Selling Today: Partnering to Create Value, 14/e

Summary-of-Benefits Close

Let us assume that you have discussed and demonstrated the major benefits of your product and you detect considerable buyer interest. However, you have covered a great deal of material. There is a chance that the prospect is not able to put the entire picture together without your help. At this point, you should provide a concise summary of the most important buyer benefits. Your goal in the summary-of-benefits close is to reemphasize the value-added benefits that can help bring about a favorable decision. Because of this, this tactic is also referred to as the step-by-step close. This closing statement gives you the opportunity to restate how the benefits will outweigh the costs.21

Let us see how this closing method ...