I have been selling professionally for around 45 years, and one of the things that I hear from both young sellers, as well as those that have been in business for a while and may not have bothered with sales training, how often they believed they had the sale but just could not get the sale over the line. However, there is one small thing that they tend to overlook or have never understood in the first place, and that simply is that most people avoid making decisions.
People need to feel comfortable when they reach an agreement - they dont want to make a decision to buy; otherwise they may just find a reason not to make a decision in the first place. Its always easier to agree than to decide. So, ask for an agreement, not a decision. Your smoothness of closing techniques will make the decision for them. You only need to get them to agree. Try this phrase: You would have to agree with that, wouldnt you? and you will get a Yes the majority of the time.
As an example, this can be typical of a foursome visiting a restaurant for the first time. And even though all had only heard good reports about the restaurant, indecision becomes the main topic of conversation once the menus are presented. Typically, everyone scours this culinary bill of fare, they discuss it, and one by one they place the menus on the table. The waiter comes along a little while later, but no-one is ready, no decision has been made. So out come the menus again, and again no-one can decide. Then one person says they are not too sure about their entrees or dinner, but would like the strawberries for dessert. In the next ten seconds everyone is prepared to order strawberries for dessert. Why? Because they have all made a minor decision. The waiter returns and suggests three types of entrees and two main courses. Instantly decisions are made. A minor one at first, then the major decision prompted by the only salesman at the dinner table - the waiter.
So, if any decision which may not seem to be 100% correct at the time was made by your prospect, he or she would undoubtedly feel they are not making a good decision, and therefore would not want to go ahead with the decision that may prove to be a bad decision in the long-run. A decision with a 95% commitment is no more a commitment than a decision with a 5% commitment. You need 100% commitment for that decision to be made and held to. And that is where salesmanship comes in. Salesmanship - by knowing what to say and do at what time, and then, how to do and say what needs to be said to close.
The fact that the majority of people generally avoid making decisions is one of the really important things salespeople and small business owners alike need to understand. Its true, and in general, most people avoid making a decision, and whenever possible, would prefer to leave it to others to make that decision for them.
So, if any decision which may not seem to be 100% correct at the time was made by your prospect, he or she would undoubtedly feel they are not making a good decision, and therefore would not want to go ahead with the decision that may prove to be a bad decision in the long-run. A decision with a 95% commitment is no more a commitment than a decision with a 5% commitment. You need 100% commitment for that decision to be made and held to. And that is where salesmanship comes in. Salesmanship - by knowing what to say and do at what time, and then, how to do and say what needs to be said to close.
So, if any decision which may not seem to be 100% correct at the time was made by your prospect, he or she would undoubtedly feel they are not making a good decision, and therefore would not want to go ahead with the decision that may prove to be a bad decision in the long-run. A decision with a 95% commitment is no more a commitment than a decision with a 5% commitment. You need 100% commitment for that decision to be made and held to. And that is where salesmanship comes in. Salesmanship - by knowing what to say and do at what time, and then, how to do and say what needs to be said to close.
Copyright Profit Maker (Aust) Pty Limited and Peter Collins, 2009, Sydney, Australia
People need to feel comfortable when they reach an agreement - they dont want to make a decision to buy; otherwise they may just find a reason not to make a decision in the first place. Its always easier to agree than to decide. So, ask for an agreement, not a decision. Your smoothness of closing techniques will make the decision for them. You only need to get them to agree. Try this phrase: You would have to agree with that, wouldnt you? and you will get a Yes the majority of the time.
As an example, this can be typical of a foursome visiting a restaurant for the first time. And even though all had only heard good reports about the restaurant, indecision becomes the main topic of conversation once the menus are presented. Typically, everyone scours this culinary bill of fare, they discuss it, and one by one they place the menus on the table. The waiter comes along a little while later, but no-one is ready, no decision has been made. So out come the menus again, and again no-one can decide. Then one person says they are not too sure about their entrees or dinner, but would like the strawberries for dessert. In the next ten seconds everyone is prepared to order strawberries for dessert. Why? Because they have all made a minor decision. The waiter returns and suggests three types of entrees and two main courses. Instantly decisions are made. A minor one at first, then the major decision prompted by the only salesman at the dinner table - the waiter.
So, if any decision which may not seem to be 100% correct at the time was made by your prospect, he or she would undoubtedly feel they are not making a good decision, and therefore would not want to go ahead with the decision that may prove to be a bad decision in the long-run. A decision with a 95% commitment is no more a commitment than a decision with a 5% commitment. You need 100% commitment for that decision to be made and held to. And that is where salesmanship comes in. Salesmanship - by knowing what to say and do at what time, and then, how to do and say what needs to be said to close.
The fact that the majority of people generally avoid making decisions is one of the really important things salespeople and small business owners alike need to understand. Its true, and in general, most people avoid making a decision, and whenever possible, would prefer to leave it to others to make that decision for them.
So, if any decision which may not seem to be 100% correct at the time was made by your prospect, he or she would undoubtedly feel they are not making a good decision, and therefore would not want to go ahead with the decision that may prove to be a bad decision in the long-run. A decision with a 95% commitment is no more a commitment than a decision with a 5% commitment. You need 100% commitment for that decision to be made and held to. And that is where salesmanship comes in. Salesmanship - by knowing what to say and do at what time, and then, how to do and say what needs to be said to close.
So, if any decision which may not seem to be 100% correct at the time was made by your prospect, he or she would undoubtedly feel they are not making a good decision, and therefore would not want to go ahead with the decision that may prove to be a bad decision in the long-run. A decision with a 95% commitment is no more a commitment than a decision with a 5% commitment. You need 100% commitment for that decision to be made and held to. And that is where salesmanship comes in. Salesmanship - by knowing what to say and do at what time, and then, how to do and say what needs to be said to close.
Copyright Profit Maker (Aust) Pty Limited and Peter Collins, 2009, Sydney, Australia
About the Author:
Just about everyone avoids making decisions - and that includes you To many people making decisions is simply too hard
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