1-2 pages summary about the reading - Essay Example

Full 17 October "Secrets of Closing Sales” by Charles B. Roth and Roy Alexander A Summary Its well known that the top 20 percent of salesmen or saleswomen close the bigger share of sales. In this book, the authors say the salesperson that cannot go out and decide for the customers or surmount their reasons for not buying is not a seller at all. The book goes on to say if one cannot close, one cannot sell but there are no born closers and closing can be learned. To equip sales people to close the deal, the authors in this book have come up with explicit and concrete closing techniques.

The book begins with 16 time-tested closing keys which work for both products and services, The Beyond Any Doubt Close, The Little Question Close, The Do Something Close, The Coming Event Close, The Third Party Endorsement Close, The Something for Nothing Close, The Ask and Get Close, The Choice Close, The Appeal to Pride Close, The Future Dating Close, The Colombo Close, The Summarize Plus Points Close, The Pros and Cons Close, The Logic Close, The Whispering Close, and The Silent Close. These keys have covered almost all possible types of buyer situations and the ways to handle them.

Further the book discusses in detail the different types of buyers and list nine types of customers such as, The Tribalistic Customer, The Egocentric Buyer, Conformist Buyers, Manipulative Buyers, The Sociocentric Buyer, The Existential Buyer, The Dedicated Delayer, Mr. White Hat, and The Greedy Customer. The combination of information with respect to various closing situation and the psychology of customers gives an insight to the reader on how to close the deal. Next are the practical examples of seven master closers on techniques they employ to close deals and goes on to discuss how the Master closers, like actors, use standard techniques again and again until they become part of their personality.

These techniques involved getting into the prospects shoes; emotion-based closing that depends on the closer and not on the fame of the product; how ethnic side of the customers experience translates into closing a sale, and selling the financial benefits rather than a product. Besides explaining in detail about various situations that a salesperson might face the book also mentions certain basic requirements to be an effective salesperson. These include the ability to speak clearly, confidently, persuasively.

These are considered the fundamental tools of any good salesperson and apply in any selling interaction. Being thoroughly prepared is also one of the major prerequisite of closing a sale. Finally, the key to a successful close is practice and salespeople who can match need and solution and balance the constantly changing tastes of todays fussy customer will be more successful than their peers. Additional points worth mentioning are the psychological fears that may mar a salesperson’s closing a deal.

The book mentions three kinds of fears and the ways to tame them, such as fear of being outnumbered, fear of being put on trial and cross-examined and the third fear of not getting feedback. Because of the precise and crisp information provided in the book, it makes a very good and effective read for any person involved in sales. Works Cited Roth, C. B., and R. Alexander. Secrets of Closing Sales. 6th ed. Upper Saddle River, New Jersey: Prentice Hall, 1997. Print.