"It is as important to know when to stop talking as when to start."
Much has been written about the
"psychological moment" to make the close. Today most students of selling believe
that "the moment" can be created several times throughout the selling process.
We say, "Close early, close late . . . close anytime the prospect gives you the
indication that he or she is ready to buy."
Learn to watch for these buying signs:
Words and Questions. These are some of the most
important buying signs. What your prospect says and how he or she says it can be
very meaningful. Questions should almost always be interpreted as buying signs.
Some examples include, "What discount do you allow for cash?" or "When will this
take effect?" Generally speaking, questions indicate interest. Questions as
pointed as these tell you that your prospect is waiting for you to bring the
interview to a close.
Prospect's Attention. The prospect's attitude often
betrays his or her interest. The prospect leans forward, rubs his or her chin,
pulls an ear or scratches his or her head. These actions are revealing an
"almost persuaded" attitude. Likewise, when a prospect reexamines the product or
contract, the time has arrived for you to close.
An Act of Hesitation. When your prospect hesitates
just for a moment over one article or item, this is an important signal. You may
have uncovered the prospect's need and a reason to buy now.
Tone of Voice. Even a slight raising or lowering of
the tone of voice will give you an indication of interest.
Facial Expressions. Most people betray their
thinking in their expressions. Watch your prospect's eyes for a look of
interest. Many feel that eyes tell you more than words.
Stay alert - pay attention. Be able to recognize and
read your prospects through the body language and other indicators we have
described. Whenever you are reasonably sure you have a buying sign, then act -
attempt a close!
