Glosing relationshipsr closing techniques

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elarroNsHlps AND TECHNIeUE affect how much busi-[\n"rt we get from our potential customers. Many sellers are friendly. They are helpful. Other sellers have good technique. They've read all the books and know all the moves. Master sellers do both. Master sellers know how to ask for the business and they know how to build mutually beneficial business relationships.

Make closing part of the relationship

Too many sellers have a "relationship" with the "customer" that is only a one-way or social relationship. Here is a typical conversation with a salesperson in this type of relationship:

Manager: "So, John, how are you doing with ABC Distribution?"

Quotron: "Great! We have a great relationship."

Manager: "Good, so how much are you selling him?"

Quotron: "Oh, he hasn't bought anything from me yet, but we have great conversations."

Manager: "It's not a great relationship unless he is buying from you!"

The customer is using and abusing this salesperson for market information or to "keep his main supplier honest," but has no intention of buying from him even though they have a great "relationship." This salesperson thinks that after many great conversations, eventually the customer will start to buy from him. He's correct in one sense. Relationships take time for all sellers to build. The difference between the master seller and the quotron is the beginning, the middle, and the end of the relationship.

The Beginning.' Quotrons spend all their time and energy trying to please the customer. They confuse agreeability with likeability and deference with respect. They allow the potential customer to dictate the terms of every conversation. They are there to please.

Master sellers spend their time and energy looking for common ground. They give and demand respect. They are likeable and agreeable, but they do not concede and cede on every point. They ask for the order/business earlier and more often. Master sellers are interested in relationships that are mutually beneficial and projects this in everything they say and do.

The Middle.' The quotron serves the customer and accepts a lot of "I'm fine right now," "The market isn't right for me," "I don't know exactly where I am on that," and other excuses at face value and does not ask the follow- up questions that the master seller does:

Master Seller: "I understand that you are fine right now, but when will you be buying?"

Customer: "In a couple weeks."

Master Seller: "If we can put a deal together for two weeks out, can I have your order today?"

The master seller follows up on all side-steps from the customer with a "what if?" strategy or just by asking more follow-up questions to get to the customer's true need.

The End: At closing time, master sellers ask and ask way more often.This is not a style issue-ask and ask a lot.

3'Yes or nott vs. ffltll let you knowtt

Closers are in in the game. not just commenting on it. Sellers who struggle are in a lot of "I'll let you know" conversations. Closers are in more "yes or no" conversations.

A great way to ensure we will get into "yes or no" conversations is the "opening close." We open the conversation with a closing sentence.

Another way to get into more closing conversations is by holding back the price on our offer. We tell the customer the positives about our offer. We build value and excitement, but we hold back the price. When we hold back the price, customers will ask for it. Questions are buys signs. By holding back the price in the offer we "force" the customer to engage in a sales conversation (yes or no).

Us: "Good morning, John. We just bought a block of Beautiful Wood studs. I've got flexibility on shipment, how many of these do you need?"

Customer: "What's the price?"

Us: "The price is the icing on the cake, John. If we can agree that the price is right, how many can you use?"

From here, we are in a closing conversation. The customer may say yes or no, but he is unlikely to say, "I'll let you know."

When we use more "yes or no" techniques and build mutually respectful relationships from the beginning, we win.

James Olsen Reality Sales Training (503\ 544-3572

Green Diamond Trying to Sell Remaining CRC Operitions

Green Diamond Resource Co. has placed its California Redwood Co. sawmill in Korbel, Ca., up for sale and closed its Brainard, Ca., drying and remanufacturing plant at the end of October.

Earlier this year, CRC began exiting the redwood manufacturing business, to concentrate on its timberlands, but expected to continue milling Douglas fir. It changed course, according to spokesman Gary Rynearson, upon realizing the operations would be better served by a company steeped in DF manufacturing and marketing.

If no buyer is found, CRC is looking at other options for Korbel, including possibly curtailing operations either permanently or temporarily.

CRC is also looking for a company to purchase or lease all or part of the 76-acre Brainard complex, which also had housed the company's California corporate offices. Two months ago, CRC told The Merchanr it had expected to operate the facility until at least the end of the year.

Another Lumberyard Opens on Historic Nevada Site

A Nevada lumberman-turned-contractor has returned to reopen the yard he used to manage in the 1980s.

Steve Douglas entered the industry with Copeland Lumber, Yerington, Nv., but later transferred to Carson City, Nv. Twenty years ago, he got his contractor's license and launched Top Notch Construction. Now, assisted by his wife. Debbie. and son Kevin. he has opened Sticks & Stones Building Materials on the Yerington site.

The property actually has housed numerous lumberyards, going back nearly 100 years, the most recent being Home Lumber.

Although the site has sat vacant for several years, Douglas first became interested in reviving it this spring when he heard Valley Building Supply, Yerington, closed after 50 years.

He arranged a lease-buy deal with the property owners and, following an extensive remodel, soft-opened the business in September.

Mark Spurlock is yard manager, assisted in the yard by Zenaido Leyva.

Arauco/SierraPine Kill Deal

Arauco subsidiary Flakeboard America Ltd. has dropped its proposed acquisition of SierraPine's three panel mills in California and Oregon, due to objections by the U.S. Department of Justice.

Arauco and SienaPine jointly and voluntarily agreed to terminate the deal, which was struck in January.

Roseburg Begins Gradual Restart at Weed

Roseburg Forest Products, Roseburg, Or., began a phased rampup of production Oct. 13 at its firedamaged veneer facility in Weed, Ca. Repairs to the entire mill should take until early next year.

The mill was damaged Sept. 15 when the Boles Fire tore across nearly 500 acres of the city. A 24-year-old Northern California man, Ronald Marshall, was arrested and charged

Weslern Cedor Products

with starting the fire, which began at an apartment complex that had recently evicted him. He pleaded not guilty and is being held on $2.5-million bail.

After the fire, the company was able to keep nearly 100 of the mill's 135 workers active, with about half temporarily relocating to Roseburg.

Central Ca. Dealer Coming

Golden Valley Ace Hardware will be opened in Reedley, Ca., by Paul and Connie Khasigian, operators of Ace Hardware. Fowler. Ca.

The owners have struck a deal with existing Ace Hardware dealer Reedley Lumber to complement each other rather than compete, such as the new business agreeing not to sell lumber.

Do lt Centers of California, Chatsworth, Ca., closed its decade-old Moorpark, Ca., store Oct. 3.

Grandview Lumber Co., Grandview, Wa., will relocate to a larger property, with the assistance of nearly $1 million in Supporting Investment in Economic Development funding-half a loan, half a grant.

Blakelv & Hout True Value

Home Genter, chehatis, wa., has closed after 61 years, with the retirement of owner Dick Beckman and several key employees.

Hayward Lumber held a Nov. 5 grand opening at its new location in Redwood City, Ca, (see Sept., p.24).

South Central Windows, Doors & Hardware, Kenai, Ak., has been opened by Jim and Rita Babcock.

Ace Hardware at Reunion, Commerce City, Co., has been opened by the owners of Ace Hardware at Westwoods, Arvada, Co.

The new 9,000-sq. ft. store features a Paint Studio, hearty Craftsman tool selection. and central info desk,

A.D. Martin Lumber, Riverton, Wy., held a week-long celebration last month to celebrate its 60th anniversary.

Habitat for Humanity is relocating its ReStore discountlBM outlet in Payson, Az,, to a larger facility.