August 2010 Issue pdf - ENX Magazine

SALES & MARKETING We Saw It In ENX Magazine AUGUST 2010HOW TO RECOGNIZE BUYING SIGNALSBy Ann BarrSometimes buying signals are so subtle they may not berecognized until it’s too late. Buying signs can show upwithin the first few minutes of a conversation; or theymay not emerge until the end of the telephone conversation ormeeting. In short, they can show up at any time. It’s up to thesales person to hone in on these signals so that s/he can adjustthe presentation accordingly and approach the close when it’smost appropriate to do so. Questions on turnaround time,installation, delivery, date or start of service, available features,expected results, product guarantees or installmentterms, all signal that you are closer to earning a sale.Other questions that a prospect may ask can be drawn frompast purchasing experiences. Those prospects who have hadbad experiences in the past with either a company or a productwill need to know that they are making the right purchasingdecision with you.7 Questions that could suggest a prospect’s interestto learn more or to buy• Are there any other styles or colors to choose from?• Do you offer financing?• Have you worked with othercompanies in my area?• Can I speak to one of yourcurrent customers?• What type of warranty comeswith this product?• Are there any other discounts available?• What sort of monthly installment can you offer me?Closing TimeLast week I spoke with someone who said: “I talk with a lotof prospects who listen to what I tell them about my productsand services and then say, “That sounds good,” then theydon’t buy. “That sounds good,” could be a definite buyingsignal. Unfortunately, the next words are sometimes: “But wedon’t need anything now.” Anyone who says “That soundsgood” could be a good prospect.After you hear “that sounds good,” use a direct close, like:“Can we write up the order now?” or - “How manywould you like today?”continued on 4948enx magazine