Shane Decker: It Ain’t Over ’til It’s Over
You’ve done everything perfectly ... and the client still says no.
BY SHANE DECKER
Published in the September 2012 issue.
For many salespeople, that’s the end — they let the client leave. They often tell me, “I don’t want to be pushy.” You’re right. You shouldn’t be pushy. But it’s not about that — it’s about giving the client what he wants, which is your job as a salesperson.
Consider this: More than 60 percent of all customers buy within two hours of leaving your location. This means that these other stores are doing something that you didn’t do. So instead of letting them walk out empty-handed, why not give them a chance to tell you exactly what they do want?
Next time a client tells you “no,” pause for three to five seconds. This gives the client time to think about why they said no, and it gives you time to analyze your presentation. Did I romance it enough? Did I get technical enough, or was I too technical? Did I answer all of their questions thoroughly? Did the client believe that I was listening intently?
After pausing, lean in; this makes the discussion more personal. Then, in a conversational manner, work through the following four statements as needed —in this order:
1 “I thought this was the one you wanted.” This causes the customer to think about why he said no, and if he really wants it, he’ll say, “You know, you’re right, it is. I just had to think about it for a moment.”
2 “Do you have questions about this that I haven’t answered?” This smokes out any remaining objections.
3 “Do you want the bigger one?” Most of the time, he’ll say, “Oh no, this is fine.” When they say that, they’ve just bought it. Sometimes he’ll say, “Yeah, I do want the bigger one.” That means you missed something along the way and maybe even pre-judged his buying ability. No matter the answer, this is a silent compliment to the customer’s buying power.
4 “Are you comfortable with the price?” If you ask this question first (which most salespeople do — it makes it about the price, not the item), you potentially insult a customer. Price is last, not first. But sometimes he’ll say, “You know, I am uncomfortable with the price.” Let’s say he’s looking at a 1-carat diamond for $7,995. You reply, “You know, I can take the 1-carat out and put in a half-carat, same clarity, same shape, and get it down to $5,000 for you.” He may reply, “Oh no, I want this size.” Then you say, “This one’s $7,995.” That allows you to maintain price integrity while giving the customer options.
Over 80 percent of all clients say “yes” after they’ve said “no” four times ... and yet more than 60 percent of salespeople quit after the first “no.” Remember: clients get their buying confidence from your ability to give them reassurance that it’s OK to spend their money!
JEWELER SUCCESS STORIES
A Worry-Free Way to Close Shop
Ron Pierro, owner of Pierro's Jewelers in Brandenton, Florida, chose Wilkerson to run his going out of business sale. From marketing to on-site sale management, Wilkerson did it all--giving Ron the kind of closure that only comes from trusting the best. Wilkerson.
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