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Sales must know: closing skills in key account sales

Click times: 2448 release time: October 11, 2018 11:14:35
After all, it is different from FMCG in that some processes are also more complicated. In sales, we all know that the quality of the opening remarks will affect the subsequent work to a certain extent. Then, the closing remarks are the same. A good closing speech also adds color and points for us. The key to business success is the correct use of closing techniques in the commitment acceptance phase. In general, there are many techniques, such as:

(1) hypothetical ending. Such as "where do you want the goods to go, a or B?"

(2) selective closing. Such as "do you think it is better to deliver goods on Tuesday or Thursday?"

(3) you are welcome. If you can't decide immediately, I have to introduce it to others

(4) ultimatum type closing remarks. If you don't buy it now, the price will go up next week

(5) blank order type closing ceremony. Such as "making delivery orders for customers without permission"

After tracking and studying a large number of sales cases, spin found that this skill is very effective for small businesses and small orders, but it is quite dangerous for large businesses. If you are engaged in key account sales (e.g. industrial products sales), you are in contact with experienced professional purchasers, and you need to establish long-term cooperation with customers. Closing skills will reduce your work efficiency and greatly reduce your chances of success.



The reason is: the purpose of the closing ceremony is to find ways to make the customer in a situation that must be selected. No matter whether the customer chooses a or B, the transaction is successful. This kind of pressure on the customer is effective for small business and small decisions, but it has negative and negative impact on big customers, big business and big decisions that are not decided by one person. Spin's conclusion is that the bigger the business, the less effective the closing techniques are; the more savvy customers are, the more disgusted they are about using closing techniques.

Consider the following example:

Salesman: Mr. Zhang, do you know how suitable our products are for you, can you sign here

Manager Zhang: wait a minute. I haven't made a final decision yet

Salesman: Manager Zhang, our equipment can improve the efficiency of your production line, and the price is very favorable. If you decide now, you... (hypothetical closing)

Manager Zhang: (obviously displeased) I don't want to buy at the moment and I won't make any decision this week

Salesman: This product is very popular. If you wait until next week, you may not have it

Manager Zhang: (very impatient) I'm willing to take the risk

Salesman: do you enjoy 2% discount for full payment or 50% payment in advance (optional closing)

Manager Zhang: (angry) I'm going to kick you out of my office

So, what is the successful closing of key account sales?

First, the key to setting the right goal is to aim at progress rather than temporary interruption.

In a simple business, there are only two results: a successful commitment is an order; not getting an order is a failure. But it has four results in big account sales

1) order; customer's positive purchase decision -- success

2) progress; drive business towards success - success.

Typical developments can include:

The customer agreed to attend a product demonstration

Let you meet a higher level decision maker

③ Visit the factory

You are invited to participate in the bidding

3) temporary interruption: there is no specific action to make business progress - failure.

Typical customers can be said to have:

We are very interested. We'll talk about it next time

We will contact you if we want to know more about the situation

The product is good. I will recommend it to the general manager

4) no deal: the client clearly refuses, including refusing the next visit or refusing to see a higher level decision maker - failure.

It should be noted that only less than 10% of key account sales calls end with orders or no transactions, while the other 90% end with progress and temporary interruption. In spin's research, it is unfair to include temporary interruption in the category of failure. After all, customers have said some positive words, such as "we are very interested" and "your product is really good". However, from an experienced salesman's point of view, his client's subtext is "I'm not interested, you can go, I don't want to see you";

The key point is that each visit can promote the business development in the direction of success, that is, progress. In the research of spin, progress is included in the category of success, and progress is regarded as the goal of the visit and commitment acceptance stage. Key account sales are measured by actions rather than words. The key to goals is progress (how to get a specific action and progress), rather than a temporary interruption (such as general goals such as "gathering customer information" and "building good relationships").

Second, get commitment - four successful actions

1) pay attention to the ability of investigation and verification: spin thinks that it is not necessary to regard the closing ceremony as the most important part of the whole sales talk in the big business sales, and the successful salesmen mainly focus on the investigation stage, and the most important problems are the background problems, difficult problems, suggestive problems and demand benefit problems. As a result of asking questions, customers gradually realize that they need to buy your product urgently, and you don't have to use closing techniques for a customer who wants to buy it.

2) check whether the key points have been stated: in big business, the product and customer's demand seem to be quite complex, so there is possibility of confusion and doubt in the customer's mind when making a commitment. The most effective way to obtain the customer's commitment is to ask the customer if there are any deeper problems or other problems. And to answer and avoid the doubts and concerns of customers with closing skills is bound to cause customer disgust

3) summary of interests: summarize the key points, especially the summary of interest points. Before approaching the commitment, summarize the key points to make a train of thought for customers.

4) propose a commitment: in the sales of large customers, the order is not the key point. In most cases, it is how to get a specific action and progress, and the most effective way to make the sales talks successful is to suggest the next action content to the customers, so as to make the business move forward.
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