Commit to the Sale
Learning Objectives
After completing this unit, you’ll be able to:
- Develop a Word Picture to appeal to your customer’s motives.
- Apply the types of Commitment Methods to gain commitment to your solution.
Paint the Picture
As you enter the Commit phase of the Sales Model, focus on the Dale Carnegie Principle: “Get the other person saying ‘yes, yes’ immediately.” You need to be sure that you are appealing to the customer’s emotions and asking confidently for the sale using a method that fits the situation.
What can you do to get the customer saying “yes, yes" immediately? You can create a positive reaction by painting a Word Picture.
Word Pictures remind yourself what the customer wants (Should Be) and why they want it (Payout). They also activate strong emotions that create a sense of urgency, overcoming procrastination. You uncover these through questioning.
When creating your Word Pictures, do these four things.
- Remind your customer that they lack the benefit of your solution.
- Remind your customer that your solution will help them realize that benefit.
- Paint a Word Picture of your customer using your solution, enjoying it, and benefiting from it.
- Use a trial commitment.
Your word picture should:
- Show the customer benefiting from your solution.
- Appeal to their emotions.
- Be clear and concise.
- Be in the present tense.
- Be believable and realistic.
- Activate the senses—sight, sound, touch, taste, and smell.
- Appeal to their individual motive.
Let’s take a look at a possible Word Picture based on the sample Summary Statement from Unit 4 of this module.
Summary Statement
“Based on what you’ve told me, I'm confident we can reduce your manufacturing costs (Should Be). The safety features on our equipment are second to none, and your department will be recognized as a bottom-line contributor (Payout). Let’s take a look at some facts."
Word Picture
“Imagine you’re at an all-company event. Your CEO first announces your department and then announces you by name! She recognizes you as being one of top leaders in your organization given your significant contributions to the company's bottom line (Payout). You smile thinking to yourself that this has all been the result of your commitment to reduce your manufacturing costs. You know for certain that you made the right decision to work with us and take advantage of our top safety features. This is what you want to see happen in the future, correct?”
After you’ve painted your Word Picture and have them saying “yes, yes,” you’re ready to ask for the commitment.
Get the Commitment
Always end with a defined next step. Gaining commitment is the logical next step, but there is no magical turnkey solution to getting commitment.
Review the Commitment Methods listed below. Some of these can feel manipulative if the relationship is not well established. But if the relationship has been built successfully, asking for the purchase should be natural. Also, you don’t have to use all the methods listed here. Rather, choose one method to gain the customer’s commitment. Use a method that feels most conversational.
|
Method
|
Description
|
Example
|
|---|---|---|
| Direct Question Method | Often the best way to gain commitment is to ask for it. | “Are you ready to go ahead with this decision now?” |
| Alternate Choice Method | Ask the customer to select one of two options. | “Would you like one from the standard stock or from our specialty line?” |
| Minor Point Method | Call on the customer to make a minor decision that indicates the larger buying decision has been made. | “In whose name should this title be drawn?” |
| Next-Step Method | Assume the sale has been made and look past the commitment to the last actions that need to be taken. | “When would you like for me to schedule the installation?” |
| Opportunity Method |
Present the customer with a brief window of opportunity when options are available. |
“Just a reminder that our prices always increase in September. You will want to make sure to get the lower price, right?” |
| Weighing Method | If the customer still has second thoughts about making the purchase, show them how the return on investment outweighs the cost. | “Let's weigh the ideas causing you to hesitate and the value you'll realize from going ahead.” |
Two additional concepts, Handling Mistakes and Follow-Up, are covered in more detail in the Winning with Relationship Selling course.
Try It for Yourself
In the Resource section, we’ve provided you with the Word Picture Worksheet. Use this worksheet as you paint a picture of your customer using your solution, enjoying it, and benefiting from it.
In the final unit of the Relationship Selling Module, you review the phases of the Dale Carnegie Sales Model and dig a little deeper into how to use your relationships to get repeat business.