Why Didn’t They Buy?
Everyone, from time to time, has a prospect like this – the prospect who sounds like s/he really wants to buy your product. You have gone through all the right steps:
1. You have had several conversations with the prospect.
2. You mailed a catalog and price list with all the information the prospect requested.
3. You followed up with a telephone call and you’ve given a great presentation using facts, features and benefits. They listened attentively.
4. You have responded to all objections.
They have a need for your products/services. So what’s holding them up from buying?
What’s Stopping Them?
You are ready to celebrate – you feel you’ve made the sale. The prospect is just inches away from placing the order. Your hands are on the keyboard, ready to input the order. Or your pen is in your hand waiting to write up the sale.
There is a silence. No order. What do you do?
First: Get Agreement
To make sure they really are close to ordering, start with a statement to review the specifics of the order: “Let’s see what we agree on.”
If you really have something of value that will help them, get agreement on that point: “Kevin, let’s take inventory of where we are so far. We’ve agreed that this is the printer that’s going to help you get those projects done more quickly, and under budget, right?”
If you can’t get that agreement, stop. This person isn’t sold yet. If they do agree, then proceed:
“Ok, let’s talk about what needs to happen next. You mentioned that your CEO needs to sign off on it. Will you be recommending that you go with us?”
After you get agreement on the main points, move on to closing questions.
Four Closing Questions
To find out – really – how close the prospect is to ordering, and to move the process along, try one of these questions:
“What do you need from me to move forward?”
“What do we still have to do?”
“What do you consider to be the next steps?”
“Shall we process your order today?”
Your Critical Next Step
After asking one of these questions, don’t say a word until the prospect answers you! And then: listen carefully to the answer – you’ll learn what you need to do or say to move the sale along. There is a tendency on the part of some sales people to feel uncomfortable with silence and to begin talking before the prospect answers the question. This is a big mistake because the prospect doesn’t get a chance to say what’s really on her/his mind and the sale may be lost. If you haven’t practiced using silence – and then listening to the prospect, start today. There is an old adage: “No sales person ever listened his way out of a sale.”
About The Author
Ann Barr is a telesales marketing success coach with a passion for teaching. She loves helping people who are starting out in new telesales careers and working with experienced sales reps who are looking for new ideas and tips. In addition to presenting monthly e-classes, she writes and edits direct-mail marketing letters and emails for clients. Sign up today for Ann’s free Weekly Sales Tips and get marketing tips and ideas to increase your sales!
2 Responses to “Why Didn’t They Buy?”
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