Step 5: Convincing

With good preparation, you are ready for the selling stage. After a very nice, warm and efficient welcoming, you managed to get the customer’s attention and they have agreed to spend time with you. After a phase of discovering the customer’s desires you have an idea of what to propose—linking the customer with what you have in your portfolio to sell. You present with flair, create desire, and, at the same time, reassure.

If everything goes well, you would probably have covered 70-80% of the selling process and created an irresistible desire in the customer to purchase. But still, things are not always easy. You are selling a high- end product, with a high price tag and with a significant decision making process.

Detect The Level Of Interest

During the presentation, the signs of interest are multiple and they are not difficult to perceive:

- Customer focuses on one product

When a customer starts to focus on one product or one offer: the customer stops browsing and selects a product for consideration

- Customer is available, relaxed

When the customer exhibits a relaxed mood, and is open to listening further: the customer will feel that it’s worth spending time with you.

- Customer questions

The customer starts to ask questions about the brand and products, and shows a strong interest

- Customer speaks about himself

This is a way for your customer to establish a good relationship: and it allows the sales advisor to be more precise in their advice

- Customer asks for more choices

Often seen as a lack of interest, a customer request is in fact a sign of buying interest. Why would a customer spend time considering more choices if he or she has no intention of buying?

- Customer inquiress about the price

As discussed, it is always advisable not to mention the price unless asked. Price is not the principal reason for buying! And, a customer who asks for the price is already showing a first sign of his willingness to purchase.

- Customer offers general reasons for not buying

In my experience, at some point in the conversation many customers have a tendency to mention general reasons for not buying as way to protect themselves from buying. It may be that the general economy is not good or it is not the right time to spend money. Customers may mention that they have already spent a lot recently and should be careful. All these general reasons reveal buying interest but indicate that the timing is not absolutely right and yet they are not truly objecting.

The most important signs of buying are the objections. But before understanding this, you need to be fully aware of the importance of fear.

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