– express mail, UPS, or first class? Which:


Which color do you prefer – blue or brown?


What:


What payment plan do you like – monthly or quarterly installments?


Will you: Will you be paying cash or financing your purchase?


Where: Where should we send the order – to the main office or your ware- house?


APPEAL TO BOTH THE MIND AND HEART


Most customers buy because the pur- chase sounds right and feels right. Mix your benefit statements about con- crete factors (cost savings, production rates, increased efficiency) with ideals (reputation, employees’ morale, better health), thereby using positive emo- tions to reinforce the rational reasons for buying your product.


INDUCEMENT CLOSES Last Chance: Stress year-end tax advantages, coming price increases,


SELLING TIP Four Keys to Alignment


Here are four actionable steps to take to align sales and marketing toward a common purpose. 1. COMMUNICATE


Communication solves (or sometimes creates) most problems. Have marketers sit in on sales meetings at least once a month. Get feedback on what is working or not working. Have both sales and marketing report to the same person – not separate VPs of sales and marketing.


2. TRACK METRICS Know the quality and quantity of leads coming in. Have


marketing rate them from 1 to 5, then have sales rate them. Then it is up to top management to reconcile them. Know the close ratio and understand the formula that links the marketing funnel to the sales funnel.


3. COLLABORATE


Lots of marketers do not attend trade shows, observe sales calls, or sit in on demonstrations. Marketers should spend three days with resellers if your company has channel partners.


4. COMPENSATE There is an old saying that, if sales are down, the VP of sales is fired – and the VP of marketing creates another plan. Give marketers performance-based compensa- tion. In a large organization, you can give them 10 to 15 percent of compensation based on sales.


— SELLING POWER EDITORS SELLING POWER JULY 2016 | 7 © 2016 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


deadlines for special promotions, etc. Just be sure they are 100 per- cent true.


Similar Situation: Compare other companies that have purchased your product and are happy with it to those that didn’t buy and have lost profits as a result.


The Best Feature: On the way out, when the customer’s defenses are


down, bring up the “clincher” – that one last benefit or feature you’ve held in reserve.


Always ask for the business. That’s what you’ve spent your time – and your client’s time – to do. Just remember: If you don’t ask for the order, you haven’t earned the right to get it. 


THE CLOSING POSTER SERIES


VITAL KEYS TO SALES SUCCESS BY TOM HOPKINS


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