Mood Matters: Knowing When, and When Not, to Offer the Product by lisafugere

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Mood Matters: Knowing When, and When Not, to Offer the Product
by lisafugere

Regardless of how many facts and figures we put in front of our prospects, the fact remains: They still make decisions based on feelings. In most cases, our prospects see our products as equal to our competitors'. Our prospects aren't as familiar with competitive differentiators as we are, and often make decisions because one sales rep has demonstrated exceptional integrity. So as a sales rep, how do you read a prospect's feelings about your products? Several verbal and non-verbal cues that the client gives can help you determine when he or she is ready to buy.

Verbal Cues
Verbal cues are the most easily recognizable ways that customers indicate their intention to buy. That being said, it's a rare sales rep who's ever heard the phrase, ?I?m ready to buy now," come out of a prospect's mouth. Instead the verbal cues will involve asking specific questions about product details. When you hear a request for details, stop selling and start answering. This is the beginning of the close.

Another verbal cue is a question about customization options. Can the product be adapted for this? Does it have the potential to do that? This type of question indicates that the client has already decided that the product is a good fit and is beginning to look for ways to get the best price. Questions about specific costs tend to indicate that a prospect is looking for ways to fit a new solution into their budget ? a good sign they're relatively serious about your offering.

If the client asks about delivery or implementation schedules, you?re well on your way to a sale. This indicates they have already committed to buying as long as your selling window fits into his or her buying window. Don?t lose the sale here. Make whatever concessions are possible and indicate the possible repercussions of trying to set up delivery too soon.

Pricing questions are also an indication of willingness to buy. Payment options, plans and other questions about financing are about as close to ?close me now? as a client will ever say.

Non Verbal Cues
While verbal clues are nice, not all buyers will exhibit them. Most buyers are very mindful of what they say during a sales call. They don?t want to say anything that gives away their certainty to buy lest they lose leverage to ask for a discount. Non verbal cues are far more telling of where the buyer lies in the decision process.

A relaxed buyer is a good sign. When you recognize an increase in eye contact, or when a buyer uncrosses his legs or arms, this indicates he or she is receptive to what you are saying. Leaning forward also indicates a desire to hear more. While these are good indicators that your sales pitch is being well received, don?t start the close until one of the following happens: your client starts nodding, agreeing or finishing your sentences, starts reading sales tags or contracts, pulls out a calculator to do preliminary calculations or starts reaching for a pen, wallet or suitcase to retrieve a payment method.

Understanding that no two closes will take the same amount of time or selling is the first step of learning when to close. You have to close when the client is ready, not when your sales pitch is done. If you keep talking you could talk yourself right out of a sale!