Track Selling System_ Step 7 - Cement the Sale
===
[00:00:00] Will: Hey folks, Will here with the final episode in our Track Selling Podcast series. Today, Marissa and Jason will guide us through the seventh and final step of the Track Selling System, Cement the Sale. In this critical step, you'll learn how to solidify your customer relationships by addressing buyer's remorse, showing gratitude, and setting up future opportunities.
[00:00:25] Will: It's not just about closing the deal. It's about building trust and ensuring the long term success of both the salesperson and the customer. Let's explore how to turn a successful sale into a lasting connection, setting up future business opportunities and enthusiastic referrals. Take it away, Jason.
[00:00:43] Jason: Welcome back, everyone. We're diving into the final step of Roy Chitwood's Seven Step Selling Process from World Class Selling.
[00:00:53] Marissa: Yeah, the seventh and final step.
[00:00:55] Jason: And it might surprise you to hear that we're not quite done after we secure the sale in Step Six.
[00:01:00] Marissa: You'd think that'd be it, right? That initial yes, and we're good to go.
[00:01:04] Jason: But Chitwood has something else in store for us.
[00:01:06] Marissa: This last step focuses on what comes after the sale. He calls it Cementing the Sale.
[00:01:13] Jason: Hmm. Cementing the Sale.
[00:01:15] Marissa: It's about going beyond just closing the deal.
[00:01:18] Jason: I like that.
[00:01:19] Marissa: It's about solidifying that trust.
[00:01:21] Jason: Okay.
[00:01:21] Marissa: And setting the stage for a long term relationship that ultimately benefits both the salesperson and the customer.
[00:01:28] Jason: So it's less about pushing products and more about building a connection.
[00:01:31] Marissa: Exactly. Think of it like you're laying the foundation for future business.
[00:01:34] Jason: Got it. So we're not just trying to prevent returns or complaints.
[00:01:38] Marissa: No, no, no.
[00:01:39] Jason: It sounds like there's a deeper strategy at play here.
[00:01:41] Marissa: Definitely. One of the most insightful things Chitwood talks about is this concept of buyer's remorse.
[00:01:47] Jason: Oh, buyer's remorse.
[00:01:48] Marissa: I've been there. We've all experienced it, that feeling you get after a big purchase, you know?
[00:01:53] Jason: Yeah, like that nagging doubt that did I really need this.
[00:01:56] Marissa: Exactly. And it can happen with any purchase. It doesn't have to be a big ticket item.
[00:02:00] Jason: Oh, for sure. I even get buyer's remorse sometimes after just buying a coffee.
[00:02:04] Marissa: You're right. And Chitwood's point is that many purchases are often driven by emotion in the moment.
[00:02:09] Jason: Makes sense.
[00:02:09] Marissa: And then the logic kicks in afterward. And that's where the buyer's remorse creeps in.
[00:02:14] Jason: Oh, I see.
[00:02:16] Marissa: So, part of cementing the sale is about gently guiding the customer back to those logical reasons for that purchase.
[00:02:23] Jason: So instead of just handing them the product and saying, See ya later. You're almost like a reassuring voice.
[00:02:29] Marissa: Yeah.
[00:02:30] Jason: Helping them feel confident about their choice.
[00:02:32] Marissa: Precisely. You're not just making a sale, you're fostering a sense of trust and increasing the likelihood of repeat business and referrals down the line.
[00:02:40] Jason: That's a win win for everyone.
[00:02:42] Marissa: Absolutely.
[00:02:43] Jason: Now, how does Chitwood suggest we go about actually cementing this sale?
[00:02:48] Marissa: Well, he outlines three key actions.
[00:02:51] Jason: Okay, I'm ready. Give me the steps.
[00:02:53] Marissa: First, you need to review the logical reasons for the purchase.
[00:02:56] Jason: Okay.
[00:02:56] Marissa: The second is expressing thanks.
[00:02:59] Jason: Okay, got it.
[00:02:59] Marissa: And finally, you need to promise follow up action.
[00:03:02] Jason: Alright, let's break those down. Sure. Starting with reviewing the logical reasons for the purchase. Yes. What does that actually look like when you're talking to a customer?
[00:03:11] Marissa: So, it's all about reminding the customer why their decision made sense in the first place. You know why they chose your product or service.
[00:03:19] Jason: Right, because it met their needs.
[00:03:20] Marissa: Exactly, so you might reiterate the specific benefits they were looking for, or maybe even reference a problem they mentioned earlier in the sales process.
[00:03:29] Jason: So you're kind of recreating that aha moment for them.
[00:03:32] Marissa: Exactly, that moment when they realize, this is the solution I've been looking for.
[00:03:36] Jason: I get it. You're solidifying that connection between their needs and the purchase they just made.
[00:03:42] Marissa: Yes, you're reinforcing that their decision was sound.
[00:03:45] Jason: And based on logic, not just a whim.
[00:03:48] Marissa: Exactly.
[00:03:48] Jason: And it also shows the customer that you were really listening to them throughout the process.
[00:03:52] Marissa: Yeah. Absolutely, you were paying attention to their needs.
[00:03:55] Jason: Okay, that makes sense. What about the second action, expressing thanks?
[00:04:01] Marissa: This might seem like a no brainer.
[00:04:03] Jason: Yeah.
[00:04:03] Marissa: But a genuine thank you can go a long way in building rapport.
[00:04:07] Jason: Oh, for sure.
[00:04:08] Marissa: It's that human touch, you know?
[00:04:09] Jason: Right. Right. It shows that you appreciate their business.
[00:04:12] Marissa: Exactly. Yeah. Especially in a world that's becoming increasingly automated and impersonal.
[00:04:16] Jason: Yeah. It's a reminder that there's a real person behind the transaction.
[00:04:20] Marissa: You got it.
[00:04:21] Jason: Okay, so we've covered reviewing the logical reasons for purchase. And expressing thanks. What about that third action, promising follow up action?
[00:04:30] Marissa: This is crucial for demonstrating your commitment and building trust.
[00:04:34] Jason: OK.
[00:04:34] Marissa: It's about outlining the specific steps you'll take to support the customer after the sale.
[00:04:40] Jason: So you're not just going to disappear after they sign on the dotted line.
[00:04:42] Marissa: Exactly. Whether it's checking in to see how things are going or addressing any potential concerns, you're showing them that you're invested in their success.
[00:04:51] Jason: OK. So you're in it for the long haul. Now, I imagine that these three actions aren't a one size fits all kind of thing.
[00:04:57] Marissa: Oh, definitely not.
[00:04:58] Jason: They probably need to be tailored to each specific sales situation and the needs of the customer.
[00:05:04] Marissa: You're absolutely right. And Chitwood provides some excellent real world examples to illustrate how we can adapt this approach.
[00:05:12] Jason: Perfect. I love seeing theory put into practice. Yeah. Let's dive into those examples.
[00:05:16] Marissa: All right. Let's do it. So, let's say you're selling storage systems to a business owner named Jack.
[00:05:21] Jason: Okay. Storage systems.
[00:05:22] Marissa: You could say something like, "Thank you for your order, Jack. This system is going to be perfect for your needs."
[00:05:28] Jason: Okay.
[00:05:29] Marissa: "It's compatible with your current setup, takes up minimal space, and can handle your storage needs for years to come."
[00:05:35] Jason: Yeah, you're hitting those benefits.
[00:05:36] Marissa: Right. It'll be delivered on the 15th, and I'll give you a call on the 16th to see if I can help with a smooth setup.
[00:05:42] Jason: Nice. So you've got the thanks, you've got the benefits, and you've got the follow up.
[00:05:46] Marissa: All in one concise statement.
[00:05:48] Jason: I like it.
[00:05:49] Marissa: Now let's shift gears to something like automobile insurance.
[00:05:52] Jason: Okay, car insurance.
[00:05:53] Marissa: Yeah, imagine you're talking to a client, Mr. Thomas.
[00:05:57] Jason: All right, Mr. Thomas.
[00:05:58] Marissa: You could say, "Mr. Thomas, you've made a wise choice by filling in the gaps in your previous coverage. Okay. And setting realistic liability limits. You're also getting the most competitive rates available."
[00:06:10] Jason: I love that.
[00:06:11] Marissa: Great. And then to really cement the sale, you add, "Remember, I am always here to answer your questions. I'll call you in three months to see if your coverage needs any adjustments, but feel free to reach out anytime."
[00:06:24] Jason: Okay, so again, we've got those three key actions. Exactly. Adapted to fit the context of insurance.
[00:06:30] Marissa: It feels personal and reassuring, right?
[00:06:32] Jason: Definitely.
[00:06:33] Marissa: Okay, let's try one more example.
[00:06:34] Jason: Alright, hit me with it.
[00:06:35] Marissa: Let's say you're selling personnel training manuals.
[00:06:38] Jason: Okay, training manuals, got it.
[00:06:39] Marissa: You could say, "It's been a pleasure working with you, Mrs. Weatherby."
[00:06:43] Jason: Okay.
[00:06:43] Marissa: "These manuals are going to be so helpful for your team."
[00:06:46] Jason: Yeah.
[00:06:47] Marissa: "They'll not only help cut your training costs, but also give your employees the exact skills they need. Thank you for your order. I'll be here Monday morning at to start working with your staff on the most effective ways to use these manuals."
[00:06:59] Jason: Boom. There it is again.
[00:07:01] Marissa: See how it works.
[00:07:02] Jason: Yeah. Those core principles are consistent, but the application is flexible.
[00:07:06] Marissa: Exactly. You've got to tailor your approach to each unique situation and customer.
[00:07:11] Jason: I'm getting the hang of this.
[00:07:12] Marissa: I knew you would.
[00:07:13] Jason: But I do have a question. Is this cementing just the responsibility of the salesperson?
[00:07:18] Marissa: That's a great question, and it's something Chitwood addresses specifically.
[00:07:21] Jason: Okay, good, because I was wondering about that.
[00:07:23] Marissa: Cementing the Sale shouldn't be a solo mission.
[00:07:26] Jason: Gotcha.
[00:07:26] Marissa: It needs to be a company wide philosophy.
[00:07:29] Jason: So everyone from the receptionist to the support staff plays a role.
[00:07:33] Marissa: Absolutely. Every interaction a customer has with your company should contribute to that positive and reassuring feeling.
[00:07:39] Jason: Okay, so it's about creating a cohesive experience where everyone is on the same page and working towards the same goal. Customer satisfaction.
[00:07:47] Marissa: Precisely. And Chitwood shares a fantastic anecdote that really highlights this point.
[00:07:52] Jason: Okay, I love a good story. Let's hear it.
[00:07:54] Marissa: It's about a woman who started a printing firm that sold coin wrapping paper to casinos.
[00:08:00] Jason: Coin wrapping paper? Yeah. Okay, interesting.
[00:08:02] Marissa: So her business really takes off, right? Awesome. And when asked about her secret to success, guess what she attributed it to?
[00:08:09] Jason: Hmm, I'm intrigued. Tell me.
[00:08:12] Marissa: Sending thank you cards? Thanks.
[00:08:15] Jason: Seriously?
[00:08:15] Marissa: Yep. She made it a habit to send a thank you card to every single customer.
[00:08:20] Jason: Wow, that's dedication.
[00:08:22] Marissa: And that seemingly small gesture turned into a flood of referrals in repeat business.
[00:08:27] Jason: No way. So the thank you cards were like her secret weapon?
[00:08:31] Marissa: In a way, yes.
[00:08:32] Marissa: It just goes to show the power of gratitude.
[00:08:34] Jason: But do you think it was just the card itself, or was it more about the consistency of that action?
[00:08:39] Marissa: You know, I think it was a combination of both.
[00:08:41] Jason: Okay.
[00:08:41] Marissa: The card itself demonstrated genuine appreciation.
[00:08:43] Jason: Mm hmm.
[00:08:44] Marissa: But the fact that she did it consistently without fail showed a level of commitment that really resonated with her clients.
[00:08:50] Jason: So it was like a pattern of positive reinforcement.
[00:08:52] Marissa: Exactly. Each thank you card was a little reminder that she valued their business and was invested in their success.
[00:08:59] Jason: Wow, I love that story.
[00:09:00] Marissa: And it speaks to a larger point that Chitwood makes.
[00:09:03] Jason: Okay.
[00:09:04] Marissa: Cementing the Sale It isn't about grand gestures or elaborate strategies. It's often the small, consistent actions that make the biggest impact.
[00:09:13] Jason: It's like building a foundation brick by brick.
[00:09:15] Marissa: Perfect analogy.
[00:09:16] Jason: And it's something we can all apply, whether we're in sales or not.
[00:09:19] Marissa: Absolutely.
[00:09:21] Jason: Think about your own interactions with friends, family, colleagues. How can you cement those relationships?
[00:09:27] Marissa: That's the question we all need to ask ourselves.
[00:09:29] Jason: Yeah, it really does feel like this goes beyond just sales techniques.
[00:09:33] Marissa: It does, doesn't it?
[00:09:34] Jason: It's about building stronger, more meaningful connections with people.
[00:09:37] Marissa: Exactly. And I think it's important to recognize that this shift in mindset.
[00:09:41] Jason: From like, selling and forgetting to selling and keeping them happy.
[00:09:44] Marissa: Yeah, exactly. It has a ripple effect.
[00:09:47] Jason: Tell me more about this ripple effect. I love a good ripple effect.
[00:09:49] Marissa: Well, when you genuinely care about your customers and prioritize their success, they're more likely to become repeat customers.
[00:09:56] Jason: Right. And happy customers tell their friends.
[00:09:58] Marissa: Exactly. They become advocates for your business.
[00:10:00] Jason: Word of mouth marketing is so powerful.
[00:10:03] Marissa: It really is. And that type of organic growth Fueled by genuine relationships, it's much more sustainable and impactful than any marketing campaign could ever be.
[00:10:12] Jason: It's about building something authentic and lasting, not just chasing those quick wins.
[00:10:17] Marissa: You got it. And the best part is, this philosophy of cementing relationships isn't limited to the business world.
[00:10:24] Jason: Oh, I was just thinking about that. How can we apply this in our personal lives?
[00:10:28] Marissa: Imagine applying these principles to your interactions with friends, family, colleagues. Expressing gratitude, offering support, demonstrating a genuine interest in their well being. It can strengthen those bonds and create a more positive and supportive environment.
[00:10:44] Jason: It's about making those connections more meaningful.
[00:10:46] Marissa: Exactly. And it doesn't have to be anything over the top. It's the small, consistent actions that matter most.
[00:10:51] Jason: Like a thoughtful text or offering to help with something.
[00:10:54] Marissa: Exactly. Or just remembering to say thank you more often.
[00:10:58] Jason: Those little things can make a big difference.
[00:11:00] Marissa: Absolutely. It's about being present and showing up for the people in our lives in a way that makes them feel valued and appreciated. And just like we've seen throughout our exploration of Chitwood Cementing the Sale, those seemingly small actions can have a profound impact.
[00:11:16] Jason: Creating that ripple effect of positivity.
[00:11:18] Marissa: Exactly. So as we wrap up this deep dive into World Class Selling, I want to leave you with a challenge.
[00:11:25] Jason: Alright, I'm ready for it.
[00:11:26] Marissa: How can you cement the relationships that matter most to you?
[00:11:29] Jason: Ooh, that's a good one.
[00:11:30] Marissa: What small steps can you take today to express gratitude, offer support, and nurture those connections?
[00:11:37] Jason: It's about shifting our mindset from transactional interactions to building those lasting, meaningful bonds.
[00:11:43] Marissa: Yes, bonds that enrich our lives and the lives of those around us.
[00:11:47] Jason: Well, this has been an incredibly insightful deep dive, I have to say.
[00:11:50] Marissa: I agree.
[00:11:51] Jason: Thank you so much for joining us, everyone.
[00:11:52] Marissa: Happy cementing!
[00:11:54] Will: Thank you for joining us for another information packed episode and for listening to this seven episode Track Selling podcast series. Over these sessions, we've explored every step of the Track Selling System, from the initial approach to cementing the sale. Remember, each step builds on the last, creating a seamless process to guide your customers toward a confident buying decision.
[00:12:22] Will: As you continue your learning journey to become the best sales professional you can be, remember to revisit this series regularly to reinforce these concepts and refine your skills. Building lasting relationships involves small, consistent actions that make a big impact.
[00:12:38] Will: Thank you for being an essential part of the Track Selling Community.
[00:12:42] Will: Good luck and good selling.
