Your salespeople would have to have the cognitive powers of a Stickle Brick not to recognise obvious verbal buying signals like “This is a great product” or “I really like it”. But these aren’t the only indications that prospects are either interested or ready to buy.
Whenever I’m talking to a potential client, I look out for questions like:
- Does the price include VAT?
- What are your delivery times?
- What guarantees do you offer?
- How long before we can start using it?
- How does this particular component work in practice?
- Do you offer finance?
When a prospect starts posing very specific queries like these – be they price/term-oriented or focused on implementation – they’re in the mindset of owning or receiving that particular product or service. And it’s at this point that a close is most likely to work.
Obviously, not every buying signal is spoken. It’s just as important that your salespeople look for non-verbal signals, too. And I’m not just talking about a nod or smile; direct or lasting eye-contact, a slight lean forward, a hand on the product or brochure, or repeated reading of testimonials are all positive signs that a prospect is ready to buy.
Above all, remember that while some clients may radiate buying signals, others will only give one or two. Getting your teams to recognise all the variables – and to have the confidence to close without having first seen three or four – is the key to using buying signals to best effect.
By Lorna Leck, Managing Director of The Sales Activator® Ltd. For further learning why not try the Sales Activator's eLearning course 'Winning Presentations'? It is designed to benefit all levels in Sales and Service, and is packed with useful tips and exercises to help you deliver a high impact presentation. ‘The Art of Closing’ is written by Lorna Leck.