Hardwood Floors April May 2018

BUSINESS BEST PRACTICES SALES SAVVY 7 Signals the Customer is Ready to Buy (Continued)

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CUSTOMER SAYS YES is is the most obvious buying signal, but some salespeople talk past the sale. When the customer directly says yes, it is important to move the sale forward quickly. ere is no need to continue convincing the customer; they already said yes. If the customer gives you this signal, establish the next steps and get out of there. If they need to sign something, have it ready. If they need a credit application, have it ready. If they need to select a start date, have the dates ready. Be prepared for the customer to say yes. CUSTOMER ASKS FOR PROOF OR EXAMPLES If the customer asks you for a testimonial or case study, they want proof. e customer is interested, but they want to vet you and your solution. Some salespeople view this as an objection or believe the customer is too suspicious. e customer is simply doing their due diligence. Why would they take the time to vet an option they weren’t seriously If a customer starts asking for delivery details and lead times, they want to buy. ese questions focus on post-sale activities. e buyer has mentally passed the transactional phase and is mentally accepting delivery and preparing for installation or implementation. If the buyer wasn’t sold on your solution, would they ask questions about delivery or lead times? CUSTOMER ASKS TECHNICAL QUESTIONS When customers focus on technical questions, they are interested. Technical questions focus on the details. Buyers don’t care about details until they are sold on the broader concept of your value-added solution. At this point, it is a ma er of working out the details. When the customer starts asking technical questions, provide themwith the information and ask for the business. NONVERBAL SIGNALS When the customer continually nods their head up and down, they are non-verbally saying, “Yes, I would like to buy.” is is the classic non-verbal buying signal. If you have good eye contact and are listening to the customer, you will easily recognize this signal. When buyers move closer to the seller, they are interested. When buyers stroke their chin and hold your product, they are interested. When the customer gives you these signs, start moving toward the close. Finish presenting your solution and ask for the business. considering? At this point, you’re working out the details. CUSTOMER ASKS LOGISTICAL QUESTIONS

Paul Reilly is president of Reilly Sales Training, a St.Louis-based, privately owned company that specializes in training sales professionals, sales managers, and service professionals. Reilly Sales Training offers public seminars, in- house sales training programs, and hiring and training assessments. For additional information on training programs, call or email Paul at 636.778.0175 or paul@reillysalestraining.com. You can also visit reillysalestraining.com and sign up for his free newsletter.

In value-added selling, it’s critical to understand these buying signals. Salespeople should recognize these buying signals and respond appropriately. To improve your awareness of buying signals, conduct a signal review a er each call. In this review, ask yourself, “What signals were present?” is review will help you become more aware and sharpen your listening skills. Remember, customers will tell you when they are ready to buy. You just have to watch and listen.

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