Magazine for the professional tire industry
Issue link: https://mtd.epubxp.com/i/148910
Counter intelligence Te art of closing the sale: the last time, until the next time Wrapping up the new-school ABCs of selling W e have been looking at the ABCs of time before the next time. You are both closing selling, the old-school approach of the sale for this time and opening the door to Always Be Closing, and the newthe sale for the next time. school approach of Align, Balance and Closure. People buy products and remember experiI like the sound of Always Be Closing; it has a ences. We have all been to a restaurant when the rhythm to it, a sense of control. initial experience is less than satisfactory, and the Well, as we all know, control has shifed toward server or manager intervenes at the end of the the consumer; the impact of the Internet is felt meal to, in efect, put a smile back on our face. everywhere, especially the retail sales counter. At the start, it may have been less than ideal, but Consumers have more information, more questions, By Wayne Williams you are likely to return; they are, in efect, closing and a more challenging set of expectations. Te the door on the negative experience and opening old-school approach of Always Be Closing is a much less the door for future positive experiences. efective method of dealing with customers today. Over the I'd like to introduce the concept of closure curation. A last few months, we have looked at (A) Aligning our thinking curator at a museum is the person responsible for seting with the customer, and (B) Balancing their expectations the environment inside the museum so your visit will be with our shop's capabilities. Tis interesting, informative, enjoyable, etc. Te defnition month we will discuss closure/ of a curator is one who cares, who takes care of, and the cash-out and the concept of term "closure" is the act of closing, bringing to an end or closure curation. conclusion. My idea is that a closure curator is one who Te last transaction in any efectively, efciently and dynamically closes the curproduct or service sale is critical rent transaction while opening the possibility of future to the customer's experience transactions. and overall satisfaction. During Keep this thought in mind: Customers need their tire my initial retail training at the and service work performed, but their greater need is counter, I remember trying to fnding someone whom they can trust to not only sell the cash-out customers at the end products, but deliver a positive experience. When you do of the day without preparing the this, a relationship is developed and strengthened, and you ticket for cash-out. Customers always want that relationship to close on a positive note. became very annoyed with One way to test a customer's trust and satisfaction me while I was adding and is to ask a few questions at the closing transaction. For re-adding the ticket (before example: "Would you like to receive reminders or special computers) to make sure it ofers occasionally by email?" or, "May we have your email was accurate. Customer afer address?" or, "Would you like to receive a free oil change customer walked out upset. on your birthday?" My store manager then taught If we have followed the new-school ABCs, if we were me how to prepare the ticket/ able to align our thinking with the customer's, and align the invoice in advance for smooth customer's thinking with ours, if we were able to balance closure to the sale. Back then it was ofen cash, check or expectations and share information while listening and charge, a signature, and a "thank you" with a smile. validating our shared research, concerns and experiences, Today more than ever we must dot the i's and cross the then the closure is a great time to bring the sale to a successt's, but the same principle applies; the customer must walk ful conclusion and open the door to future opportunities. out satisfed. It's our job to ensure that the last contact/ Today, everybody has access to information. Tose who transaction is both pleasant and satisfying. Tis is the last practice "counter intelligence," the ABCs, know how to chance we have to leave a good impression. turn information interactions into trusted transactions. It's nice to be nice! ■ Not every sale goes smoothly, not all vehicles are ready when promised, the final price might be higher than expected, etc. We must do our best to make it right before Wayne Williams is president of ExSell Marketing Inc., a they leave. I can't emphasize this enough. "counter intelligence" frm based in La Habra, Calif. He can Tink about my next point for a minute: Tis is the last be reached at exsellmkting@gmail.com. 70 MTD August 2013