September, 2009

Christopher Mee Lead Marketing Strategist Advertising Educators

How to Close More Sales
Do your salespeople determine what the best option for the customer is and then present it to them? If they do, they are giving the customer an easy opportunity to say no. Even if the customer says, "I will need to think about it," anyone in sales knows that this usually means no. To close more sales, provide more than one option. Presenting three options is often the best approach. More that three options and consumers are likely to become confused. Less than three options and the lack of choice makes it easy to say no. The goal of presenting options is to give customers the opportunity to pick the choice they feel is best for them, rather than being forced to make a yes or no decision. Phrase the closing question this way, "which option do you think would be best for you?" and you will make more sales by empowering customers to make their own decision, instead of them thinking that you made it for them.

Are You Selling or Helping?
During a meeting with Charles Gibbs, President of Target Niche Marketing, Charles shared a strategy with me that he employed successfully during his sales career. While most salespeople think it is their job to sell, Charles felt that his role was to "help people to buy." Think for a minute about how this one very simple statement disarms the customer. Most of us are fearful of being sold and are distrusting of salesmen. We may say that we are "just looking" but rarely is this completely true. If someone got in their car, drove to a store, and walked through the entrance, they are probably looking to buy. Charles had a very successful career selling Mercedes-Benz motorcars. By helping his clients to buy, he was able to quickly establish the foundation for a longterm helping relationship. No one wants to be sold, but most everyone would appreciate a little help when they are contemplating a significant purchasing decision.