Igniting Workplace Enthusiasm

Sales effectiveness

Achieving Customer Commitment

by Dale Carnegie

June 03, 2014
3
Comments
When customers procrastinate their purchase decisions, even after you have successfully resolved all objections, use a Value Summary to restate the value of your solution, create a sense of urgency, and overcome delayed decisions.
 

Building a Value Summary

Remind yourself of what your buyers want (primary interest) and why they want it (dominant buying motive), then do these three things:
 
1. Remind your buyers that they are currently missing out on the benefit your solution can provide and get their agreement. Describe how your solution appeals to their dominant buying motive.
2. Remind your buyers that your solution will satisfy that need.
3. Paint a "word picture" of your buyers using your solution, enjoying it, and benefiting from it.
 

Guidelines for Value Summaries

• Be clear and concise
• Describe in the present tense
• Link your solution directly to the buyer's dominant buying motive
• Be believable and realistic
• Show examples of the buyer benefiting from your solution
• Appeal to the buyer's senses - sight, sound, touch, taste, and smell
 

Asking for Commitment

After you have presented your Value Summary, be ready to ask for a commitment - the "close." Consider the following methods:
 

Direction Question:

Often the best way to gain a buyer's commitment is to ask for it. Ask a direct question that calls for a decision.
"Are you ready to go ahead with this decision?"
 

Alternate Choice Method:

Ask the buyer to select one of two options.
"Would you like the K80 with the standard stock, or would you prefer to choose from our specialty line?"

 

Minor Point Method:

Ask the buyer to make a minor decision that indicates that the larger buying decision has already been made.
 
"In whose name should this title be drawn?"
 

Next Step Method:

Assume that the buyer has already committed and look ahead to the next step.
"When would you like for me to schedule the installation?"
 

Opportunity Method:

Present the buyer with a brief window of opportunity when options are available. This can be an effective method to use with a buyer who is ready to buy, but who is procrastinating the final decision.
"You know that our prices increase on September 1st. I know that you'd want to take advantage of these lower prices now, right?"
 

Weighing Method:

If the buyer still has second thoughts about making the purchase, show him or her how the return on investment outweighs the cost.
"Let's do what many people do when making a major decision. Let's weigh the ideas causing you to hesitate and the value you'll realize from going ahead."
 
 

Post a comment (3 posted)

  1. Kups /

    Thank you for writing this reivew and thank you for creating this blog. Honestly, there is so much garbage out there and so many bogus reivews out there for the Ex2 System that it's friggin ridiculous! You gave me pretty much what I was looking for. It's just so confusing trying to figure out what's going on inside her mind and it's driving me nuts! I just want to get her back and move on with my life instead of all of this flippin drama and trying to be nice just isn't working. What Matt Huston's book has gots makes sense. So, thanks for the honest Ex2 System reivew and I'll let you know how things turn out!

  2. Mars /

    There was a lady on there that said she got an FHA with a score below 600. FHA does not look at your credit score. They look at your repotrs like all other mortgage companies. When you pay something off on your credit report the score will not reflect it. BUT.. mortgage lendenders will see the items as PAID and act accordingly. She had cleaned up her credit repotrs paid everything off and got a pay on delete on a medical bill. She had also paid in full all her current credit card debts, and had car loan paid off. The FICO is based on history so once you pay off itemes the score improves very slowly. Take care of what's in your repotrs make sure everything is paid and try to get a down payment together. New credit reduces the score for the first 6 months (6 payments reported). That car payment will directly reduce the amount of your monthly mortgage payment you will qualify for. Google how much house can I afford . Google FHA loan calculator Google closing costs calculator Google wikipedia PMI. You'll pay PMI if you don't put 20% down. / http://ddiudlvaqrh.com [url=http://ygbwfh.com]ygbwfh[/url] [link=http://lpxscfqep.com]lpxscfqep[/link]

  3. Sharon /

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