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The sales team is one of the most important aspects of any modern business, but far too many companies are using outdated sales techniques to try and create new customers or make a bigger impression on their current clients. These old methods of selling were at their most popular in the eighties, when the competitive culture meant that the client’s were way down the list of priorities when it came to making a good sale. As modern businesses have tried to increase the number of people using their products and services, so it has become clear that a new set of sales management skills are required for the current client.
The modern client has different expectations of how they will be handled by the sales team, and if they do not like what they are receiving from one business, they feel perfectly free to move somewhere else. The rise of the internet has lead to customers having a wider range of choices than ever before, and this means that modern companies can no longer rely upon the sales techniques of previous decades. In order to ensure that you get the most out of any sales campaign, it makes more sense to try and improve the sales management skills of your team before they start trying to develop new business.
One method of improving the sales techniques of the team is to introduce them to modern selling skills. These include respecting the client, and learning how to present the company in the best possible way. The principle of this learning is that the client is the centre of the sales team, and the seller must be prepared to put the potential customer first during any sales negotiation. These newer skills mean that the seller learns how to develop a modern and professional style when it comes to opening up new areas of sales, and developing a strategy that allows them to reach out to new customers and those interested in the company’s products or services.
In order to learn new sales management skills, the sales team must adjust their whole world-view, the world view which has put the sale on a pedestal, and instead focus upon one which is more centered on the client. The seller will learn how to engage the client during negotiation, and manage them by addressing their needs and wants. By presenting the company’s products as the best option, including focusing upon unique selling points, the seller will be able to bring the client around to the sale easily and in a positive manner.
Sales Management Skills for the Modern Business
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Computers have become one of the most popular consumer products in the developed world with millions of new computers sold each month. One of the interesting things about this statistic, is that regardless of how popular computers have become, the average computer buyer knows little about what they should be looking for in a new computer and can be quite intimidated when shopping for a new desktop computer or laptop. It is because of this that the average computer buyer looks to the advice of their local computer retailer to steer them in the direction of a system that will suit their needs.
When charged with role of helping your customer choose a computer system that will best fit their needs and budget it is important to accurately determine what the computer will be used for, why they are looking to buy a new computer and what features will be of value. Here are the steps that I recommend to help the computer sales professional quickly identify a computer system that will offer the best value to a customer.
1. Determine why the customer is buying a new computer. Often the customer will be replacing an existing computer that they find slow or one that can’t run the software they wish to use. In a situation where the customer is unhappy with the performance of their existing computer, by asking this question you can determine that performance will be a key feature they are looking for in a new system.
2. Ask the customer what they will be using the computer for. I have lost track of the number of times I have had to suggest to a customer that going for the fastest machine available may not be such a good idea if all they are going to use it for is internet and email. When I say this, please don’t think that if a customer genuinely wants the fastest machine available that I won’t suggest they go for it. Rather I attempt to qualify their statement to understand if they really want the fastest system or some thing that is faster than their 7 year old Celeron with 256MB of RAM.
3. Identify what features are most important to the customer. You may have noticed that this question is left until after the first two. If a customer knows very little about computers, it is often the first two questions that will give you the best insight into what they are really looking for. The purpose of asking this question is to discover any other important features that may not have been identified and also to verify the importance of features you will have already deduced from the previous questions asked.
4. Ask the customer what budget they have. Sometimes people are looking to spend the least to get exactly what they want whilst others are looking for the best they can get for the budget they have to spend. There a high performance computers for 00 and high performance computers for 00, asking the customer if they have a budget in mind will help you to steer them in the right direction.
A good computer sales professional asks questions before they start explaining to the customer the differences between computer A and computer B. Asking information gathering questions like those above not only helps you to recommend a suitable computer system, it also makes the customer feel that they are being given sound advice and can improve the chance of a sale being made.
Computer Sales Techniques – Helping a Customer to Choose a Computer That Best Fits Their Needs
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We have learned already that in order to be the best of the best in New Home Sales that we must ask for the sale because 60% of my competition is not doing it. We have also learned that we must not allow negative thoughts to control our actions and we must practice having an Attitude of Gratitude. And we now know that we need to be prepared to ask for the sale by minimizing the possible rejections and objections that we will encounter. Now you are probably asking, “How do I do this?” It is easy to write about it and easier to read the theories behind it, but how do we apply this today? Action! We must put into action the material that we are internalizing.
There are multiple styles of sales closing techniques that have been discussed over the years. As I mentioned previously, generic sales manuals have taught many sales people techniques to improve their sales skills. I am venturing out on my own to state that even though these have proven effective, the closing techniques utilized 20-30 years ago may no longer be as effective. As time passes, consumers are educating themselves more about the products in which they purchase. They are also aware of the techniques taught by sales trainers. If you sat down with an educated business professional and tried the Ben Franklin close (listing the positives for purchasing on one side of paper and listing the negatives on the other whereas the positive column is longer than the negative), the consumer may be offended. Therefore, you just lost the sale.
There are some techniques though that when used at the right time, work. Figuring out the timing will take practice but usually comes naturally when we have earned the right to ask by building rapport and trust.
o The Power of Three Closes – Cost, Quality and Time combined are the trilogy of the classic business measurement. As salespeople, we utilize the power of three to summarize why a prospect should purchase. Incentives, Products and Benefits are three examples that you can use. For example: “If you buy today, we will be able to pay for your Closing Costs, Pre-Paid expenses, and Title Insurance Policy.” Or, “The home that you just saw is better-looking, better-built, and better-equipped than any other that you have seen. Correct?” By utilizing the “Power of Three” you create a mysteriously compelling reason to buy.
o The Alternative Close – This is also known as the “Either/or” close. This closing technique works when we have already assumed that the buyer is going to purchase, it’s just a matter of which one. For example: “Would you prefer the home with the red brick or the beige stucco?” At this point it is very rare to have a customer respond with “neither.” Usually, the prospect is deciding between what he/she considers their two best options.
o The Assumptive Close – This technique is similar to the alternative close because again, we are assuming the buyer has already made a decision to purchase. This is accomplished by taking the prospect to the next level by asking them, “When would you like to move in?” or “What will your friends and family say when you tell them about your new home?”
o The Multiple Yes Close (Minor Points Close) – This type of closing technique can and should be used throughout the sales process. By getting the customer to agree to minor points throughout the sale, it makes it easier to work up to the big “yes.” For example: “You mentioned that gas appliances were important to you. Are these the types of appliances that you had in mind?” “When you mentioned solid surface counter-tops, are these what you were looking for?” “Isn’t Radiant Barrier Roof Decking a great energy saving feature? Over time, it would pay for itself by reducing your energy bills, wouldn’t you agree?”
o The No Hassle Close – This closing technique again works with the assumption principal in that you begin to fill in the paperwork. When you fill in all of the forms for them, you take away a level of stress that can cause them to take it home with them so that they can “think about it.” It would be wise to include the loan application package as well. Many times, I would utilize this by asking them to clarify the spelling of their name and address as I began to input their information in the computer.
o The Summary Close – This is the simplest and most powerful close that you will use. After spending time with the prospect, asking questions, and demonstrating the features and benefits of the home to fit their needs, all that is needed is to summarize the key points of interest for them into one package. For example: “So, as well as the floor plan that you love, you are getting a nice covered patio, a fireplace for your enjoyment, and the large yard for kids to play in with the dog. How does that sound?” This works by repeating what the prospect has already agreed upon. It just sounds better in a package. Combined with the “Multiple Yes” close, this is extremely powerful.
As stated earlier, it is imperative to remember that closing the prospect with the wrong intention can and will lead to a loss of your income by losing the sale. Closing techniques to avoid are:
o The Compliment Close – Complimenting people to gain their favor is usually acknowledged by the prospect. You will lose sincerity and respect.
o The Distraction Close – When we attempt to close a prospect on the sale because we caught them at a weak moment can lead to an eventual cancellation. It is a waste of everyone’s time and is simply dishonest.
o The Doubt/Reverse Close – This principal is discussed that you show doubt in the product in order to get the buyer to disagree. It is absolutely ridiculous for a professional salesperson to show doubt in their product.
o The Embarrassment/Shame Close – By making the prospect ashamed or embarrassed only provokes negative feelings that will return to them after they have left your office. The very thought of you will re-ignite these emotions and cause them to avoid you in the future.
o The Deafness Close – When the home buyer offers an objection and you choose to ignore it, the buyer then feels as if you don’t care about them. If you do not know an answer, simply state that you don’t know but will find out and give them the answer.
o The Hurry-Up Close – Similar to the “Distraction Close,” by hurrying and not addressing any needs or concerns of the buyer, it will lead to an eventual cancellation. Our time is too precious to waste on writing “bad paper.”
o The Puppy Dog Close – By acting cute to invoke a positive response is quickly spotted as unprofessional. Many times, this can backfire as one partner may perceive you as being flirtatious with the other.
When we believe in the product that we are selling in addition to knowing that we are providing a need for the consumer, we never have to resort to manipulation nor dishonesty to convince the prospect to purchase. This relates back to whether or not your spiritual life is correct. When we choose to live a life of accountability to God, our Spirit within us will not allow us to continue to behave dishonestly. It is a lot easier to earn money by being honest with ourselves, our employers and our family than it is to live a life of deceit. Remember to sell with integrity!
New Home Sales – Closing Techniques
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