Approach-Close Dialogue Example

Minolta Selling Script

APPROACH

Seller:“Hi Chris, I’m Abby Crisman from Minolta, we spoke on the phone earlier.”

Buyer:“Yes, hi Abby, what can I do for you?”

Seller:“Over the phone you told me you’ve been having some trouble with your copier, is that true?”

Buyer:“Well, yes. We’ve been having trouble with our current copier, the Futrell 2000, and I’ve asked for some bids from other vendors because I’d like to replace it. The problem is, all the bids have been a little too high, so I’m considering just buying another Futrell instead.”

Seller: “I came here today because I can offer you a copier that would bring you more value (benefit) and better quality (benefit) than the Futrell 2000. Not only does it produce a higher quality copy (benefit) at a lower per copy toner cost (benefit), it lets you increase your productivity (benefit) and lower your service costs (benefit) (summary of benefits approach).

Buyer:“Wow, that sounds good.”

PRESENTATION

PRODUCT SELL Sequence is inserted here

MARKETING PLAN Sequence is inserted here

BUSINESS PLAN Sequence is inserted here

CLOSE (Must include two different types of close techniques and each is labeled)

Seller:“Great, I’m glad you agree with me. Let’s review the reasons that this would be a great investment for you.”

Buyer:“Sure, that’d be fine.”

Seller:“Well we first talked about the functional benefits of the Minolta copier itself. Because of its advanced features, it is a high quality (benefit) copier that provides greater productivity (benefit) at a lower cost than the competition (benefit). As for the Minolta Corporation, we are dedicated to helping you out with this product throughout its entire lifespan. The training and service that we provide will save your business time and money (benefit). And finally, I showed you the cost comparison between the Minolta and the Futrell. As you saw for yourself, the numbers spoke for themselves. Minolta is the better financial investment in the long-run (benefit)(summary of benefits close). How does that sound so far (trial close)?”

Buyer: “It sounds pretty good to me.”

Seller: “Now, we agreed that one copier is what you’ll need to get Travel Xpress through the next five years or so. Would Tuesday or Wednesday be a better day for your delivery (alternative close)?”

Buyer:“There’s no need to rush. It’s going to take us a while to learn to use it properly, so let’s wait to order until I get a new full-time worker started so we can all learn how to use the copier at the same time (stalling objection).”

Seller:“I understand how you feel about that. Several of our customers with high levels of employee turnover have felt the same way. What they have found, though, is that our initial training (feature) and ongoing customer support (feature) help to quickly make new employees productive (benefit) in using the Minolta copier (Feel-Felt-Found objection handling technique).”Wouldn’t you like to start saving money (benefit) on your copying expenses as soon as possible (trial close)?”

Buyer:“Yes, I would. I guess Wednesday would be best (overcame objection).”

Seller:“Ok, great. I will be in touch with you first thing tomorrow and let you know the exact arrangements of the delivery.”

Buyer:“Great, I’ll talk to you then.”

Seller:(Shaking hands) “Thanks so much for your time, Chris. I will talk to you tomorrow for sure.”

Buyer:“Thanks for coming by, Abby.”

NOTE: this script has only one close. You are required to have at least two closes and thus need to develop a multiple-closing sequence.

  • Check the script against the “Buyer-Seller Script Dialogue” handed out in class. You are responsible for adding materials such as the second close. You may add materials to the script as long as the information is reasonable. You may have ‘imaginary’ visuals, such as a photo of your copy or something for use with your demonstration.

IF YOU DO NOT SELL PROSPECT

Create an ‘Exit Script’ around the following guidelines:

  1. Don’t give up. As you are collecting your stuff, say something like:
  • “Mr./Mrs. Prospect, would you do one thing for your company?”
  • “Look over…” describe material you are leaving.
  • “Please call if you feel (your product) will fill your needs. I feel it will!”
  1. Stand up.
  2. Shake hands—look’em in the eyes and smile.
  3. Be positive, enthusiastic! Say something like:
  • “Thank you very much for your time,” and/or
  • “I really enjoyed visiting with you.”
  1. In leaving, act as a professional.
  • Do not take it personally.
  • Remember the prospect lost out, not you.
  1. You leave the door open by:
  • Knowing your product,
  • Being friendly after a “no sale.”
  1. If still a prospect, you will be back.
  2. You are there to unselfishly help the person and his/her company. If you feel your product is needed by the prospect, you would follow-up with a telephone call a few days later. A letter might follow the telephone call.