When
You’ve Asked for the Sale
How
many times have you seen this happen?
Sales Rep: “…and we can have them delivered to you
by the end of next week, just in time to have your facilities department
install them in the new building. Did you want me to go ahead and
draw up an order for 100 cubicles?”
Customer: (silence…)
Customer: (silence…)
Customer: (more silence)
Sales Rep: “…uhm, or we could start
with 25 if the price is too high.”
Oops! What a
big blunder.
The sales rep was on the right track. After summarizing his discussion
with the client, he adeptly used the trial
close. Yet, the
sales rep couldn’t stand the silence. It was deafening and he
could hear the sound of his watch tick-tick-ticking. After just
a few short seconds of silence, he caved and dropped the size of
the order and gave the client the impression that the
price was negotiable. Big mistake!
This is far
too common. People hate the void created the only response they
receive to a
question is stone cold silence. They find it deafening and they
get nervous. The immediately make killer assumptions… “The
client isn’t happy. She wants a price
break. I’m totally off.” Those killer assumptions can cause
a sales rep to leave money on the table when a client may simply
be thinking of how to proceed.
When you are
in a sales situation and you ask for the sale, the first thing you
need to do is to keep
your mouth closed. Don’t try to fill the void. As is often stated,
the first one to talk loses. In
negotiations, when this happens, generally the one who breaks
the silence first is the one who gives a concession. Some customers
or seasoned
negotiators use silence as a tactic because they know that many
people will simply crack as their mind rushes to create all sorts
of assumptions.
Most prospects
who fail to answer immediately are usually thinking out what you
have asked them. Am I ready to sign
an agreement? Is this exactly what we need? Shall we move forward?
Give them time to answer your question. They will either say yes
or provide you with an objection. If you are faced
with an objection, you still have an opportunity to move the
client to a close. At least
you’ll have a better idea of what it takes to move the customer
towards the actual sale.
Remember, after
asking the question,
hold your ground and wait for an answer. Don’t give the prospect
an easy way based on what you think they’re thinking. Let
them answer the question so that you know
where you stand.
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