Part 3: A guide to customer relationship management: The art of opening and closing a sale

Tutorial 3

STEPS 5 to 6

“Staff = Overhead, Customers = Profit”

This tutorial is part of a three part series which will assist you in ensuring that your customers are at the heart of your business operations, whether you are selling face to face or online. Tutorial 2 and 3 will outline a range of invaluable techniques in ‘The 6 steps to successful selling’.

STEP 5: Experimental Closing:

The objective of this step is to evaluate the customer's interest in the items demonstrated and to sell additional add-on items, known as link selling. This should be done following the demonstration of the products, which is the time the customer is most likely to decide on a purchase. For example:

(a) “How about' (b)a lipstick (c) that matches (d)the eyeshadow (e)you are going to wear to the office?”

• (a) “How about”: is the best way of beginning the experimental closure as it is not aggressive;
• (b) 'a lipstick': The additional item you are trying to add-on.
• (c) 'that matches': The benefit, makes the additional item more desirable.
• (d) 'the eyeshadow': The must have, the reason the customer needs the additional item.
• (e) 'You/Your': referring to the main item, gives the customer the feeling they already own it.

There are 3 possible outcomes!:

1. The customer takes main item and additional items: Proceed with payment.

2. The customer takes the main item only: Good! Don't try to counter objections, Proceed with payment.

3. The customer objects to main item: You must eliminate the obstacle in the customer's mind:

You must listen carefully and fully understand what the customer is telling you.

ASK: “Is it the price of this item that is too high (value) or is it above the price range/budget you were planning to spend today?

• If the objection is price: introduce a new attribute/benefit/attraction to heighten the value.
• If the objection is budget: then find similar items in the price range given. IF YOU REALLY ARE HAVING NO JOY, DON'T CONTINUE TO PUSH THE SALE:

Show the customer you are on their side:

Customer:“I want to see other shops first”, you can reply “Of course, I understand you want to try the fragrances at other counters – its an important buy.”　

STEP 6: Closing the Sale:

You must choose the most appropriate closing technique: Ask questions that assume a positive reply:

• “Will you be taking the matt or mettalic eyeshadow, (to go with your lipstick)?
• “Will you be taking the Cashmere or the Lambswool?
• “Will you be paying in cash or with a card?”
• “Would you like to take a travel size tube?

Closure through the influence of a 3^rd party: Many people like to know that they are not the first to buy an item, so talk about previous customers, especially in your online product descriptions :

• “That sweater is gorgeous, it's so popular! One of our customers even came back to buy another two for her brothers!”
• End on a reassuring positive note : “Thank you very much. I think you made an excellent choice. Please come back soon to tell us how your holiday went."

Whether you are marketing products or services to consumers or retailers, always remain close to your clients needs and wants by creating solutions!

I hope you found all the tutorials in this series helpful. Please feel free to share with your friends and colleagues, give feedback and ask questions on the subject.