The Quicker The “NO’s” The Faster The “YES'” Learn To Love The No’s
Sales people do not ask for the sale nearly enough. According to Gallup, Seven out of every ten prospects say that they are the ones who have to initiate the closing process. The number one reason sales people say they don’t ask is the fear of being told “NO”.
Let’s turn the tables, change our perspective and learn to start Loving “NO’s” and doing all we can to encourage “NO’s” . The sooner we all see the “NO” as a success and not a failure the sooner we see our sales increase. After all the quicker we get to the “NO’s” the faster we get to “YES'”.
The opportunity costs can be staggering and include the sale, additional referrals and valuable sales time.
Overcoming the fear of “NO” can be difficult because it is based on deeply rooted values developed in our early childhood and maybe even in our DNA. Most of us avoid asking questions that might result in a “NO” because we are afraid that we will be unliked, embarrassed or unaccepted. In tribal times, being ejected from the safety of a group and sent out on our own meant almost certain death. It’s no wonder we have a strong need to fit in.
The irony is that we as customers have an expectation that professionals ask us to make decisions in order to move forward. In fact, if a professional does not ask us to buy after we have invested our energy, emotion and time into a sales process, we are deeply disappointed and usually conclude that the professional is incompetent and does not care about us. What this means is that when the sales person does not ask for the sale, the customer does not buy and usually shares their disappointing experience with many others.
Imagine if you experienced one of these scenarios.
You are visiting the dentist and you are informed that you are in need of a procedure that, if ignored, could negatively affect your health. Then the dentist gives you a brochure and says, “OK, thanks for coming in and visiting. Here is some reading material. You are free to leave. See Ya later”.
How about sharing a problem with a Lawyer and being told that it is serious and requires immediate action and then being told, ” It’s been great to catch up, Let’s talk soon”.
How about spending an hour or more with a sales person and sharing all of your desires and personal family information and then having the sales person offer you some information and suggesting that if you have any questions they are always there to help.
If this really happened you would not only be disappointed but you probably feel your time had been wasted and you would never return. Right?
Customers need, want and expect professionals to take the initiative in the sales process and ask for the sale. The opportunity cost for not doing so is staggering. So, what do I suggest? Let’s turn the tables, change our perspective and start Loving, Looking for and doing all we can to encourage “NO’s” . After all the quicker we get the “NO’s” the faster we get the “YES'”.
Here are five ideas I have been sharing that I think, might help you. Click Here to watch a Video
- Understand the purpose of asking for the sale.
The purpose of asking a customer to make a decision is not to get a yes, it is to get a “NO”. Getting a “NO” is a success not a failure. Getting a “NO” is the first step in helping the customer express their concerns, questions and objections which if kept secret, allow the customer to postpone the decision.
2. Ask a real Yes/No question.
If you do not ask a direct Yes/No question the customer does not need to give you a direct answer. For instance, ” Why don’t you come in any time? Why don’t you go home and think about it? My favorite, How does this sound to you? As you can see, none of these statements require a yes/no response. Let me suggest that a real close needs to include the following to qualify as a closing question.
A request for specific action, with a specific time, a signature and a check. Here is a sample: Mrs. Jones, Do you love what we have? (Yes/No), If so, let me suggest that we take the next step sign an agreement and collect a check? (Yes/No), In this case the check would be for $2,500.00 and would reserve this apartment so you can do your due diligence! How does that sound Mrs. Jones? Are you prepared to sign the agreement and give us a check today? Yes/No If it’s a No then then go back and listen and clarify and overcome and ask again.
3. Expect a “NO” and be surprised by a yes. Learn to overcome ZINGERS!
Customers need to have the opportunity to say “NO” so they can identify and verbalize their fears or concerns, before they can comfortably and confidently move forward. Understanding that there needs to be many “NO’s” before there can be a YES makes it easier to see a “NO” as a success. Infact, I suggest you plan certain closes early in the presentation that will almost certainly result in a “NO”. Always remember, “NO” is not a reflection on you but is a simple process to set the stage for serious reflection and decision making. When you get the “NOs” you need to be ready to Listen, clarify and prioritize the what you hear until you are able to get to the bottom of and properly deal with what is shared. I coach sales people to practice the So, So, Oh approach to dealing with the ZINGERs they most certainly will incur in every presentation, especially if they are asking for a close.several times during the presentation.
4. Ask for a close at least four or more times in every presentation.
Studies show that the average customer needs to be asked at least four times to express their concerns and objections before being comfortable enough to make a decision. Professional sales people need to be prepared with a process that allows time to ask the closing questions early and often throughout the presentation. this does not occur by accident. You want to have a process and a script that you can perfect to accomplish this goal.
5. learn and practice proven and effective closes that don’t sound pushy or awkward.
Sales people often report that they simply don’t know exactly what to say to ask for the close. Having a proven closing script that you have practiced and perfected can help to ensure that you have confidence to ask for the close in a confident and professional manner. I have included four proven closes here that are specifically designed for the Housing Industry and are guaranteed to make you sound like a pro.
Summary: Last always remember that if you can’t answer yes to these four questions you may not be in position to ask for a close at all and you may need to back track and start over.
Are you…. Making A Recommendation (A clear unambiguous request), To a Friend ( Someone with which you have established trust), to Take The Next Best Action Step ( a clear action that is logical and makes sense), Right Now.(at that moment)
I feel strongly that most salespeople could really benefit from understanding the process of closing a little better and learning that the need to Celebrate the No’s and be Surprised by the YES’s. I hope this was helpful.
Will Nowell is the President of Peak Performance Mystery Shopping and the author of one of the Best Selling “ValueMatch Selling, How To Sell What Matters Most”.
Peak Performance Mystery Shopping is a premier provider of Mystery Shopping services. William Nowell has been providing sales consulting and training in the Housing and Retirement industry for more than 2% years. Will Provides sales consulting and training to more than 10,000 sales people and has worked with many of the top Home Builders in the country to help them upgrade their sales process to sell value over price.
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