Furmanite Service Company—A Multiple-Close Sequence

Furmanite Service Company—A Multiple-Close Sequence
CASE 13.3
Furmanite Service Company—A Multiple-Close Sequence
Chris Henry sells industrial valves and flanges, plus tapes and sealants. He is calling on Gary Maslow, a buyer from Shell Oil, to sell him on using Furmanite to seal all of his plant’s valve and flange leaks. Chris has completed the discussion of the product’s features, advantages, and benefits, plus the marketing plan and the business proposition. Chris feels it is time to close. Chris says:
Salesperson: Let me summarize what we have talked about. You have said that you like the money you will save by doing the repairs. You also like our response time in saving the flanges so that they can be rebuilt when needed. Finally, you like our three-year warranty on service. Is that right?
Buyer: Yes, that is about it.
Salesperson: Gary, I suggest we get a crew in here and start repairing the leaks. What time do you want the crew here Monday?
Buyer: Not so fast—how reliable is the compound?
Salesperson: Gary, it’s very reliable. I did the same service for Mobil last year and we have not been back for warranty work. Does that sound reliable to you?
Buyer: Yeah, I guess so.
Salesperson: I know you always make experienced, professional decisions, and I know that you think this is a sound and profitable service for your plant. Let me schedule a crew to be here next week or maybe in two weeks.
Buyer: Chris, I am still hesitant.
Salesperson: There must be a reason why you are hesitating to go ahead now. Do you mind if I ask what it is?
Buyer: I just don’t know if it is a sound decision.
Salesperson: Is that the only thing bothering you?
Buyer: Yes, it is.
Salesperson: Just suppose you could convince yourself that it’s a good decision. Would you then want to go ahead with the service?
Buyer: Yes, I would.
Salesperson: Gary, let me tell you what we have agreed on so far. You like our online repair because of the cost you would save, you like our response time and the savings you would receive from the timely repair of the leaks, and you like our highly trained personnel and our warranty. Right?
Buyer: Yes, that’s true.
Salesperson: When would you like to have the work done?
Buyer: Chris, the proposition looks good, but I don’t have the funds this month. Maybe we can do it next month.
Salesperson: No problem at all, Gary; I appreciate your time, and I will return on the fifth of next month to set a time for a crew to start.
Questions
1. Label each of the selling techniques Chris used.
2. What were the strengths and weaknesses of this multiple-closing sequence?
3. Should Chris have closed again? Why?
4. Assume Chris felt he could make one more close. What could he do?
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