The sweet spot of sales.
By Brian Sullivan
Ever had a customer say “Yes,” “Wow,” or even “How much?” If so, congratulations! You’ve just heard what we call security alarms – signals that the customer is ready to buy. The trick now is to resist the urge to bombard them with more information. Remember, sales isn’t a boxing match where you keep throwing feature jabs and benefit hooks. It’s about being succinct and knowing when to stop.
Know when to say when
A fundamental aspect of PRECISE selling is saying just enough to advance the sale – no more, no less. Think about it: when someone overwhelms you with too much information, don’t you just shut down? On the other hand, when they give you just enough to pique your interest, you remain engaged and satisfied. It’s like indulging in candy. Let me illustrate with a story.
A sweet lesson from Christmas past
Christmas in Connecticut was a grand affair when I was eight. My extended family of over thirty-five cousins would gather to celebrate. In 1976, my cousin Matt and I braved the snowy landscape to reach Cavanaugh’s Convenience Store. There, I splurged on a whole bag of bite-size Butterfingers. The first few were heavenly, but by the seventh, my stomach had other ideas. I felt as if someone had placed a car jack under my tongue. Too much of a good thing had turned bad, and I learned my lesson: moderation is key.
Don’t overwhelm your prospects
In sales, think of your presentation points as Butterfingers. Offer your prospects just enough to excite them – no more. Leave them wanting more, eager to sink their teeth into the next piece of information. If you overload them, they’ll end up feeling nauseated, just like I did with my Butterfingers.
When your customers start to show signs of excitement – those security alarms – it’s time to wrap up and move forward. Common examples include:
- “Hmmmmm.” (high pitch)
- “Oooooooo.”
- “Ahhhhhhh.”
- “Woooooow.”
- “How much?”
These signals, often accompanied by enthusiastic gestures, indicate that your presentation is hitting the mark. Now’s the time to close the deal.
Secure solution agreement
After identifying these security alarms, seek confirmation from your prospects to ensure you’re on the same page. A simple security question like, “Can you see how my solution will make your life easier by __________?” works wonders. Fill in the blank with the benefits you’ve discussed and agreed upon.
Show them the money
Prospects won’t commit until they know the cost. Separate the product discussion from the financial one. Ensure you’ve established:
- An observable need
- Your product as the solution
- A sense of urgency
Once these are clear, transition smoothly into the financial discussion with a positive attitude. Use a statement like, “Let’s see if it makes financial sense,” to ease into the conversation. This reduces pressure and shows that you’re providing information for them to make an informed decision.
Know your financials inside out
Treat your financial discussion with the same importance as your product presentation. Be familiar with every detail of your financial paperwork. Indecision during this phase can derail a sale. Always have all necessary forms on hand and understand them thoroughly. This preparedness prevents you from stumbling and losing the sale.
Advancing the sale
Observe your prospect’s reactions to your financial package. If they give you positive signals, it’s time to move forward. Use an “assumptive close” to transition smoothly from the presentation phase to the post-sale phase. For instance, say, “Great, John. I’m glad the finances make sense. Then with your permission, I would like to schedule a training session for your staff. Would next week or the following week work better?”
Avoiding common pitfalls
One common mistake salespeople make is not being prepared for the financial discussion. It’s not enough to know your product; you must also be well-versed in the financial aspects of the sale. This includes understanding financing options, payment plans, and being able to explain these clearly to the customer. Bringing all necessary paperwork and knowing it inside out can make a significant difference. Imagine you’re about to close a deal, and you realize you’ve left crucial documents back at the office. This not only disrupts the flow but also signals unpreparedness, which can make the customer hesitant.
Handling objections gracefully
Objections are a natural part of sales. Instead of fearing them, embrace them as opportunities to address concerns and reinforce the value of your product. When a customer raises an objection, listen carefully, acknowledge their concern, and respond thoughtfully. For example, if a customer says, “I’m not sure about the cost,” you can respond with, “I understand. Let’s break down the cost and see how the value aligns with your needs.”
Conclusion
Being PRECISE in sales means knowing when to stop talking and move forward. Keep your prospects excited with just enough information, secure their agreement, and handle the financial discussion with confidence. By doing so, you’ll turn those little yeses into one big fat yes. Remember, the key to successful selling is not in overwhelming your customers but in engaging them with the right amount of information and enthusiasm.
Brian Sullivan, CSP, is the founder of PRECISE Selling and a leading voice in the field of sales training and development. He believes in the potential of every salesperson to achieve their best and continually challenges sales professionals to reach new heights. To have Brian Sullivan or one of his stable of trainers and coaches help your team get to the top, visit him at www.preciseselling.com