August '17

For the Business of Apparel Decorating

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12 || P R I N T W E A R A U G U S T 2 0 1 7 Jeffrey Gitomer is the author of The Sales Bible, Custom- er Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Get - ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM!. His website,, will lead you to more information about training and seminars, or email him personally at SELLING SMART B Y J E F F R E Y G I T O M E R Q uestion: When is the prospect ready to buy? Answer: He or she will tell you if you just pay attention. The link between the presentation and the close of the sale are buying signals. Recognizing the signals to buy is one of the nuanced areas in the science of selling. When you get a buying signal, the science is you acting. The nu- ance is your ability to recognize the signal. If you listen to the buyer, he or she will give you the signals. One of the problems is that sales- people don't listen very well. KNOW THE SIGNS Buying signal quiz: The biggest buying signal is: (A) Body signal or body language (B) A question asked by the buyer (C) An objection Is it (A) body language? No! That is a manipulative piece of crap! Is it (C) an objection? Sometimes. The buyer is asking for informa- tion in addition to what you said, or different from what you said. The real answer is (B), a question. When you hear the question, that's your signal to begin to ask for the sale or know that the sale is imminent if you answer in a way that reduces risk or creates some green light to enable them to move forward. As a professional salesperson, your job is to recognize the question and then convert it to a sale. Recognizing it is the hard part. Here are common buying signals to look for during the sales process: 1. Questions about availability or time. Are these in stock? How often do you receive new shipments? There is a principle in sell- ing, which is the principle of leaning forward. Questions make the prospect lean forward with interest to the answer that you provide. When you understand these signals, you're going to notice them all the time. Your job as a salesperson is to get the prospect to lean forward with interest. 2. Questions about delivery. How soon can someone be here? How much notice do I have to give you? Answer their ques- tion, and at the same time ask them a question to begin confir- mation of the sale. 3. Questions about rates, price, or statements about affordabil- ity. How much does this cost? What they are saying is, "I want it!" The only question is, how much? That leads to our next question. 4. Questions or statements about money. How much money would I have to put down to get this? This is a huge buying sig- nal. When someone wants to know the price, what the terms could be, or even if they are objecting to it, it means that they are interested in it. 5. Asking positive questions about you or your business. How long have you been with the company? This is asking about you as a salesperson. Will you be there to serve them after the sale? How long has your company been in business? They want to know about security, safety, and ensure a lower risk. 6. Wanting something repeated. What was it that you said be- fore about financing? Tell me about that again. If prospects want to know about it again, that means there is an interest. A buying interest. If you tell them about it again, then you ask them if they want to place the order now, or if they want to hear more again. Getting a Signal Early warning signals that the prospect is ready to buy

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