Give full attention to the customer
Judge content, not delivery
Do not jump to premature conclusions
Work hard at understanding exactly what the customer’s needs are
Always try and see things from the customers point of view – even if you do not agree.
Let the customer have the last word
Most people are inefficient listeners and tests show that we only retain a quarter of what is said to us
It is only by listening that it is possible to find out the customer’s needs – the more time you spend on a ‘Needs Assessment' the more likely you are to match the right watch to the right customer for the right reasons
Greenwich Observatory
1. In what year was the Royal Observatory Founded?
2. Who was the first Astronomer Royal?
3. What prevented modern observations from being carried out?
4. Where did the Observatory move to in the early 50’s?
5. In what year was the 100 inch telescope opened?
Examples of Open questions
Examples of Closed questions
Why use questions that get specific information?
To find out information
To reinforce a point
To gain thinking time
To change the subject
To involve the customer
To sell an idea
To close the sale
Words that turn closed into open questions
Who
What
Where
When
Which
How
Main Points To Remember:
- No question is a stupid question
- When you ask a question pause and wait for an answer
An objection is nothing more than a buying signal. Customers use objections primarily to gain clarification
Objections can fall into 2 main categories:
1. True Objections
How to overcome a true objection?
- Admit it, minimise it and outweigh with benefits
2. False Objections
How to overcome a false objection, an excuse to get out of the sale?
- Come clean and invite an open chat
Remember although it might sometimes be difficult to accept, the customer is always right!
Closing the sale simply means getting the customers to say YES
If you have followed all the steps of the sale the customer should be in the right frame of mind to say yes
After you have asked for the sale, pause and remain quiet
Don’t speak, don’t fidget, remain calm
WAIT FOR THE ANSWER
Silence will put pressure on the customer
Asking for the sale shows confidence in the product, the company and yourself
Decision Signals
Sometimes the buyer is ready to say yes to the sale before the sales professional has finished their presentation. If you miss these early decisions, you can sometimes lose the sale altogether as the customer will lose patience and walk out!
Watch out for verbal and physical signs
Trial Close:
There is no magic moment when the sale is won or lost forever. Any positive comment or query from the customer could be the time to ask for the sale.
If the customer says no just continue and try again
There are a number of closing techniques:
Direct close
Indirect close
Alternative choice close
Assumptive close
Selling –”art of persuasion”
You are not a professional sales person – you are a professional persuader
"The one that stands head and shoulders above the rest of us is the one that does so with enthusiasm, the little things that other people don’t bother about” - Dale Carnegie - How to win friends and influence people
Knowledge and selling skills are vital
Plus the right attitude and enthusiasm
Listen to the customer and understand their needs
The most successful sales professionals use all of these techniques all the time. However, they are so highly polished that most customers don’t recognise the techniques, unless they themselves have had some formal training.
Put these techniques into practise and use your own words!
Gary Player the golfer once sunk a hole in one
“That was a lucky shot” the spectator said
“Yes” Gary said “The funny thing is, the more I practise, the luckier I get”