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RECOGNIZING BUYING SIGNALS

RECOGNIZING BUYING SIGNALS. Avoiding “Sales Killers”. RECOGNIZING BUYING SIGNALS. Two factors stand out as “sales killers”: Waiting too long to close. Trying to close prematurely —without even attempting a trial close to see if the prospect is ready to buy. RECOGNIZING BUYING SIGNALS.

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RECOGNIZING BUYING SIGNALS

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  1. RECOGNIZING BUYING SIGNALS Avoiding “Sales Killers”

  2. RECOGNIZING BUYING SIGNALS • Two factors stand out as “sales killers”: • Waiting too long to close. • Trying to close prematurely—without even attempting a trial close to see if the prospect is ready to buy.

  3. RECOGNIZING BUYING SIGNALS • Of the two, the first, waiting too long to close, accounts for the most lost orders because salespeople get so involved in what they are saying they can’t stop talking. • When this happens they miss buying signals that clearly indicate the prospect is ready to buy.

  4. RECOGNIZING BUYING SIGNALS • WHAT IS A BUYING SIGNAL? • Simply put, it is anything a prospect does that indicates he or she is ready to buy. They can be: • Physical actions • Facial expressions • Certain types of questions or objections • Knowing how to read these signalsis what separates strong from weaker closers.

  5. RECOGNIZING BUYING SIGNALS • Buying signals can come at any time but should not be expected until it is fairly certain your proposal is understood. • You might only be partly through your presentation when it becomes obvious you should close. • Don’t underestimate the fact that the prospect may understand your proposition better and/or sooner than you had anticipated.

  6. RECOGNIZING BUYING SIGNALS • To recognize buying signals you must constantly be on the alert and watch the prospect closely. • Following are some tell-tale signs to watch for as they can be continuously changing throughout the sales process.

  7. RECOGNIZING BUYING SIGNALS • BODY POSITION • Is the prospect leaning forward, fully engrossed in the presentation? • The opposite would be leaning back in the chair, not maintaining eye contact, looking at papers on the desk or fidgeting. • Any change from this position to one expressing interest can be a buying signal.

  8. RECOGNIZING BUYING SIGNALS • PHYSICAL ACTION • This can include actions such as the prospect reaching for your sales proposal, or leave-behind. • Picking up the tape of television commercial examples your brought to the meeting, indicating a different level of interest. • This probably means the prospect is sold on the value of advertising on television but is now concerned with the “how” part of the process.

  9. RECOGNIZING BUYING SIGNALS • QUESTIONS • People have many distinctive ways of speaking on a general basis, ranging from warm tones to ice-cold. • Knowing what the norm is can keep you attuned to slight changes that might not otherwise be apparent.

  10. RECOGNIZING BUYING SIGNALS • A question such as “Are you telling me the schedule you are proposing will reach more than 60% of the market?” could be an indication of disbelief or surprise at the impact of television…a good buying signal, depending on the buyer’s tone of voice. • Questions relating to further details, price, commercial production, avails, show definite interest and signal it’s time to close.

  11. RECOGNIZING BUYING SIGNALS • OTHER SIGNS Some other more obvious signs are: • Pulling out their advertising budget folder. • Checking or making reference to their yearly retail planning and event schedule. • Raising an objection to the cost of your proposal. • Doing any sort of “calculations.” • Asking if you would mind reviewing the proposal with another person.

  12. RECOGNIZING BUYING SIGNALS REMEMBER… Don’t Wait Too Long to Close Don’t Close Too Soon Take Your Lead from the Buyer… Watch for the Signs

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