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Greetings!

Last week we talked about buying signals and reacting
to them in order to move the process forward, and sell.
A reader responded and said, "I hear them OK. It's
the response that I really suck at! What would you
do in all of those scenarios?"

That's a great question. Let's look at the examples
I gave last week, and what I would/do say.


Signal
"We'd probably send three people to that type of session."
Response: "Great. Do you have their names now?"


Signal
"That would integrate nicely with our system."
Response: "Tell me how."
This doesn't go for the close, but rather helps them
reinforce the benefits, and puts them in a position
where they are visualizing ownership even more.


Signal
"Jim would be the guy who would handle the implementation
for us..."
Response: "Good. Tell me a little about Jim. May I have his
contact information?"

We want to get them involved in discussing and planning
the details of the next step (meaning the sale). Also, by
getting others involved, of course they're deep into the
transaction.


Signal
When they repeat a question that has been answered
fully already, or asking the same question twice in
rapid succession: "What was that you said about the
add-on module? How much did you say those were again?"
Response: "The add-on module will help you cut down
on the extra labor expenses you're incurring now ... around
$900 per month as we figured. The module will pay for
itself after just two months. It's just $1700. So after
the two months, it's like adding $900 extra dollars of
profit right to the bottom line. So there's no reason
not to include that, right?"


Signal
"Risk-minimization" questions:
"So you said this comes with a guarantee?"
"I can return it if it doesn't work for me, right?"
Response: "We guarantee everything we sell. What's
interesting is that we rarely have to take back
products because of dissatisfaction. I do want to be
sure, though that you're comfortable before moving
forward. Is there anything I haven't answered for you?"

My stance when someone asks about a guarantee
is that I don't want someone to buy if their intention
is to just "try it out" without being committed to buying.
If they are predisposed to returning something before
they even get it, I'd rather not give it to them. If,
however, they simply need to minimize their risk, I
do want to do my best to help.


Signal
When they mention someone else who has bought from
you. "My friend over at BS Services said he used you
guys before and it worked out well."
Response: "Great! Who was it and what did they say?"

Of course, now they're reminding themselves of
the great experience their friend had, and they are
again selling themselves on getting the same results.
They are now doing your job! Can't beat that.


Possible Buying Signal
They relate an experience with a competitor, or a
similar type of product or even if it was negative.
"I did work at one time with AB Company, but didn't
have a great experience."

Like I said last week, this could mean that they're
open to your type of product or service, but were
burned before and need to be assured that you are
different.

Response: "Oh? What happened."

You need to get the details first. Dig deep. Keep
them talking. The more you have, the more you're able
to deal with reasons, not symptoms.


Signal
If they ask about you, they might be a buyer. Questions
about how long you've been with the company, your
background or your future plans suggest the buyer
believes you're an important part of the sale, and he
has already decided your company and product are OK.
Response: Answer questions like a job interview, because
it IS. Put answers in terms of how it would help them.
"Yes, I've been here two years, and have worked with
over 40 installations just like the one we're discussing
for you. I've seen what works, and the mistakes to
avoid, so you're getting that for free!"

Of course, move it toward the close. "So, let's
get started."


Again, the key to being successful is reacting to
buying signals (whether they're strong or subtle, is
to ask questions. These could be to get them to sell
themselves even more, assumptive questions that get
them to discuss details of the sale, or a flat-out
commitment question that asks for the sale.
______________________________________________________________________

Go and have your best week ever!

Art

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