Every salesperson wants to hear the customer say “yes”. Some customers need a little more evidence to get them to that final positive decision. The right information delivered correctly by the salesperson can make the difference between getting the sale and not getting the sale. Let’s examine some effective methods to help get the customer past the final hurdle to a sale.
First of all, realize that the customer may not be objecting at all. The customer may simply be stalling their decision because of fear. Any customer who doesn’t by often has an overwhelming fear of making a mistake. To eliminate that customer’s fear, you must practice risk reversal techniques.
Before the customer leaves, return to the car they picked out and do a re-demonstration. Explain to the customer that you have something you want to share with them. Go over all the features and benefits they’ve asked for. If you talk numbers for more than fifteen minutes, people are in a logic-only mode of decision and their fear grows. You must have a solid combination of heart and head for effective selling. The new vehicle is the most effective place for this to happen.
Next, give then ample reassurance about their decision. Let your customer know that the hardest part of getting what you want is simply deciding to go for it. Explain that you understand that a decision involves cutting our all other possibilities, and this can be difficult for anyone to do. Reassure then that they are not making a mistake. “Based upon the vehicle you selected, the equipment you have selected, the deal you are getting, and what you want to accomplish, you are definitely not making a mistake.”
Use stories and anecdotes. Facts tell and stories sell. “Mr. Customer, if you go into your garage and you can’t find your keys – and you go back into your house to search and then you find your keys, will you keep looking? Of course you won’t I know in my heart, based upon what we have done, that you have found what you are looking for.”
Use the power of the future. “Mr. Customer, when you leave here today, what happens? Where do you go from here? You came in with a goal of purchasing a vehicle and if you leave here without accomplishing your goal, what happens next? Mr. Customer, 30, 60, 90 days from now, picture in your mind’s eye that you are buying a vehicle and driving off the lot, smiling and waving to the salesperson. Can you see that? What one condition is being met in this scenario that allows you to do business?” Understand that the future holds no pressure for your customer. You have asked the customer to visualize a positive result, which puts the customer into a buying state.
The key to having the customer say “yes” is in having them think and feel together. Emotions combined with thoughts can create the hope for gain they are seeking, while successfully eliminating their fear of risk and mistake.