Step 1 - Reading Buying Signals

After prospects negotiate each stage of the mental buying process and are ready to buy, they often give you a signal. A buying signal refers to anything that prospects say or do showing they are ready to buy. Buying signals hint that prospects are in the conviction stage of the buying process. Here are several ways prospective buyers signal readiness to buy:

Ask questions – “How much is it?” “What is the earliest time that I can receive it?” “What is your service and returned goods policy?” At times, you may respond to a buying signal question with another question. This helps determine your prospect’s thoughts and needs. If your question is answered positively, the prospect is showing a high interest level and you are nearing the close.

Asks another person’s opinion: The executive calls someone on the telephone and says, “Come in here a minute, I have something to ask you”, or the husband turns to his wife and says, “What do you think about it?”

Relax and become friendly: Once the prospect decides to buy a product, the pressure of the buying situation is eliminated. A state of visible anxiety changes to relaxation because your new customer believes that you are a friend.

Pull out a purchase order form: If, as you talk, your prospect pulls out an order form, it is time to move toward the close.

Carefully examine: merchandise – when a prospect carefully scrutinises your product or seems to contemplate the purchase, this may be an indirect request for prompting. Given these indications, attempt a trial close: “What do you think about?” If you obtain a positive response to this question, move on to close the sale.

A buyer may send verbal or nonverbal buying signals at any time before or during your sales presentation. The accurate interpretation of buying signals should prompt you to attempt a trial close. In beginning a trial close, summarise the major selling points wanted by your prospect. If you receive a positive response to the trial close, you can wrap up the sale. A negative response should result in a return to your presentation or to determine objections. In any case, a successful trial close can save you and your prospect valuable time, while a thwarted trial close allows you to assess the selling situation.

Good closers have a powerful desire to close each sale. They have a positive attitude about their product’s ability to benefit the prospect. They know their customers and tailor their presentations to meet each person’s specific needs.

Good closers prepare for each sales call. They take the time to carefully learn the needs of their prospects and customers by observing, by asking intelligent questions and most of all, by earnestly listening to them. To be successful, salespeople should know their ABCs. ABC is an acronym for Always Be Closing. Be alert for closing signals and close when the prospect is ready to buy.

The successful salesperson does not stop with the prospect’s first no. If a customer says no, determine the nature of the objection, and then return to the presentation. After discussing information relative to overcoming the objection, use a trial close to determine if you have overcome the objection and then determine if there are other objections. If resistance continues, remain positive and remember that every time you try to close, you are closer to the sale. In addition, always ask for the order and then be silent.

Body Language Gives You Clues

People learn from a very young age to communicate their needs, likes, and dislikes through nonverbal means. The salesperson can learn from a prospect’s raised eyebrow, a smile, a touch, a scowl, or reluctance to make eye contact during a sales presentation. The prospect can communicate with you without uttering a word. An ability to interpret these signals is an invaluable tool to the successful sales professional. In conjunction with interpretation of body language, the salesperson’s skilful use and control of physical actions, gestures and overall body position also are helpful.

The buyer can send nonverbal signals via five communication modes. They are the body angle, facial expression, arm movement or position, hand movements or position and leg position. These modes send three types of messages:

1. acceptance,
2. caution, and
3. disagreement.

Acceptance Signals

Acceptance signals show that your buyer is favourably inclined toward you and your presentation. These signals give you the green light to go ahead. While this may not end is a sale, at least the prospect is saying “I am willing to listen.” What you are saying is both acceptable and interesting. Some common acceptance signals are:

Body Angle - Leaning forward or upright at attention.

Face - Smiling, pleasant expression, relaxed, eyes examining visual aids, direct eye contact, positive voice tones.

Hands - Relaxed and open, performing business calculations on paper, holding on as you attempt to withdraw a product sample or sales materials, a firm handshake.

Arms - Relaxed and open.

Legs - Crossed and pointed toward you or uncrossed.

Caution Signals

Caution signals alert you that buyers are either neutral or sceptic toward what you say. Caution signals are indicated by:

Body Angle - Leaning away from you.

Face - Puzzled, little or no expression, averted eyes, or little eye contact, neutral or questioning voice tone, saying little and then only asking a few questions.

Arms - Crossed, tense.

Moving - Fidgeting with something, clasped, weak handshake.

Legs - Moving, crossed away from you.

Caution signals are important for you to recognise and adjust to for two main reasons. Firstly, they indicate blocked communication.

Secondly, if caution signals are not handled properly, they may evolve into disagreement signals, which causes a communication breakdown and makes a sale difficult. Proper handling of caution signals requires that you:

• Adjust to the situation by slowing down or departing from your planned presentation.
• Use open-ended questions to encourage your buyers to talk and express their attitudes and beliefs. “Have you ever been interested in improving the efficiency of your workers?” or “What do you think about this benefit?” are examples of open-ended questions.

Carefully listen to what buyers say and respond directly.

Disagreement Signals

Disagreement signals tell you at once to stop the planned presentation and quickly adjust to the situation. Disagreements, or red-light signals, show that you are dealing with a person becoming uninterested in your product. Anger or hostility may develop if you continue the presentation. Your continuation can cause a buyer to feel an unacceptable level of sales pressure resulting in a complete communication breakdown. Disagreement signals may be indicated by:

Body Angle: Retracted shoulders, leaning away from you, moving the entire body back from you or wanting to move away.

Face: Tense, showing anger, wrinkled face and brow, little eye contact, negative voice tones or may become suddenly silent.

Arms: Tense, crossed over chest.

Hands: Motions of rejection or disapproval, tense and clenched, weak handshake.

Legs: Crossed and away from you.

You should handle disagreement signals as you did caution signals, by using open-ended questions and by projecting acceptance signals. There are four additional techniques to use.

First, stop your planned presentation. There is no use in continuing until you have changed disagreement signals into caution or acceptance signals.

Second, temporarily reduce or eliminate any pressure on the person to buy or to participate in the conversation. Let the buyer relax as you slowly move back to your presentation.

Third, let your buyer know you are aware that something upsetting has occurred. Show that you are there to help, not to sell at any cost.

Finally, use direct questions to determine a buyer’s attitudes and beliefs such as “What do you think of…?” or “Have I said something you do not agree with?”