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Your prospect will signal you when they’re ready to buy.

“Billy, pay attention!” That was your first listening lesson.

Probably delivered when you were too young to pay attention.

Fast forward 20 something years (or more) and you’re STILL not listening.

 

Your customer is telling you he or she is somewhere between “interested” and “ready” in your sales conversation, and you’re pressing to “overcome” some bogus objection because your focus is on “making the sale” rather than “helping the customer buy.”

 

Last week I kicked off the 3-part “Buying Signals” lesson. Here is part two. All parts have one thing in common – you must be LISTENING in order to get the signals, and you must be ready to respond once you hear them.

 

Here’s more of the 21.5 buying signals:

  1. Asking positive questions about you or your business. You may not take them as positive, but they are. “How long have you been with the company?” is asking about you as a salesperson. Will you be here to serve me AFTER the sale. “How long has your company been in business?” They want to know about security, safety, and lower risk.
  2. Wanting something repeated. “What was it that you said before about financing?” “Tell me about that again.” If prospects want to know about it again, that means there is an interest. A buying interest. If you tell them about it again, then you ask them if they want to place the order now, or if they want to hear more stuff again.
  3. Statements about problems with previous vendors. That is huge! When prospects ask, “How long does it take to respond to a service call?” that indicates they have a service problem. Perfect time for you to ask, “Has service been problem?” “Tell me about it.” “What do type of service do you need?” “What kind of response do you need?” “So what you’re saying is, if our service is there for you when you need it we might be the best choice for you?” What you are doing here is asking for the sale, and not giving them any reason or opportunity for the prospect to say no! This type of question is a huge buying signal… you just need to be aware of it, and be prepared to answer it before you walk in the door.
  4. Questions about features or options. “What will it do?” “What will you do?” “Is this standard or optional?” “Is this my best option?” “Does this model come with that?” “Is this standard?” “Do I have to pay extra for this?” What these types of questions mean is that the customer is trying to picture ownership with your stuff attached to it. Your job is to recognize the signal, and be reassuring and prepared to confirm the prospect’s choice.
  5. Questions about productivity. Productivity is a little bit more subtle. They may ask questions like: (I will use a copy machine as an example because everyone uses one), “How many copies a day can it make?” “How often will it break down?” “Will it be easy for my employees to use?” “What is your service response time?” Price plus productivity equals cost. Productivity is a key ingredient in your differentiation. And your job as a salesperson is to get them from “price” to “cost.” Sometimes it may be a price issue, when it is really a cost issue. Your job is to get them to cost. HINT: you never want to be the lowest price.
  6. Questions about quality, guarantee, or warranty. “How long is this under warranty?” “How long will this last?” What the customer is saying to you is: I want to own this, but I want more reassurance.
  7. Questions about qualifications. “Now qualifications” take 3 different paths: One is your qualifications. The second is your company’s qualifications. The third is your product’s qualifications. ASK YOURSELF: Can all your people answer all customer’s questions on the phone? Can I call you directly if I had a problem? Do you have a special help desk? All of these things relate to some form of ownership in the prospects mind.
  8. Specific positive questions about the company. “What other products do you carry?” “How long have you been making this one?” “What happened to the last model?” “Do you have a new model coming out shortly?” Major Clue: Answer all questions briefly and immediately. Don’t whip out the catalog or a bunch of slides. Instead, say, “Mr. Jones, let me take you on a brief virtual tour of our factory or warehouse. Let me show you some of our other products and how they can help you.”
  9. Specific products or service questions. “How does the manual feed operate?” “Do you select the trainer or do I?” Make certain that your customer feels totally at ease about all elements of purchase and operation, including the equipment and the operation of your business. Put them at ease, but also ask for the sale.

 

More signals? Oh yeah! The rest of the 21.5 buying signals will be right here next week. Stay tuned!…

 

Jeffrey Gitomer is the author of twelve best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His real-world ideas and content are also available as online courses at www.GitomerLearningAcademy.com. For information about training and seminars visit www.Gitomer.com or www.GitomerCertifiedAdvisors.com, or email Jeffrey personally at [email protected].

 

© 2016 All Rights Reserved. Don’t even think about reproducing this document

without written permission from Jeffrey H. Gitomer and Gitgo, LLC. 704/333-1112

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Drew Limsky

Drew Limsky

Editor-in-Chief

BIOGRAPHY

Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.