Tom Hopkins wrote…”You must see the benefits, the features and the limitations of your product or service from the buyer’s viewpoint.” You must weigh them on their scale of values, not your own. Once you are able to do that, you will be able to concentrate on your job of serving them. You will be able to empathize with their situation, their specific needs and radiate the confidence that you can help them.
There are certain signs you will begin to notice when they are ready to go ahead with your product or service.
1.When they change the pace of your discussion — either by slowing it down or speeding it up.
2.When they start asking more questions about the product or service.
3.When they become more relaxed and less businesslike.
4.When they favor your test close. This would be a question about installation or start up of service that they answer without hesitation or when they give you an objection.
Now that you know they’re ready, where do you close? Anywhere. If you are in their office, your showroom, your car, or even a restaurant, if they’re ready, put your pen to paper. For many people there is a certain excitement about executing a decision, right now. Most of us feel joy and relief at having the mental strain behind us. We now see only the benefits of having the product or service already working for us. Don’t spoil that mood for your customers by insisting on getting back to the office or somewhere where you’re comfortable to start writing up the agreement.
Once they understand that your main interest is in serving their needs, not your own pocketbook, they’ll relax and let you see exactly what they see through their eyes.
