6 Steps To Getting That Sale

If you’re involved in Sales, then you will need to know when a prospective customer is ready to buy. After following these guidelines, you should be able to identify potential customers more easily, let them explain what they want to buy, and not what you want to sell, and how to recognise buying signals.

1. Qualify The Lead
If the potential customer says they want something specific, such as a red carpet, a car to carry sporting equipment, a lead to connect a TV to DVD player, then you know what sort of products to show them. Also, the customer’s budget may be a contributing factor. If a customer is looking a for a high end sports car or a diamond ring and their budget isn’t suitable, or they want the product within a certain timescale and the product isn’t in stock, you can either let them leave disappointed, or show them something else that may be suitable. It is also worth repeating the customer’s requirements and constraints so that you can be sure that you have understood their needs.

2. Be Guided By The Customer
Let the customer tell you how much they know about a product, or subject. In a retail environment, sales staff often bamboozle potential customers with technology, which can make the customer think that they are inferior by not knowing about the latest technology, and might make them think that it’s far too complicated to use.

3. Conversely, you won’t always need to explain everything in great detail if the customer knows exactly what they want. Somebody who keeps up to date with technology, or cars, or clothing, or in a business to business environment, may know exactly which product, or types of products, best suits their needs

4. Letting each customer explain what they are looking for, and what they want the product to do will help to gauge their level of expertise and knowledge. Just because you know all about TVs or computers, doesn’t mean that everybody else does. How frustrating would it be to have a sales person explain in great detail the features of different manufacturing processes when buying clothes, or smirk when you asked for the wrong type of lead for your camera? Why is it any different when trying to buy a car, TV or computer?

5. Hold Something Back
Keep a couple of selling points such as product features or benefits, or finance deals or delivery options in reserve, so that if your first close fails you have something to go back to, to help the customer make the decision to buy.

6. Recognise Buying Signals
A customer talking about whether the car would fit the shopping in, whether the sofa would go with the carpet, which shoes the dress would go with, whether there are an in stock, if it comes in other colours or sizes, or what the weather is like at that holiday destination, are all showing buying signals. These buying signals can then be acted upon, so that the sale can be closed.

Now you know how to qualify a lead, find out what they want, and how to recognise when a customer is ready to buy, you should be able to put this into practice and gain more sales.

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