Step 6: Closing
After following the advice in the lengthy section on convincing the customer, you might already have your customer on board, smoothly. We now have to detect the buying signs. In many cases, the sales advisor needs to offer a final helping hand to the customer so he can leave his fears aside once and for all, focus only the desire, and get fully motivated to make the purchase. And, experience shows that rare are the customers who bring out their credit card without being invited to do so.
Detect The Buying Signs
Sometimes, at this phase, customers may avoid the final purchase as a method of self-protection to avoid a possible buying mistake, as discussed. The most efficient way to detect this behavior is to open your eyes and ears and pick up on what is going on “behind the scenes.” An astute sales advisor is able to quickly detect these signs and proceed elegantly to closing the sale.
- Changes in behavior
Even if one can hide behind words, it’s much more difficult to hide one’s emotions. Behavior always betrays us. For the sales advisor who is able to detect a change, and make an appropriate interpretation, the selling approach can be adapted to fit the moment. The first noticeable change is often a change in interest toward the sales advisor. Before taking a buying decision, customers do not really care about the sales advisor. But if the customer is to buy he needs to be sure to be able to trust, and benefit from, the service of the sales advisor. Customers ask more personal questions or pay more attention to sales advisors who are sending them warm, friendly and positive signals. Globally, all changes in behavior are expressions of a certain type of energy emitted in parallel to the deep consideration a customer is undertaking.
- • Sudden attention to the sales advisor’s brand
- • Sitting up, a change in sitting position and crossing their legs
- • Standing up or walking around
- • Speed of talking—from normal to a slower or faster pace
- • Commenting about the product, the brand
- - Tension means decision
These tensions can be pretty vivid. It’s an important decision and customers do not want to regret it. The sales advisor has been presenting the offer and explaining elegantly; the customer understands that they are expected to give an answer. Sales advisors are also feeling the tension, are under pressure and have a fear of losing the sale. Some customers tend to be more aggressive in challenging the sales advisor for the last time. Others might just be silent, going through the “pros” and “cons” in their head.
- • Looking at the product from different angles or positions
- • Trying the product again—touching
- • Looking at the product description in detail
- - Projection into the future
Everything concerning customer care, which is often only discussed after the purchase, may be brought up before the purchase in the form of cautious inquiries. The after sales service doesn’t matter if you don’t buy the product. This approach can pre-empt customers’ concerns about:
- • Solidity, durability
- • Maintenance
- • Precise details about security
- • The after sales service
- • The possibility of returning the product, or exchanging it