It sometimes seems that potential buyers of our products or services come in one of two modes:
- Flat out not interested or
- Ready-to-buy, tongue out, wallet at the ready
Actually, unless you’ve made a serious error in your prospecting or marketing the prospect you’re in conversation with at any given moment will have at least some interest in what you offer – she won’t be at point 1. Her decision to buy, however, will only be made once that interest reaches such strength that it crosses some personal threshold.
Their threshold – that point where a person flips from their default non-buying mode into positive buying mode – is crossed when
- they decide the cost of not making a change is not an acceptable one
- the positive gain of changing is sufficient that it makes sense to take advantage of it
- the value they gain from the purchase sufficiently exceeds its asking price
- they trust that you can deliver on their expectations
Whether your potential customer is someone who has telephoned you or someone you’re speaking to face-to-face at a trade fair or networking event your sales process must be able to move them along the spectrum to their buying threshold.
Until that happens there simply is no sale.
Be sensitive to the fact that different people move along the spectrum at different speeds. Don’t push – but don’t be afraid to create and then maintain momentum. You need to be able to gauge where a given prospect is at any given time – and you need to understand what is required to help them move along. If you ask for the sale before they’ve reached threshold the answer will often be the intensely frustrating, “I’ll think about it”.
The more skillfully you guide your sales conversations the more of them will convert into real, paid business. It’s not difficult to do and The Core Stuff can show you how. Contact us now, tell us a little about your business and your current challenges and let’s talk.