This is an excerpt from our home improvement industry renowned presentation on home improvement selling skills.

1. Advanced Closing Skills
www.daveyoho.com
703 591 2490
Entire contents are copyrighted by ©Dave Yoho Associates

2. Goals
Shorten sales cycle
Close m ore
Build Value
Close m at better prices
ore
Avoid cancellation or rescission
Improve custom satisfaction
er
Improve professional selling skills

3. OBJECTIVE OVERVIEW OF
FACE-TO-FACE SELLING
Prospects most frequently purchase products/
services based on
the following PERCEPTIONS:
Credibility of salesperson
Rapport with salesperson
Consideration of their (the prospect's) value system
Unique quality product/service tailored to their needs
Product/service is superior to most other options
Value equal to or exceeds price
Ease, simplicity of purchase
The seller is a knowledgeable specialist

4. Psychology of CLOSING
Need
We focus on developing need by persuading our prospects that they have problems with their
current conditions. The more need (problems) we expose: the desire of want will increase to
solve the problems. When you are unsuccessful in persuading your prospect that they have
significant need they will not buy from you… regardless of price!
Solution
We persuade our prospects that our company, products, installation, warranty, post installation
service and most importantly you, are the best solution to solve their problems and satisfy their
needs. When you are unsuccessful at persuading your prospect that you provide their best
solution, they will not buy from you… regardless of price!
Urgency
Urgency is automatically created when the content of the Solution matches the needs of the
prospect . We persuade our prospects to place their order at the conclusion of the presentation. If
you are unsuccessful in creating urgency by tailoring your presentation towards the prospects
needs and providing them with the only solution, they will not buy from you… regardless of price!

5. Selling “The Science”
Procrastination Objection Co-communication Sale
SALES and
appropriate Isolate and If I can will you?
close to convert Solve
Think, Shop, Money, Cost, When, How Yes
Sleep, etc. Payment Soon, Etc.

6. THE SALES SYSTEM
PREPARATION
APPROACH
RAPPORT
WALK AROUND
(NEEDS ASSESSMENT)
COMPANY STORY
PRODUCT PRESENTATION
NO PRICE RESISTANCE PRESENTING THE PRICE PRICE RESISTANCE
TRIAL CLOSE TOTAL OFFER CONCEPT
CLOSE CLOSE
AFFIRMATION
BUTTON UP

7. Selling Yourself
Greeting (script)
 Properly Affirm
Opening Statement (script)
 Appreciation/ Question/ Control
Value of the Visit (script)
 Sets the Stage
Survey (script/transition)
 Validates
 Discovers Values

8. PROXEMICS
Keep the prospect to your right whenever possible
Avoid placing anything on their desk (table) without permission
Avoid authoritarian/ confrontational pos itioning (Fig . 1) --
Atte mpt to pos ition w ith pros pe ct (P) at de s k to the rig ht of
the s ale s pe rs on.

9. REMOVING THE BLOCKS TO
MORE PROFESSIONAL SELLING
Arouse -- Affirm
A Motivation (Motive-Action)
Left vs. Right Brain Reactions
Asking Questions
C Learning to Listen
Delayed Response
Answering Questions With Questions
I Layering
Information (Data Bank)
Analyzing Information
D Determining How To Use It
Auto Motivation

10. Uncovering “more” of the
customers value system!
What will they base their decision on?
How will they go about gathering this
information?
Determine buying clues
Write it Down, Feed it back– build more rapport
Obtain Permission to ask for their business
Transition to Company

11. Sell Your Company (What are the Components?)
Create Desire for Solution- How are you different
Show unique qualities of your company (script)
Embedded Commands
Post Negative Suggestion
3rd Party Layering– Tie Downs (script)
Obtain Company Commitment (script)

12. YES/NO
Permission to say Yes or No (script)
– Only 3 things happen
– Justify it
– Lower the Wall of Resistance
Transition to Product (script)
Go get your Samples
– Head Check (you and them)

13. Sell Your Product
Present All The Options
Consultive Selling
Price Condition
Eliminate the “perceived” Alternatives
– If they Say it – they believe it

14. Avoid “Value Judging” Statements
I like This…
I think this is a great color
My favorite thing is…
These statements mean nothing to the
customer and are your hot buttons… not
theirs!

15. Sell Your Product
 Present the Exclusives
 Tie your exclusives to their needs
Build Value-incrementally
Set up the TOC
Gain the Product Commitment (script)

16. PROSPECT’S PRICE/VALUE
PERCEPTION
NO YE S
Unfavorable NEED x DESIRE Favorable
COST
= =
need x desire Decision cost Decision

17. ELEMENTS WHICH REDUCE THE
NUMBER AND STYLE OF OBJECTIONS
ELEMENT PURPOS E
R.E.P. method/P.R.E. principle Reduces price resistance
Benefit-selling Relates features and advantages
of product or service to
their needs
Structured methodology Avoids confusion,
increases understanding
Company story and product Speeds up prospect's &
(service) - visuals customer's perception rate

18. Build Value with a System
Present “options” with advantages and disadvantages
 Present Alternatives - - Educate – continue to build trust
 Price Condition- - Creates a price impression
 Eliminate the option - - Let the customer eliminate
 Present The Product in third party, followed by a question
followed by an embedded command, price condition, gain
commitment
 Example: All of my customers tell me that when they
replace their windows they’ll only invest in windows that
have a warm edge spacer system, knowing what you know
now what would you do? Because of your decision to
replace with a warm edge window you will enjoy your new
windows for a lifetime!

19. Price Condition; Gaining Commitments
Get the little yes’s needed through Layering
 Comparing (your product) to the other products available, which
one do you think will last longer?
 Can you appreciate why more and more families today are
choosing (your product) over any thing else?
 Does it stand to reason that (your product) might cost more than
the others?
 Would you Invest a little more to have this product over the
others?
This technique allows you to build value incrementally…
caution, Do not over use!

20. Selling Your Price
Reconfirm Your Commitments
Remind them of their Standards
Isolate Price
Reaffirm Selections
– Co Communication
– Tie Down Selection
– Walk the job again

21. Selling your Price
Maintain Rapport
S.A.L.E.S. Closing System
Complete the steps
Sequence of Events
Warm Down
Gather Referrals

22. Closing Steps
Write the order
Quote the price
Listen to Response
Affirm and Ask for clarification
Isolate
TOC
Get value Commitment

23. Closing Steps (cont)
Re Present the Permission Statement
Incentive Close
Support For Incentive
Negotiate
Signature
Button Up

24. What Is an Objection?
Handling Objections
– Don’t Argue
– Don’t Attack
– Lead them to overcome
S.A.L.E.S. (Closing System)
S________ A________ L________E_______ S________
Walk them through the “Normal” process

25. Selling “The Science”
Excuse Objection Question Sale
SALES and
appropriate Isolate and If I can will you?
close to convert Solve
Think, Shop, Money, Cost, When, How Yes
Sleep, etc. Payment Soon, Etc.

26. Handling Objections
Present the List Price
– Cost vs. Value
 (value building- price conditioning)
– Alternate Choice
Listen and Handle (Silence) (Affirm) (Layer)
– 4-6 second pause
– Isolate method of payment
Isolate Objections (Eliminate)
– Other than that?

27. RIGHT - - - - LEFT BRAIN

28. Essential Closes (Solve)
Is it Isolator
Win-Win
TOC
Price Shopper
$43,000 decision
Option Close

29. Button Up
Paperwork
Sequence of Events
Value of my Word-Your Word
3rd Party

30. Referrals
Ask for them
Expect Them
Visit Completed Job
Distribute Door Hangers
The 20% Rule
– How much more are they worth?

31. Constant
And
Never-ending
Improvement
Apply this theory today!

32. CLOSED-END QUESTIONS
Is it the price that concerns you?
Are you looking for something less expensive?
Shall I come back later?
Is this the (model, size, etc.) you wanted?
Does this seem O.K.?
Can YOU make the decision?
Is this in the ball park?
Isn't this: beautiful - - great - - nice looking?

33. OPEN-END QUESTIONS
What price range did you have in mind?
Why do you: say that -- feel that way -- think that?
In what (model, size, etc.) are you interested?
What would need to exist to ... ?
What are the specific: parameters -- time limitations?
When would you anticipate making a decision?
When (how) will the decision be made?
Echolalia

34. OPTION QUESTIONS
Which do you prefer?
How else can we accomplish this?
Which of these will work the best?
Is one of these more appealing than the others?
Which part could we eliminate?

35. SWEAT QUESTIONS
When would that be?
When can I expect to hear from you?
Can you give me a yes or no?
Is there another issue (or hidden agenda)?
What can I do to: get an approval - - get this started?
- - One more thing - - or - - what would need to exist?

36. For More Information about Dave Yoho Associates
Please call or visit our web page:
703 591 2490 www.DaveYoho.com
To Comment on this Program or Speak to
Brian Smith directly call
757 285 4836 or visit:
www.BrianNSmith.com
Brian@BrianNSmith.com