Buying Signs
As much as we would like for our customers to yell out, “I’ll take it” when they are ready to buy, it rarely happens. Sure, every rule has its exceptions but it is usually up to the salesperson to learn to recognize the buying signs. The skill of knowing when your customer is ready to buy is a big key to closing sales that you have worked so hard to make. The mistake that many salespeople make is in not recognizing that the customer has already made the decision to buy and they continue to make their sales presentation. The risk of doing that is that the customer will become frustrated that you are not paying attention to their buying signs and eventually they will leave. You made the sale once don’t waste everyone’s time by trying to make it again.
Buying signs can be obvious or very subtle. Some customers are just going to tell you, “Hey, I am ready to buy” or “Where do I sign.” Those cases are very easy to recognize and should be an obvious clue to you to stop selling. Another obvious sign could be something like, “Do you take credit cards?” They are asking you about a potential method of payment and that should tell you to stop selling. A subtle sign could be something such as a wink of an eye to their spouse.
A broad definition of a buying sign is:
Any question that is asked or statement that is made about the purchase after both trust and
value have been established in the prospects mind.
Buying signs come in all different forms and can come at anytime, for example:
- Can we get this delivered?
- This is just what we are looking for.
- What do you think, Honey?
It is also important to remember that a buying sign could come at anytime. If a customer knows exactly what they are looking for, it could come before you even begin your presentation. Be on your toes for the first buying sign and make sure you complete a sale that you have obviously already made. Your ability to recognize buying signs and then close the sale will ultimately save you time and increase your sales.
FINAO - Brad Huisken - President, IAS Training
