...ideas originally found in my book, Guaranteed Retailing and presented here, no strings attached.

We're covering the basics - the Selling Fundamentals - before we dig deeper.

We've gone over The Prospect & The Seller, The Product, and The Preparation. I summarized The Approach, The Timing, and The Target into one post for quick reading. Now we have The Presentation and The Close.

#8. The Presentation.
The presentation is the part of the selling process where you communicate your message to the prospect. Give him the entire message. Different benefits appeal to different people which is to say that the motivation to buy varies. Focus on benefits, not features. Use endorsements and testimonials. If your company has sold 5 million units, say so. Few things are so persuasive as market approval. If your product has WOW - head-turning, attention getting, nothing like you’ve ever seen before appeal - show it off.

Address objections during the presentation. If you sell space heaters and the press constantly questions the safety of space heaters, during your initial presentation, point out features that make your product safe. “That’s why this is the safest, best-selling brand in the industry.” Of course, you can make such claims only if they are true.

The presentation is what retail selling is all about. Enjoy it.

#9. The Close
The part of the presentation where you ask the prospect to buy is called "the close." It can happen at the beginning, in the middle or at the end of your presentation. The close can, and should happen more than once (people rarely buy at the first close).

Amateurs hate the close. They fear it with such dread that more than half of all sales calls end without the prospect ever asking the prospect to buy. Why? No other part of the entire sales process allows the seller to be turned down. Rejected. Denied. Told, “No.”

Master sellers always ask and keep asking. They know that every other part of the selling process takes time and costs money. This part, the close, is the only part that has any chance whatsoever of generating income, buying groceries, putting gas in the car, educating the children, buying heating oil.

If there is no close, you’re out of business. The customer will never experience the benefits your product could provide. The needs that your product or service could have remedied will go unmet and the income that could enable you to care for your family will never be realized.

Learn to love to close. Put yourself on the spot. When you first go into your prospect give him and outline, a preview of coming attractions.

“Joe, I have some understanding of the value of your time, so I’ll be brief. I am here today to accomplish three things. First, there is a problem with the tap water in this area that could affect you and your family’s health and I want you to know about it. Second, I’m going to show you how you can deal with these problems effectively and affordably. And finally, when I’ve given you enough information to make an intelligent decision, I’m going to ask you put this innovative solution to work in your home risk-free. If you’re ready, let’s get started.”

By telling Joe right up front that you’re going to ask him to make a decision later, you will. You’re committed. He will appreciate knowing the agenda in advance. You will benefit by making public your commitment to ask for the sale.