Buying Signals

Buying Signals


When buyers are ready to buy, they will tell you, but not with words. They will, however, send loud non-verbal signals. All you need to do is be able to read them.
Customer signals
When customers come into your sights, whether it is a retail store, at an exhibition or in any other environment, they will be sending you signals.
The signals that they send will include:
· I am just wandering around with no real interest in products and intention to buy.
· I am interested in this product, but am not currently anxious to buy.
· I am very interested in this and might well buy it if you can answer a few questions.
· I want to buy this, now!
When they are not ready to buy
When a customer is not ready to buy, it does not mean that they will not buy, but it does mean that you will need a different approach. Do remember also that if there are many customers around, spending a lot of effort selling to one customer may mean that you miss out on a lot of other easier sales.
Avoiding eye contact with you
When you look at them and they immediately look away, they probably do not need assistance right at this moment. Do watch what they are doing, because they may need some help soon.
If they are handling a limited range of products, spending time looking at things, then it may be a good idea to stand nearby, relaxed and ready to help (not anxious and ready to pounce). When they look at you with a longer glance, move toward them. If they keep looking, keep moving in and start the sale.
Making 'not now' excuses
If they say 'just looking' or otherwise indicate that they don't need help, then make an encouraging remark to keep them looking and back off. Still keep an eye on them to see if their demeanor changes.
Casual handling of the product
If they are casually picking up different products and dropping them back, perhaps not tidily, it can be a big nuisance for you as you tidy up after them (when they have left) but this may well be a symbol of a bored browser. As ever, keep an eye on them so you can move in when they change how they are behaving.
Looking at many different products
If they are wandering around looking at almost random products, spending a similar short time on each one, then they may again be a relatively bored browser.
Moving around quickly
When they are moving quite quickly around the place, they may be scanning for something or may be wandering. If they slow down, watch more carefully and move in when they are showing more signs of interest.
When they are ready to buy
When the person is ready to buy, or at least they are showing some interest, then you should also be ready to pick them up and move them towards the final close.
Spending time looking at one product type
When they are looking at one type of product, and especially if you have a broad range from which they are browsing only a small category, then they may well be interested in buying. Perhaps they need advice, so ask if you can help them decide.
The longer a person looks at one product type, the more likely they are to buy it. They are investing their time, which is a sure sign of interest.
Looking around for somebody to help them
If you see them looking around, catch their gaze, and perhaps raise your eyebrows a little to signal that you are ready to help. If they sustain the glance or raise their eyebrows too, move in to sell.
This is particularly significant if they are holding the product or have just spend time looking at a limited product range.
Asking questions about the detail
If, when you offer help, they get into more detail about the product, then they are likely to be becoming more interested.
If they ask about the functionality of the product, they may well have a checklist of things they are seeking, so ask for details of what they are seeking. You can also ask more about how they will use the product, from which you can advice on the best buy for them.
Asking about price
This is a good buying signal. You can tell them the price or you can ask how much they are looking to spend today. If they tell you, then you can help them find the best value for the money they have to spend.
Using possession language
When they pick up the product, they are getting a sense of owning it. This continues when they talk about how they will use the product -- which is a good reason for encourage this talk. Look for 'I' language. Get them to use it. Ask how they will use it. You can even talk about it as if they already own it, although be careful of being unsubtle and pushy.
Asking another person’s opinion
When they ask another person what they think about the product, they are likely thinking about buying the product and are seeking confirmation.
You might thus find yourself selling it to the second person also. Think about this when you are making the initial sale -- include whoever else is there in the sales talking, though do watch for whether the main seller wants to be the main focus or appreciates others being included.
Body state changes
Any transition in non-verbal communication will typically signal a change in mental state that may well indicate readiness to buy. If they suddenly relax after asking questions or discussing the product, this may well signal that they have changed mental state. Other signals includes changes in body position, gesture, skin tone, style of talk and so on.
Touching the money
If they touch their wallet or purse and especially if they get out cash or credit card, this is a very strong signal for you. Get to them and ask if you can help. If they say they want to buy, just take their money (and do beware of 'unselling' the product by your over-zealous and non-needed sales patter).


CLOSING THE SALE

One of the most essential skills in closing a sale is the ability to deal with questions, concerns and objections. To do this successfully, you need to understand the root of these questions, concerns and objections; how they come up in the sales process and how to address them.
To begin, I’d like to identify definitions for each of these terms. Then, I will call upon my own experience to provide some examples and solutions.
QUESTIONS
What are the questions we deal with? The way I see it, when we’re asked a question by a prospect, it’s actually a quest for more information. A challenge we might have is hearing it with the same sensitivity with which it is asked.
We are so involved in this industry, and so inundated with knowledge about all the details of kitchen and bath design, we often take things for granted, or assume certain things are standard knowledge. Our prospect, however, may have a totally different perspective. For that reason, we might not hear the question in the same way it’s meant, or we may misinterpret the intent with which it was asked.
Listening properly becomes the first step to successfully handling questions. We must make sure we understand the question. It never hurts to repeat the question back to the prospect to be sure we understand exactly what information is being sought.
However, this process shouldn’t seem to the prospect like it’s an interrogation.
My approach to handling a question is to listen calmly, making sure I understand it before I answer it. Of course there may be times when you get a question that you cannot answer without first getting additional information. In these cases, I suggest you write the question down in front of the prospect, read it back and indicate when you will give the answer.
Part of successfully answering a prospect’s question involves making sure the answer receives the client’s “buy in.” An example of this might be early in the information stage of a possible remodel project when the prospect asks, “About when will you be able to start our job?”
Your answer could be, “With our current schedule and product availability, we would expect to start in seven or eight weeks. Will that work for you?” Note the latter part of that answer: If you don’t ask, “Will that work for you?” you will not have finished the questioning process. If you don’t get an agreement, it will turn into a concern.
Now, what if the prospect asks, “What day will you be able to start our project?” I know in our company, our sales/designer would not be able to be exact without consulting with our installation manager (who sets the schedule). The way I believe this should be answered is, “I will communicate with my installation manager to get an exact date. I will give you a call tomorrow. Based on your agreement with that date, I will need to place your order. Will that be okay with you?”
What is neat about this kind of an answer is that it provides a conditional close. The prospect’s agreement is a close of the sale. If the prospect says yes, you can place the order.
In order to keep your selling attitude positive, remember that questions from the prospect mean your opportunity is alive and well. Prospects who are asking questions are actually saying, “Tell me more.” However, when you fail to follow through with the questions and give answers designed to provide the information they need, those questions can escalate to become concerns or objections, which can be much harder to deal with.
CONCERNS
Concerns are a little different than questions in that they are harder to uncover and more difficult for the prospect to articulate. To keep concerns to a minimum and at a manageable level where they won’t derail your selling process, it’s important for the salesperson to frequently ask questions such as the following:
· Is everything okay so far?
· Is there anything I haven’t done or information that I have not provided?
· I have found there are several areas where concern can be created, therefore, I need to know, are you comfortable with the design, budget and timetable we are working with before we go on?
· If you are comfortable, we need to go forward toward our final agreement. If not, we need to solve any concerns. Are you comfortable moving ahead?
· I’m prepared to go forward with the project – are you?
With these questions, you will help to identify any concerns and create the opportunity for them to surface and be dealt with.
If you don’t ask these types of questions early and often in your selling process, concerns will arise that can hinder your ability to close the sale. The longer you wait to identify and address these, the tougher they are to solve.
I believe questions require factual answers, and are answered by giving the prospect facts. Concerns also may be the client asking for facts, but their origin tends to be more emotion driven, and as such, they need to be answered with more emotion.
For instance, you might answer a price concern by saying, “I am sensitive to your budget concerns, however, I believe… (then you continue to review and sell).”
Our responsibility as sales/design professionals is to uncover any concern early, solve the problem and move on. Letting a concern go unacknowledged diminishes your opportunity to create a sale.
OBJECTIONS
Objections are likely to come in the form of a statement. For example, the top three objections I have found are: “Your price is too high,” “We want to think it over” and “We want to get more bids.”
I have good news about objections: There are not many. I would suggest you try to list the 10 most common objections you receive. I bet you will find it difficult to get past five.
Since you know what your objections will generally be, you can prepare your answers to the most common objections in advance. Remember, too, that many objections can be eliminated at the start by properly qualifying prospects. Ask questions such as:
· If we can work within the budget we have established, will we be able to move forward?
· Are you working with any others for designs and quotes on your project?
· Often people want to think over their design and investment. I want to make sure we don’t delay your decision and project, so let’s think it through as we go.
· I believe you would agree that would be best, don’t you?
When a question, concern or objection arises, I like to use the time-tested statement, “I understand how you feel (empathy), many people have felt that way (you are not alone), however… (transition to the solution).”
Please take my opinions, examine how you might change your communication and presentation skills, and raise your ability to handle questions, concerns and objections. When you hone these skills, you can prevent these three pitfalls from being a deterrent, and instead turn them into your allies.