How to Close a Sale Day-6 Page-2

How to sell vinyl siding

You probably already know how to close a sale in your vertical sales market.

However in Sales Cross-Training we study different vertical sales industries to discover best practices within each industry.

By studying these sales tactics you can gain the tools to develop your skills and build your own sales strategy to become the best in your specific sales industry.

In this Sales Cross-Training example we will use the vinyl siding sales industry and dissect their closing process. First let’s understand their product, vinyl siding. It’s a tangible product, but people buy for very intangible reasons.

What are the reasons people buy vinyl siding? The tangible product is the vinyl siding itself. It looks good and protects the house. People really buy because of the intangibles like the increase in property value, never having to paint again, easier to sell the house and lower utility bills.

Understanding your product and why people buy will show you how to close. When presenting the product, the vinyl siding salesman will embellish the intangibles and look for the hot button by using the sales method of feature-advantage-benefit or FAB. Let’s set this example up as if the price has already been quoted and the salesman is beginning his FAB process.

The first vinyl siding how to close example is:

Salesman says: ”As you can see, our system uses a ( F ) feature ½ inch insulation with a UV reflective backing and is applied under the 20 mil vinyl siding. What this means to you is ( A ) advantage a full R-9 increase in insulation to keep your house warm in the winter and cool in the summer. This means that ( B ) benefit you will have lower utility bills, work your heating and cooling unit less and have a more comfortable home to live in. Can you see how this will save you money as well as increase your comfort?”

Client says: ”Yes I can.”

Do you see how the salesman used the FAB method? The sentences flowed from feature to advantage then to benefit. Using this method of communicating will allow the potential client to see the product in the way necessary to make the decision to buy.

Another closing example is:

Salesman says: ”Our vinyl siding product ( F ) feature has a lifetime transferable warranty. This means ( A ) advantage that when or if you decide to sell your home you can simply transfer the warranty to the new owner. This will ( B ) benefit increase the sales price of your home and make it easier to sell. Can you see how this may help you when you decide to sell your home?”

Client says: ”Yes I can.”

Also, the salesman follows up the FAB with a question that sums up the benefit and asks the client to agree or ”buy-in”.

The vinyl siding salesman will continue this process until one of the FABs hit home. Let’s say it was the transferable lifetime warranty. When this happens there will be a trial close.

Here is the 'how to close' (trial close) example:

Salesman says: ”To properly fill out the lifetime transferable warranty I will need the exact name as you put on the title of your home. How is that listed?

If the client answers, the sale is closed. At this point the salesman stops selling. With as little said as possible they move to document the sale.

Warning! If you keep selling you may, NO, WILL confuse the client and talk him out of buying.

Do you have a selling story to tell or have a great close experience you can share? Share it in our sales tales section. Read the sales stories others have shared at Sales Tales.

To continue with the structured course go from How to Close to Day-7.