November 2000 Managing/Staff Meetings Back to Basics: Staff Meeting #5 Fifth in a series of meeting outlines to help you train your sales staff. This time we discuss asking for the sale Many of us who consider ourselves successful salespeople are really kidding ourselves. Why? It takes more than a professional appearance, an ingratiating personality, self-confidence and perseverance to float to the top. When all is said and done, one thing truly separates the most successful from the less so: the ability – and courage – to ask for the sale! Why do so many of us fall apart when we come to the end of a superb sales presentation and the client doesn’t say “I’ll take it”? Most often, it’s fear of rejection; we hesitate to ask for the sale because we think we can’t handle the negative response it might evoke. If you take nothing else from this series of training agendas, you should understand that asking for the sale will increase your productivity significantly. As you embark on this session with your staff, remember: keep it brief, motivational, positive, personalized and interactive. You might find enough material here to split into two meetings. Introduction and Starting Thoughts • The aim of the lesson is to understand the importance – and ease – of asking for the sale. • Being a good closer requires being a good listener. • Closing can occur any time during the presentation, not just at the end. • When the customer doesn’t say “I’ll take it,” it’s time for you to make something happen. I. After Presentation, Follow the L-I-A-M Formula (Listen for buying signals, Isolate any objection, Answer the objection, Move to the close) A. “Buying signals” – music to our ears – are signs from the customer that he or she is ready to buy, such as: 1. “Do you accept American Express?” 2. “How long would it take to get it sized?” 3. “What if she doesn’t like it?” 4. Positive body language. II. Create a Buying Signal if You Don’t Detect One A. Examples include: 1. “This is just what you were looking for, isn’t it?” 2. “Picture her reaction when she opens the box!” 3. “Imagine her expression when you slip this solitaire on her finger!” III. Be Quiet! (the Part We All Find so Difficult) A. Put the onus on the customer to say something. B. Don’t give the customer an easy out. C. Old saying: “He who speaks first owns the item.” IV. Negative Reaction? Isolate and Answer It A. Price? The customer wants to shop the competition. B. Style? The customer needs spousal approval. C. Quality? The customer wants to think about it. V. Positive Reaction? Move On and Ask for the Sale! A. There are many ways to ask; choose one: 1. Assumptive (assumes a positive outcome).“What would you like engraved in the ring?” “I’ll gift-wrap this while Mary rings it up.” 2. Alternate Choice (offers options). “Will this be cash or shall we put it on your account?” “Would you like to wear it or shall I wrap it for you?” 3. Inducement (creates an incentive to buy). “I can save you 10% if you make the purchase today.” “It’s the last one we have at this great price.” 4. Summary (reminds client you’ve fulfilled her stated needs). “You wanted a stainless steel watch for Jim that’s water-resistant, is easy to read and has a sweep second hand. This one is all that and more.” 5. T.O. (turn it over to an associate because you can’t close it but you perceive someone else can). “Let me have Joe, our gemstone expert, answer any questions you might have.” 6. Puppy Dog (like when buying a puppy, customers need reassurance they’re not “stuck with it” if it doesn’t work out.) “Take it home to her. If she’s not thrilled with it, bring it back and we’ll find something she likes better.” Next Month: Overcoming Objections – by Christine Anzell & Jack Levenson Christine Anzell and Jack Levenson are well-known sales trainers in the jewelry industry.