Brian Tracy

Get Customers to Sell For You

Get Customers to Sell For You

By: Brian Tracy

Why People Buy

Fully 84 percent of sales in America take place as the result of word-of-mouth advertising. Some of the most important sales promotion and sales activities are those that take place between customers and prospects, between friends and colleagues, in the form of advice and recommendations on what to buy, or not buy, and who to buy from.

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The Endgame to Selling

This article by Brian Tracy was written to help promote 24 Ways To Close More Sales.

The Endgame to Selling

By: Brian Tracy

In golf, there is a saying that, "You drive for show, but you putt for dough." In selling, you prospect and present for show, but you overcome customer skepticism and gain commitment for dough. Your ability to answer objections and get the sale is the true test of how good you really are as a salesperson.

The True Test of Selling

This is perhaps the most stressful and challenging part of the sales process. It's where the rubber meets the road. It is your ability to answer the questions that the prospect puts to you and overcome his natural reluctance to make a commitment that wraps up the sales process. It is also the part of the sales process that salespeople dislike the most and which customers find the most stressful.

Plan It in Advance

Sales Closing Techniques - Think It Over

In my experience, people in sales situations have two big difficulties.

The first is in prospecting and opening the conversation.

The second is closing the sale.

Below Brian Tracy gives you tips to help you to improve your sales closing techniques and tells you how to handle the situation when your customer says "I want to think it over".

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Closing Techniques: The "I Want to Think it Over" Close
By: Brian Tracy

Saving the Lost Sale

There is a powerful technique you can learn called the "I Want To Think It Over Close."

This is the only way I know to save this kind of lost sale. You know by now that when the customer says, "I want to think it over," he is really saying "good bye."

You know from your own experience that customers do not think it over. They do not sit there carefully studying your brochures and price lists with a calculator and a pen.

People Are Often Ready to Buy

On the other hand, as many as 50 percent of the people you speak to are probably ready to buy at this point.

They just need a little push. They need some help. A buying decision is traumatic for them. They are tense and uneasy, and afraid of making a mistake. They may be right on the verge of saying "yes" and they need the professional guidance of an excellent salesperson.

But if you accept the "I want to think it over" at face value and depart, you will probably never get a chance to see them or to sell to them again.

Be Agreeable and Prepared

This is how you use it.

When the prospect says, "I want to think it over," you appear to accept it gracefully.

You smile agreeably, and begin packing your briefcase and putting your materials away. As you do, you make conversation with these words: "Mr. Prospect, that's a good idea. This is an important decision and you shouldn't rush into it."

These words will cause the prospect to mentally relax. He sees that you are on your way. His resistance will drop as soon as you stop presenting and trying to sell.

Ask Curiously

You then ask, in a curious tone of voice: "Mr. Prospect obviously you have a good reason for wanting to think it over. May I ask what it is; is it the money?"

Remain perfectly silent, watching his face. Smile gently. Take a deep breath and let it out slowly. This is a critical moment.

Wait Patiently

Again, you have nothing to lose. If you leave, you have lost this person as a prospect forever.

The worst thing that he can say is that he has no particular reason but that he still wants to think it over.

However, in many cases, he will reply by saying one of two things.

He will say,

• "Yes, I'm concerned about the cost."
   
  
• Or, he will say, "No, it's not the money."

Probe the Answer

If he says that "Yes, it's the money," you immediately go into a series of questions designed to deal with concerns about cost or price.

You ask things like,

• "How do you mean, exactly?
   
  
• Why do you say that?
   
  
• Why do you feel that way?
   
  
• How far apart are we?
   
  
• Is price your only concern, or is there something else?"

If he says that, "No, it's not the money," you reply by asking "May I ask what it is?"

Remain Silent

Again, you remain perfectly silent while you wait for his answer. In many cases, he will think about it for a few seconds, even a minute or longer, and then he will give you his final concern or objection. He will finally tell you what is really on his mind. He will tell you the real reason why he is hesitating about going ahead.

If you can now satisfy him on this final condition, you can go on to conclude the sale. You can say, "Mr. Prospect, what if we could do this...?" Or, "I think there is a perfect answer to that question."

Action Exercises

Here are two things you can do immediately to put these ideas into action.

First, memorize the words of this closing technique and practice it as you would for a play or movie. Role-play this technique with someone else if you can.

Second, use this technique as soon as possible, the very next time you hear those words, "Let me think it over." You can save sales that might be lost forever.

Brian Tracy Resources To Help You To Improve Your Sales Closing Techniques

The Art Of Closing The Sale  (affiliate link)


High Performance Selling (affiliate link)

These are available from BrianTracy.com (affiliate link)

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My Thoughts On The "I Want To Think It Over Close"

This is a great tip from Brian Tracy in what is a difficult situation.

You've worked hard to build rapport, investigate the prospect's problems and to present your solution.

And then the prospective customer says "I want to think it over".

While hard-nosed sales training may say that you must force a Yes or No, sometimes a buyer just isn't ready to buy.

And using high pressure techniques to compel the buy to do something when they are not ready, will damage the relationship, lose this sale and potentially the profit stream on all the future potential sales.

Brian Tracy takes a softly softly approach which can't upset the prospective customer but could bring the real issues to the surface.