highly motivated man who can communicate his inspiration and attitudes to others. For 12 straight years Joe sold more cars and trucks than any other salesperson. More as an individual than most dealers sell in total. No other salesperson has ever attained this title for more than one year, and not for both cars and trucks. On January 1, 1978, Joe hung up his gloves and quit selling cars. During his selling career (1963-1977), he sold 13,001 cars, all at retail. Most of his time is now spent writing books, giving lectures, and sales rallies. HOW TO CLOSE EVERY SALE BY JOE GI RARD AND ROBERT L. SHOOK Power Points from Peter Lowe I N T R O D U C T I O N Henry B. Wilson said, He who fnds dia- monds must grapple in mud and mire because diamonds are not found in pol- ished stones. Tey are made. Sales is a very competitive feldit draws the bestand in turn demands their best. And while some people may have more natural selling ability, there is no question that great salespeople are madenot born. So you constantly have to work on your presentation, your product knowledge, and your close. Joe Girard was the number one automobile salesperson in the world for ffeen straight years, and when he speaks, all of us in sales need to listen. So as you read this summary, I hope that youll particularly note that: You are your companys number-one product. No sale happens without youregardless of the inherent strength of your product. So look the part, act the part, and prepare for the part. Although people are repelled by cockiness, they are attracted to winsome conf- dence. You sell yourself frst. As Debbi Fields said, You dont have to be superhuman to do what you believe in. So believe in yourselfits essential for sales success. Conviction gives you power. Its crucial that you thoroughly believe in your product or service. Te conviction of absolute certainty in your product will give you confdence as you present and make you convincing as you close. Besides, as someone committed to providing the very best for your customers, you must make sure that you are presenting exactly that. Enthusiastically, Closing a sale is the stage in the selling process where salespeople meet the greatest difculty. Joe Girard walks the reader through fundamental selling principles and experience-based insights guaranteed to help the reader sell any product or service. Tese principles are grounded on an important rule: becoming a successful salesperson requires learning how to sell yourself frst. Tis is because buyers buy into the seller initially before they do the product or service. VOLUME 75, NUMBER 87 G E T M O T I VA T E D S E M I N A R S P R E S E N T S Peter Lowe is Founder & CEO of Get Motivated Seminars Field-Tested, Cant-Lose Techniques to Win Lifetime Customersand Make Every Sale Stick! THE NET NET FOR LEADERS AND ACHI EVERS WHO WANT THE FACTS . . . FAST! FOR LEADERS AND ACHI EVERS WHO WANT THE FACTS . . . FAST! HOW TO CLOSE EVERY SALE THE COMPLETE SUMMARY Principle one: understand why there is sales resistance Many individuals do not like being sold. Nor do they particularly warm up to salespeople. Poor public image of salespeople Tere is a prevailing public perception that salespeople are unscrupulous, scheming, obnoxious, slick and smooth talkers who simply want to get the customers money. An us vs. them selling relationship Sales presentations and negotiations become contests between sellers and buyers. Here both parties become adversaries rather than teammates or allies. If the salesperson closes the sale, the seller wins while the buyer loses. If the buyer walks away from the transaction, the seller loses. Prior bad experience with salespeople Most buyers have had their share of sales encounters with unprofessional, manipulative, double-dealing salespeople. Salespersons insensitivity to customer time Salespeople know that time is money but they understand it from their own viewpoint and not from the customers perspective. Tus, some have difculty respecting customers time. Negativity in salespeople Quite a number of salespersons have the habit of negative thinking. Tey believe that prospects do not really mean to buy. Tis negative attitude is likely to infuence the sales transaction and relationship with the customer. Saying no is difcult for potential customers People do not like to be in situations where they have to say no. Tis is why setting a sales presentation is sometimes difcult. Principle two: begin with selling yourself Recognize that you are your companys number-one product. Salespeople must learn to make a diference with the prospect. It is important that potential customers like and believe in the salesperson frst. Sell the companys reputation Tis helps establish credibility for oneself particularly if the company name is a familiar brand name. Being associated with a reputable frm erases doubts about doing future business with a stranger. Successful salespeople believe in what they are selling An excellent salesperson is one hundred percent convinced about the product or service he is carrying. Te salesperson believes that it is the best value of its kind. It is an added advantage for the salesperson to show and let prospects know he is using the same product or service. Turn positive thinking into realistic thinking Believe that one can sell to every prospect. Remove any form of negative thinking. Visualize Picture ones self, completing the sale, the client signing the order form and handing over a check payment. Remember, what is visualized becomes reality. Create a winning self-image A positive self-image infuences other people believe to believe in you. Page 2 BY JOE GI RARD AND ROBERT L. SHOOK Principle one: understand why there is sales resistance ................................................... Page 2 Principle two: begin with selling yourself ............. Page 2 Principle three: assume the sale ........................ Page 3 Principle four: know how to read buying signals ..... Page 3 Principle five: handle objections effectively .......... Page 4 Principle six: learn how to overcome procrastination ............................................. Page 4 Principle seven: control the sale ........................ Page 4 Principle eight: understand the different closing techniques .................................................. Page 5 Principle nine: create a sense of urgency ............. Page 5 Principle ten: avoid overselling ......................... Page 6 Principle eleven: go all or nothing ...................... Page 6 Principle twelve: prevent buyers remorse ............ Page 6 Principle thirteen: remember sale begins after the sale ...................................................... Page 7 C O N T E N T S Preparedness Know everything about the product, company and competition. Tis helps create confdence during the presentation and negotiation while stirring a positive self-image. Being unprepared can only create feelings of distraction, anxiety, and guilt leading to a poor self-image and a waste of valuable client time. Create an appearance of success Look professional. A professional appearance goes beyond clothing. It covers the entire spectrum of ofce design and space, transportation, etc. Make the prospect feel important Let the customer feel the salespersons sincerity. When a prospect feels important, he is likely to give the business to the caring salesperson even if that salespersons proposal was originally a second or third option. Sell on your own turf Invite customers to your ofce if this is an option. Use the ofce venue to sell ones self subtly. For example, walk the customer through the ofce space and walls lined with framed pic- tures of citations, newspapers and articles, etc. acknowledging your frms accomplishments and good reputation. Bring a sense of humor to the sales presentation Nonetheless, use humor at the right time to relax and make the prospect feel comfortable. Use humor wisely, with a lot of discretion and caution, as well as good taste. Allocate a budget for gifts Give prospects and customers relatively inex- pensive gifs to make them feel how important they are. Be sincere and honest Make clients feel that one can be trusted. Do not make promises that cannot be kept. Avoid false fattery. Visual signs of sincerity include estab- lishing eye contact when speaking to prospects as well as listening while giving them a com- plete, undivided attention. Make the customer feel good about the entire transaction Do not make too much of a proftable deal that the client would not want to engage in repeat business. Principle three: assume the sale Make the assumption that people who listen to sales presentations are interested enough to want to buy the product. Tus, throughout the sales presentation until the sale is closed, keep assum- ing that the sale has been made. Heres how: Make subtle statements that assume the sale When the prospect objects, ask for the specifc reason and address the objection. Once it has been substantially answered, assume the sale and make another attempt to close. Offer the prospect a choice of actions that he can take Tis indicates assuming the sale. For exam- ple, Do you want the red or blue model? or Would you prefer your package delivered by freight or by air? Provide the prospect an opportunity to experience the product or service When selling a car, ask the customer to sit behind the wheel. When selling jewelry, slip the ring onto the customers fnger, or assist her in trying on a necklace. Use the right words that assume the sale Use when instead of if. For example, say, When you own this car. Use we and let us. Tis way, the prospect does not feel being lef alone to make a major decision. Assume the sale on repeat orders Continue to give your satisfed customer out- standing service.
Principle four: know how to read buying signals Misguided salespeople believe that knowing how to read buying signals is a natural talent that cannot be taught. On the contrary, learning how to read buying signals is an acquired skill. Observe the tangible Look at peoples buying habits. For example, a prospect who wears expensive jewelry and fne clothing may likely be a potential buyer of the most expensive car model. Avoid stereotyping Buyer habits may be grounded on lifestyle pref- erences. For example, some prospects visiting a car showroom may not look like they have a lot of money. Surprisingly, they may pay in cash for the most expensive model! Get the prospect to experience the product or service, and then observe When the prospect becomes a participant rather than a spectator, a host of buying signals comes about. Be a good listener Outstanding salespeople are excellent listeners. A professional salesperson understands how the prospect thinks and feels by listening. Page 3 SUMMARIES SUCCESS Bibliographic Information Title: How To Close Every Sale: Field-Tested, Cant- Lose Techniques to Win Lifetime Customersand Make Every Sale Stick! Author: Joe Girard and Robert L. Shook Publisher: Warner Business Books; Reissue edition (June 15, 2002) ISBN: 0446389293 Pages: 208 For Leaders and Achievers Who Want the FactsFast! Peter Lowe: Founder and CEO Tamara Lowe: Executive Vice President P u b l i s h e d b y Get Motivated Seminars, Inc. 4710 Eisenhower Blvd., Suite B-5 Tampa, FL 33634 Observe prospects in social environments Study the prospects egos Individuals with big, healthy egos take risks. People with low self-esteem and weak egos ofen do not take risks and will hesitate on making expen- sive purchases because they are afraid to make a mistake. Principle ve: handle objections effectively Salespeople must understand that objections are expressions of interest. Tis means that when prospects raise objections, the salesperson must grab at the opportunity to state why the customer must buy. Here are some tips to handle objections: Weed out false objections from real objections For many reasons, people provide false objections rather than say why they really do not want to buy. Unless one knows the real objection, a salesper- son will have difculty overcoming the true objection of the prospect. Never back a prospect into a corner Avoid putting clients on the defensive. Overcome the six most-common objections 1. I cannot afford it Many times when prospects say they cant aford it, they only think they cant. Or they may have not actually seen the products real, outstanding value. On the frst, ofer a low-priced alternative or fnancing scheme. On the second, break down the cost on a monthly, weekly, daily and even hourly basis to reveal how economical the product or service is. 2. I want to talk it over with my spouse Te best way to handle this objection is to make sure all the decision mak- ers are there for the sales presentation. 3. I have a good friend in the business Emphasize how the prospect can better himself with the sale and how his friend, if he is truly a friend, will appreciate the good deal. 4. I want to shop around One way to handle the objection is to start a fle on competition and subtly slip in information on negative reviews about a competitive product in the prospects mind. Another is to advise the prospect on the bait and switch technique where dealers or providers publish a low price but when the sale is closed, the customer is advised of unavailability of stock and prodded to buy a higher-priced model. 5. Leave me some literature and I will get back to you Tis means that the salesperson has not convinced the prospect enough. Tus, provide the prospect more compelling reasons to buy the product. Tis may include more attractive features, greater benefts, fnancing terms, etc. 6. I do not want to buy your product because (host of reasons) Isolate the objection to one main, specifc problem and provide the solu- tion to the prospects problem. Answer the objection and close the sales Once objections have been satisfactorily addressed, move on. Leave the prospect the impression that the salespersons role is to provide valuable information so that the customer can make an intelligent decision. Principle six: learn how to overcome procrastination One of the most unsettling objections faced by many salespeople is the I-want-to-think-it-over objection. In this scenario, the prospect simply does not want to make a buying decision. Tis is not because the prospect objects to the company, product or salesperson but it is largely because the prospect is afraid of making the wrong decision. Te prospect lacks the confdence to make the decision. Likewise, the prospect does not see the merit of making the decision immediately. Help the prospect make the decision Emphasize how they can beneft with the product or service and how it represents good value for money. Help the prospect make the proper buying decision If procrastinators lack the confdence to make the decision without con- sulting with a third party, make a complete presentation to the third party. Set the stage for avoiding procrastination by subtly letting the prospect know beforehand that a decision is expected Stress how time is valuable to the prospect and seller. Appeal to prospects ego Understand the prospects opinion of himself. Make him feel important so that he will feel embarrassed not to make a decision when the time comes. Use a quote or deliver the right words of wisdom at the appropriate time Ofen, the right quote can motivate a prospect to make a decision. Pick and choose quotes that are appropriate for the occasion, and the procrastinator. For example, heres one from George Patton: No decision is difcult to make if you get all the facts. Principle seven: control the sale Te salesperson must take charge of the sales process, not allowing sales presentations to get out of handthat is, lacking in direction and leav- ing customers foundering and remaining indecisive. Tis means that the salesperson must assume the role of authority in the process. Heres how: Page 4 Salespeople must understand that objections are expressions of interest. Sell with intensity Focus on the prospect singly without any distraction. Hold all calls during a sales presentation Tis makes the prospect feel important and helps the salesperson keep the momentum. Make the sales presentation a fact-nding session that encourages a two-way conversation between the buyer and the seller It is a myth to think that salespeople control the selling process when they out talk the prospect, not allowing the potential customer to speak. On the contrary, encouraging a dialogue helps determine the prospects needs and creates an atmosphere of sincerity and real desire to help the prospect. Act with authority by demonstrating appropriate stock knowledge and expertise When the salesperson is not ready to quote a price, avoid quoting Even if the prospect asks for it. Te seller must ascertain that the prospect understands the value he is getting for his money before the quote is made. Principle eight: understand the different closing techniques Knowing the diferent closing techniques allows the salesperson to choose from a spectrum of possible closes resulting in the one appropriate close. Here are some great closes: Assumptive Te seller expects the prospect to buy and proceeds to write the order. Assumptive statement and question Te seller makes an assumptive statement and closes the sale with an assumptive question. For example, I defnitely recommend that you buy these two dress shirts because they go perfectly with your new suit. Now, which of these three ties do you want to go with your suit? Minor-major Help the prospect go through a series of easy, minor decisions, the total of which add up to the fnal major close. For example, Would you like to handle the payments monthly, quarterly or annually? Is it okay to use your home address for the billing? Would you spell your wifes frst name for me? You do want her as your benefciary? Please make the check to the company for this amount right here. Little mistake versus big mistake Here the prospect is told that it is a big mistake not to buy immediately but under the worst possible scenario only a minor mistake to do so. For exam- ple, an auto mechanic points out, If we do not install a new starter this minute, in a matter of time you will have fywheel damage, which means removing the transmission to make that repair. Ten, instead of looking at a three hundred dollar repair bill, we are talking about a lot of extra labor that could run to as much as twelve hundred dollars. Choice of three Provide the prospect no more than three choices. For example, Tell me maam, which of these three monthly payments would you feel most comfortable with? Compromise When all other objections except price have been eliminated and the prospect has not made a decision, ofer a compromise. For example, I understand how tight your advertising budget is, so rather than go with the half page, let us go with the quarter page. Dont keep it a secret Never be too proud to let people know how much their business is appreciated. For example, Look Jerry, I wont keep it a secret. I want your business. Ben Franklin When confronted with a difcult situation, the salesperson and the client can write down everything that is favorable about the sale under a yes column, and then write down everything unfavorable under a no col- umn. Of course, the no column should be shorter. Hard to get it Tis close is grounded on the insight that people want things that they can- not have, or have difculty to acquire. Tus, the salespersons role is to help the prospect get it. Sell it with love Capitalize on a strong emotional appeal. For example, closing the sale by appealing to the prospects love for his family. Wow, how lucky your wife will be to get this on her anniversary! I wish my husband would buy me one! Follow the leader Tere are more followers than leaders. Tus, prospects will buy afer learn- ing that prominent people have made the purchase. Principle nine: create a sense of urgency Te prospect must be given a reason to buy the product or service imme- diately. Otherwise, to fail to provide a compelling reason leads to the pros- pects procrastination. Prospects must be sold in anticipation of a future need and not just a present need. Here are some ways to create sense of urgency: Use the limited offer Make an ofer that is good for a limited period. Page 5 The prospect must be given a reason to buy the product or service immediately. Use the line Buy before the price increases However, use the line only when the price increase is certain to occur. Do not misrepresent. Use the Clock is always running close statement Reference the prospects age, time, etc. For example, create a sense of urgency to buy recreation homes among the elderly. Afer all, they deserve a life afer the many years of sacrifce. Sell the one-of-a-kind product Selling a unique product or service that is not readily available creates a sense of urgency when it is time to close the sale. Create an auction scenario and sell to the highest bidder Create an environment where a group of buyers needs to make an ofer to acquire the desired product. For example, when selling a desirable prop- erty, ofer it to at least ten prospects. Set the bottom price and begin the bidding. Sell the house to the highest bidder. Timing is everything Continue to stress the value and gain of buying today and not tomorrow. Principle ten: avoid overselling Listen to the prospect. Do not oversell or one may likely convince the pros- pect out of the sale. Here are some ways to avoid overselling: Avoid the fear of rejection mindset Some salespeople cannot take the prospect away from the stage of sales presentation to the closing largely because of the fear of the prospect saying no. It is important that a salesperson must have healthy self-esteem and believe the prospect will buy. Do not confuse the prospect with unnecessary details Avoid information overload. Recognize that the prospect does not need to have an overfow of stock knowledge about the product or service before a decision can be made. Identify the prospects needs and focus on how the product or service appropriately matches her need. Give the prospect breathing space and period of silence Provide the customer sufcient time to think and process information before the close. Use the sales close, Have you sold yourself yetor should I continue to tell you more? Close the sale when you receive a positive reply to the question. Continue to present and try the close once again afer an initial negative reply. Principle eleven: go all or nothing Tis means that a salesperson must stack the cards in favor making sales closes within the frst sales presentation versus closing during callbacks. Tere is a greater chance to close a sale at frst presentation. Do not let the prospect join the callback club A callback club is a non-exclusive club of prospects who say that they will callback afer thinking it over. A good salesperson does not give the pros- pect a chance to join the callback club otherwise he faces disappointment of a possible lost sale. Understand the law of diminishing return Te frst presentation is always the best opportunity to close the sale because the facts and the momentum are present. Tis is also the best time the prospect feels the strongest need for the product or service. Te greater the lapse of time, the less chances of closing the sale. Te prospect then cools of. Use the line, I am sorry but I do not make callbacks Tis emphasizes that the best time to make the buying decision is during the frst presentation. Go for the big orders Sometimes small orders are impractical. It is best to generate orders large enough to make the work worthwhile. Create the scenario for big orders. For example, Ill book you for one economy class ticket, Phil. Now, what auto rental company do you prefer? Which lodging would you like to stay at ? No single prospect can make or break a salesperson Bearing this in mind helps the salesperson put pressure on prospects with- out fear of losing the sale. Keep the best interest of the customer in mind High-pressure selling techniques are not bad when they do not unsettle prospects but instead help them to make up their mind. Principle twelve: prevent buyers remorse Tere are cases when afer the sales close, prospects feel that they have made an impulse purchase or they may have been duped into a buying situation. Prevent the buyer from moving into this stage, enough for the customer to cancel the order. Remember a canceled order is not a sale. Heres how to keep buyers remorse in check: Page 6 Create an environment where a group of buyers needs to make an offer to acquire the desired product. Page 7 Pull Quote. Say thank you A courteous thank you must be automatic with every sale. Make the cus- tomer understand that he or she made a good buying decision. Say congratulations For example, You made an excellent decision. Congratulations. Use the line You are lucky Address this statement to the person or family accompanying the buyer. Do not take the money and run Do not head for the door afer the order has been placed. Show the buyer that only his best interest is in mind. Sell ones self again afer the sales. Tis reduces customers chance to go into buyer remorse. Moreover, a salesper- son generates referrals in the process. Get the customer involved immediately Make sure the customer takes immediate possession of the product or service. Quick follow-up Keep in constant touch with the customer. Phone them or when possible stop in to see them a day or two later. Check why the prospect bought from you Listen to the client as he states the reasons why. Tis process helps elimi- nate buyer remorse, afrms client belief in the salesperson and provides the seller with more insights to efective selling. Principle thirteen: selling does not end after the sale, it is only the beginning Outstanding sales service must not be a whim, restricted to a limited num- ber of people. Successful salespeople are committed to providing outstanding sales service to customers. Represent a company committed to serving customers. Give the customers so much service that they will feel guilty thinking about doing business with somebody else. Keep in contact with customers, building solid relationships in the process. Always be prepared when facing the customer. Summaries are used in partnership with BusinessSummaries.com. All rights reserved.