Keeping The Sale Closed
During the close you have to be aware of two things: First, emotion closes the sale, and second, logic keeps it sold. However, your presentation may have stirred the dealer to want to buy the eval, or stock the
product, or even show additional interest, but he better be left with enough "logic" to convince him he should actually stamp the envelope and order the product, and recommend it once your gone. If he
ordered, and gave you a check, he also may get "buyers remorse," and decide he doesn't want the product. That is why we must also leave enough "logic" behind for him to resell himself.
In
addition to the materials your vendor supplies, you should also leave your dealer with an "Executive Summary." This summary contains a one to two paragraph product summary of each product, the vendor's
phone number, and any special offers, all summarized on one page. It should also have your phone number so the dealer can contact you for additional questions. The dealer summary is your final chance to ensure the
dealer remembers and acts on the products you showed.
This Must Happen to Succeed
Imagine how you feel when your manager calls one of your accounts and discovers that they don't even remember your product--let alone your product's key selling features. If a field rep leaves the store without
leaving an indelible remembrance of the key issues the company was paying for then the rep should not consider the account trained because he has not done his job!
After summarizing your demo, before packing
up, be sure to leave your executive summary and encourage the dealer to review it. You might even suggest that he temporarily use your review as a resource to answer customer questions concerning the products you
showed
Questions
- Emotion closes the sale and ___________ keeps it closed.
- An executive summary should contain at least three sections.
- How does a closing summary and executive summary help you sell more product?
- If a customer or vendor calls the dealer he can use your executive summary as a review and resource. True or False?
- EXERCISE: Create your own dealer executive summary letter. Make sure it includes all three sections.
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