| In part 1 and 2 we looked at generating leads and | | | | making it happen, and both are very motivated to |
| converting interest into purchase decisions. Now it's | | | | sign the deal. Once I said I wanted to buy the Jeep, |
| time to seal the deal. Closing and delivery round out | | | | not only was I committed, but so was the sales |
| the four stages of the sales led business cycle. | | | | person. He knew that if I walked away at this point |
| Closing - Negotiating the Details and Signing the Deal | | | | it would be because of him, not because I had any |
| Closing is all about negotiating the details and agreeing | | | | remaining indecision. He had already started to imagine |
| to delivery and payment details. This happens after | | | | the commission cheque in his pocket and the things |
| the customer has seen the value and made a | | | | he would do with it. We both had a vested interest. |
| decision that they want to buy. Closing includes things | | | | We were both committed to coming to a suitable |
| like choosing the color, options and accessories, | | | | arrangement. We both had to give the other what |
| negotiating warranty, agreeing on the final purchase | | | | he wanted to get what we wanted. |
| price and discussing delivery options. As you read this | | | | Closing provides a powerful opportunity to add value |
| you are probably starting to see that it can be very | | | | to any sale to both the customer and the seller. It is |
| advantageous for a company to delay discussion of | | | | important to recognize it as a separate stage in the |
| these points until after the buying decision is made. | | | | sales process. |
| Right up to the point that we, as people, make a | | | | Delivery |
| mental decision to purchase something any little | | | | Delivery can be both the final stage and the first |
| problem can make us change our minds. Consider the | | | | stage from a sales perspective. On the one hand, |
| last time you bought a car. Did you pay a little more | | | | once the initial sale is made the hard part is over and |
| than you were planning to initially? I know I did. My | | | | you just need to tell the factory, or warehouse or |
| first brand new car was a Jeep. I wanted something | | | | service provider to go deliver the solution as agreed |
| under $20,000 and they were advertised as starting | | | | on. On the other hand, prompt professional delivery |
| from $17,500. So I went for a look. I drove a few | | | | of the solution can result in a very satisfied customer |
| different ones over the course of several weeks. I | | | | who will be ready to buy from you again the next |
| talked to the sales people and changed my mind a | | | | time they need a similar solution. A good delivery |
| few times because I saw a scratch, or didn't like the | | | | experience can get you a long way towards the |
| color. Then one day I was feeling good and went to | | | | next decision to buy. Conversely a bad delivery |
| drive another one. This one had some extra options | | | | experience can result in product returns and a virtual |
| and looked especially good. Some young women at | | | | guarantee that you will never get another sale from |
| the lot commented on how much they liked the Jeep | | | | that customer. |
| I was driving and I decided I was going to get one. I | | | | Effective sales led organizations pay special attention |
| made a mental decision to buy it. I started to imagine | | | | to the delivery stage. It is easy to think that the sale |
| taking it home. | | | | is over as soon as the contract is signed, but the |
| I imagined driving it around, and all the complements I | | | | best sales led organizations realize that this is merely |
| would continue to get from young women like the | | | | where the next sale begins and make sure every |
| ones at the car lot. I told the salesman who was | | | | opportunity is taken to satisfy the customer and |
| helping me that I wanted to get one and he | | | | make the next sale easier. |
| switched from converting to closing as we went | | | | The business cycle from the a sales perspective is |
| inside to discuss the details. The $17,500 model was | | | | three quarters about selling (leads, conversion, |
| not available. They had one for $19,000 but it didn't | | | | closing) and one quarter about the rest of the |
| have the chrome wheels or the back seat, or the | | | | business (delivery). This perspective of business |
| same stereo... The convertible top was extra, the | | | | expands the portion of the business that sales people |
| back seat was extra. To make a long story short I | | | | have direct impact on, and minimizes the visibility of |
| walked out of the dealership with a $24,000 jeep and | | | | activities they have little or no influence over. The |
| several optional extras. I would not have even looked | | | | sales perspective of business is very useful for |
| at a $24,000 jeep at the start, but after I had made | | | | training sales people on the major things they need |
| the decision to buy it the emotions took over and it | | | | to be doing to help the business and the customer. |
| was relatively easy to get me to agree to the new | | | | The sales perspective is also very useful in training |
| costs. I loved that Jeep. I never regretted the | | | | the rest of the business how important it is to |
| decision to buy it, or the decision to spend a little | | | | support their sales team. Without sales, there is no |
| more and get the options I wanted. | | | | business. |
| Closing is when both parties have committed to | | | | |