Sales Training on Closing Skills
Closing Techniques for Research-Savvy Customers
There are many kinds of customers, but the most classic might be the “We’re just shopping." type of customer. When this customer presents him or herself to you, they like to make sure that you know they are “just starting the process” of getting estimates. They mention the internet research they’ve done, the model numbers or products they're just starting to look at, or where you fall in line with your competition on their estimate schedule. These "just shopping" customers need to be handled in a very specific manner.
First, avoid doing what all other companies do with these customers. Most companies will try to close these customers in 2 visits - the first visit to take measurements and the second visit to be scheduled after all other companies have provided a cost estimate. This strategy typically results in a frustrated customer. Afterall, all the customer wants is a quick and painless cost estimate. It's best to give this customer exactly what he or she wants, while also using some tact and skill. Here are 5 strategies for closing the "research savvy" customer...
1. Meet Your Customer In-Person. The first and approach to closing the estimate-getting customer is, go and meet with whoever booked the appointment in their home. Spend as much time needed in that first appointment gathering information and taking measurements.
2. Share Your Success Stories. The second step involves your time and attention given to your potential customer. Sit down at their kitchen table, ask for something to drink while you’re calculating the job cost. While you sit with the customer, tell them stories about other situations and homes you’ve seen that were similar to their home. This will start to establish trust and a level of comfort.
3. Gather Information. Give yourself time to gather all the necessary information and measurements in order to give them an estimate.
4. Show Your Credibility Book. You or your sales advisors should always carry a credibility book to represent your business. It’s a binder which should contain great articles about the company, testimonial letters, a certificate of insurance, and customer satisfaction surveys from other customers. Give this book to your customers during your visit to their home.
5. Provide a Cost Estimate at the First Visit. These customers, who are used to scheduling second appointments with other companies, will be dumb-founded that you can sit with them and in an hour of their time, figure out the job and give them an estimate. In my industry and experience, I hear things like, “All the other companies that came to give an estimate would have to go back to their office to figure it all out”. I reply that I would rather sit and get this done for them right away. I tell them that I know how frustrating of a process this can be and that I’d rather make it easier for them.
Using these techniques consistently, many customers make their buying decisions for me in the first sitting! For the customers who don’t make decisions for you right away, write your cell phone number on the top of the proposal and tell them to call you if they need help making a decision along the way. Emphasize that even if they’re unsure about their decision, they can still call with questions – that you’ll help them in any way you can. Before leaving the house, ask, “When do think you’ll be in a position to make a decision on this?” Whatever the customers’ answer, ask if it will be alright for you to call them on the date they mentioned, to see where they’re at with their decision?
Now, this is very important... Look them in the eye, shake their hand, and ask, “Are you sure that’s enough time, because I really don’t want to be a pest.” Then, you must call the customer back on the date and time that you agreed! These follow up phone calls for me usually begin with an apology from the customer, who then asks me when we can do the job.
Post-Close Your Customers to Prevent Buyers Remorse
Your customer has answered all your questions, you’ve built up some emotion in them, and now he or she has decided to go ahead and use your product or service. You can relax... you’re done, right? Not quite.
After a buying decision has been made, you should never rush out the door or skirt your customers away with some light conversation. Now is the time to cement the decision they’ve made by asking post closing questions like: Are you comfortable with going ahead with this? Is there any reason you’re going to regret doing this after I leave (you leave)? Do you feel comfortable with the price you’re paying for what you’re getting?
You see, one thing we fear subliminally is talking about what can be an obvious reason for cancellation after we’re not in front of the customer anymore …or buyers remorse. Customers have conversations with friends, family, and co-workers about their purchases. We would have to be fools if we didn’t know that other people will feed our customers with their version of what they did wrong, what they should have done instead, or the ever so popular “you paid too much” remarks.
A very professional approach after the sale is closed is to say this: “Mr./Mrs. Jones, I’m always working on how I present things to my customers. Can you tell me why you decided to go ahead with this today?” Then, be quiet, let them talk about everything from the quality of what they’re getting, the professionalism you’ve shown them, to why the price is what it is. Then, you should not only thank them but congratulate them on making such a smart well thought-out decision. Ask them if there is anyone they can think of, perhaps two or three people that you can call (once they’ve received your service or product) that would benefit from this experience the same way they will. That is cementing the sale or post closing.
There are many kinds of customers, but the most classic might be the “We’re just shopping." type of customer. When this customer presents him or herself to you, they like to make sure that you know they are “just starting the process” of getting estimates. They mention the internet research they’ve done, the model numbers or products they're just starting to look at, or where you fall in line with your competition on their estimate schedule. These "just shopping" customers need to be handled in a very specific manner.
First, avoid doing what all other companies do with these customers. Most companies will try to close these customers in 2 visits - the first visit to take measurements and the second visit to be scheduled after all other companies have provided a cost estimate. This strategy typically results in a frustrated customer. Afterall, all the customer wants is a quick and painless cost estimate. It's best to give this customer exactly what he or she wants, while also using some tact and skill. Here are 5 strategies for closing the "research savvy" customer...
1. Meet Your Customer In-Person. The first and approach to closing the estimate-getting customer is, go and meet with whoever booked the appointment in their home. Spend as much time needed in that first appointment gathering information and taking measurements.
2. Share Your Success Stories. The second step involves your time and attention given to your potential customer. Sit down at their kitchen table, ask for something to drink while you’re calculating the job cost. While you sit with the customer, tell them stories about other situations and homes you’ve seen that were similar to their home. This will start to establish trust and a level of comfort.
3. Gather Information. Give yourself time to gather all the necessary information and measurements in order to give them an estimate.4. Show Your Credibility Book. You or your sales advisors should always carry a credibility book to represent your business. It’s a binder which should contain great articles about the company, testimonial letters, a certificate of insurance, and customer satisfaction surveys from other customers. Give this book to your customers during your visit to their home.
5. Provide a Cost Estimate at the First Visit. These customers, who are used to scheduling second appointments with other companies, will be dumb-founded that you can sit with them and in an hour of their time, figure out the job and give them an estimate. In my industry and experience, I hear things like, “All the other companies that came to give an estimate would have to go back to their office to figure it all out”. I reply that I would rather sit and get this done for them right away. I tell them that I know how frustrating of a process this can be and that I’d rather make it easier for them.
Using these techniques consistently, many customers make their buying decisions for me in the first sitting! For the customers who don’t make decisions for you right away, write your cell phone number on the top of the proposal and tell them to call you if they need help making a decision along the way. Emphasize that even if they’re unsure about their decision, they can still call with questions – that you’ll help them in any way you can. Before leaving the house, ask, “When do think you’ll be in a position to make a decision on this?” Whatever the customers’ answer, ask if it will be alright for you to call them on the date they mentioned, to see where they’re at with their decision?
Now, this is very important... Look them in the eye, shake their hand, and ask, “Are you sure that’s enough time, because I really don’t want to be a pest.” Then, you must call the customer back on the date and time that you agreed! These follow up phone calls for me usually begin with an apology from the customer, who then asks me when we can do the job.
Post-Close Your Customers to Prevent Buyers Remorse
Your customer has answered all your questions, you’ve built up some emotion in them, and now he or she has decided to go ahead and use your product or service. You can relax... you’re done, right? Not quite.
After a buying decision has been made, you should never rush out the door or skirt your customers away with some light conversation. Now is the time to cement the decision they’ve made by asking post closing questions like: Are you comfortable with going ahead with this? Is there any reason you’re going to regret doing this after I leave (you leave)? Do you feel comfortable with the price you’re paying for what you’re getting?
You see, one thing we fear subliminally is talking about what can be an obvious reason for cancellation after we’re not in front of the customer anymore …or buyers remorse. Customers have conversations with friends, family, and co-workers about their purchases. We would have to be fools if we didn’t know that other people will feed our customers with their version of what they did wrong, what they should have done instead, or the ever so popular “you paid too much” remarks.
A very professional approach after the sale is closed is to say this: “Mr./Mrs. Jones, I’m always working on how I present things to my customers. Can you tell me why you decided to go ahead with this today?” Then, be quiet, let them talk about everything from the quality of what they’re getting, the professionalism you’ve shown them, to why the price is what it is. Then, you should not only thank them but congratulate them on making such a smart well thought-out decision. Ask them if there is anyone they can think of, perhaps two or three people that you can call (once they’ve received your service or product) that would benefit from this experience the same way they will. That is cementing the sale or post closing.
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