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Suggestions on When to Close a Piano Sale
and Some Unique Suggestions
By VAUGHAN VAN CLEVE
said but she would not buy now. I
said "Mrs. Buyer, I am going io ask
you just one favor, will you be kind
enough to tell me just what it is that
est piano houses. The manager smiled
Argue from the Buyers Viewpoint
is holding you back?" "No" she said,
and said. "I don't know just what a
"I can't tell you because you will laugh
closer is. will you explain?"' "Well,"
Let us suppose that these things are
at me." I said. "I may not agree with
said the salesman. "When the other
all in order, then is the time to try for your reason, but I promise you that 1
salesmen can't close a deal, then I step
a close as the so called art of closing
will not laugh at you." She smilingly
in and close it. " Asked the manager.
is largely one of summing up what has
said, "My Daughter needs a lot of
"Did you ever close a deal where the
gone before, going over your former
dental work and she has such a fear
buyer did not want your piano?
sales talk and in proper order a^ain
of
the dentist that so far she has re-
"Mo." said the salesman, "I first made
offering all the logical arguments aj to fused to go and have it done, now.
them want it." "Then," said the man-
why it is reasonable to buy, why it is
however, she has promised to go and
ager. "You are a salesman rather than
the best thing to do, why your own
her Father has promised to buy her a
a closer."'
piano is the proper one to buy. That
grand
piano for so doing and she is
Strictly speaking. I do not think
is all there is to closing a sale, the
going
tomorrow,
sure to the dentist as
that there is any such thing as a so
going over again of arguments aheady
she
wants
the
piano
very much." I
called "Closer." I contend that if a sale
used, driving home the best and most
kept
a
straight
face
and
said. "Are you
is properly conducted, the right piano
needed buying motives and strengthen-
positive that she is going tomorrow?"
offered the buyer, if the price is right,
ing any weak points in your sales talk,
"Yes, positive," she replied. While I
(he trade-in allowance properly sold
using each and every argument from
dislike ever closing a deal subject to
and the desire to own the piano is
the buyers side of the fence. It is aca-
cancellation, in this case I did want to
stimulated enough, that the so called
demic, that if your buyer wants what
keep the deal away from competition
closing of the deal is automatic and
you have, if it is within their means
and any influence that might change
comes without effort. When the buyer
and everything is satisfactory, then the
the buyers mind, so I said, "As you are
stalls and will not close, then some-
close is a natural consequence and no that positive of the situation, we will
thing is wrong and the sale is not going
accept the deal at the present time, and
"hocus pocus" is needed. If you cannot
to be consummated until it is corrected.
close it subject to your daughter going
close then there is something the mat-
The time to try to close, is when you ter that has not shown up on the sur- to the dentist and if anything happens
are sure, that you have selected the
that she does not all you will have to
face and you must find it to close the
right piano for your buyer and that
do is to call us and say so and we will
deal.
he has expressed his entire liking and
cancel your order, without any obliga-
preference for the instrument, that the
tion on your part." To this she agreed
An Odd Closing
price and terms are within his reach,
at once and gave us her order and all
that the trade-in allowance is fair, that
that ever came out of it was that we
he wants a piano and that yours is
As an example, one of my fine sales-
later sold two of her friends that same
what he wants. Unless these things are
men came to my office a few years ago
make of grand piano. We at once elim-
and said. "Mr. Van. will you help me inated any further competition, made
in your favor, it is unlikely that you
with a deal that I cannot seem to
can close and if they are all in your
a new customer and three sales of
close? "The customer has chosen a
favor, then you can hardly keep from
grand pianos.
blank Grand piano, which she likes
closing the sale. If your attitude has
I have cited this little example of
very much, liking the price, wood, col-
been one of trying to help your cus-
selling
to show that where the real
or,
size,
design
and
in
fact
everything
tomer in the selection of the proper
reason was solved, the sale came at
about it she seems to like. She is buy-
instrument as to price, wood, design,
once and to show that you should not
ing the piano as a gift to her daughter
size and terms, then you will have
hesitate to ask your buyer what the
and
her
husband
had
told
her
that
gained his or her confidence and they
real reason is when they will not close.
anything
under
$900
is
alright
and
as
will be quick to sense that you are try-
When you find it and correct it the
the piano she likes is only $775 there
ing to help, rather than just to make a
closing of the sale is the easiest part.
is no price resistance and as th" 1
sale, and will react as they should and
If you are alert, you will find many
paying
cash
and
there
is
no
trade-in
will, and no strong arm tactics or pro-
chances
for a close as your sales pro-
neither
of
them
are
a
deciding
factor,
fessional closers are needed. It is when
gresses,
such
a remark as, "I am sure
yet
I
can't
seem
to
get
her
order."
The
you are trying to sell a $1000 piano to
a $500 customer or when you are try- salesman then introduced to me his that John will like this piano" or "I
love its tone and action and it will
customer and I proceeded to go over
ing to sell a mahogany to a woman
just
match the furnishings of my
the
sale
again
with
her
asking
her
what
who has her heart set on a walnut to
room"
are all indications that you are
there
was
about
the
piano
that
made
match her furnishings, that you are
her
hesitate.
"Absolutely
nothing"
she
going to have trouble. Work with your
(Turn to Page 13)
strictly a closer" said the rather
I for AM
slick looking salesman, as he applied
a selling job with one of the larg-
THE MUSIC TRADE REVIEW, SEPTEMBER, 1953
buyer, not against them is rule num-
ber one, page one, book one.