once you do, slop talhing about this query. That's the time to close the sale. Many sales have been kicked away because the salesman talked past the psychological moment for closing. Ciue the ,nan a chnnce to buy.

Now let's check your closing tech. nique. If you can answer ttyes" to seven of these questions you're closing with success.

Closlng on Cuc

Do you anticipate obstacles to a smooth clos- ing? Yes I No D

Do you pause in your talk to give the prospect a chance to buy? Yes I No tr

Can you really tell the difference between an excuse and an objection? Yes tr No tr

Do you recognize the psychological moment or moments for closing? Yes D No E

Do you expect to sell when you make a call?

YesE Notr

Do you use a little pressure with an undecided prospect? Yes fl No E

Do you help the prospect make up his mind?

Yes[] NoE

Do you keep minor arguments minor?

Yesn Non

Can you sell without lying? Yes n No tr l. Tho Salocman lr 8 VJP. l. Aro You A SalGrnrn?

3. Got Acoualnted ltrlth Your C6mpany

4. You'ro On Stoge

6. You Can't fho mthotrt Ammunltlon

6. iou Are A Gloodwlll Saleman, lfoo

7. Cloelng The Sele

E. Irow ifo Sst Uo Ar Intowlow

0. ncbxlns Botrieen Bonnde lO. Thc Coioetldoa

11. Iektnr.{BIrk

12. Ploylng lbc Ehort Ganc d!,.4 i 4 . , ;ffii;g.,r;'S

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To participate in our franchised dealer program, you are required only to display the sign shown above and carry a minimum stock of our standard hardwoods. For the more exotic woods, we will supply you with a complete list of over 75 types available for next day delivery.

See your Penberthy representative, or call for full details now!

I{ULA SKIIITS. leis anrl Harruiian musir' rf sel the theme for a recerrt gathering of southern Cali{ornia lumbermen hosted by Inland l,umber Co. of Rialto to kick off their "Hawaiian Holitlay" sales promotion.

More than 150 lumlrer dealer-* and their wives. man). from as lar as sevt.ral hundred miles away. were greeted b1 the Inland stafi Ior cocktails. dinncr and dancing. I)oor prizes included radios. binocu. lars. a portalrle tv sct. Harlaiian -shirts antj hula skirts.