While traveling around the country conducting programs, salespeople often ask me how to get the customer to buy before the end of their sales month or fiscal year. Please donít shoot the messenger, but the reality is, customers are on THEIR timeframe, NOT yours.
So the question I like to ask the sales professionals is this: ìWould you rather your customer buy later orÖnever?î Funny how the response is always the same! A brief pause, then followed by the word, ìlaterî. OK, then, so considering the facts, what CAN you do to speed up a sale?
Below are some more specific questions as they relate to this subject and some possible strategies you and your sales teams can use right away to influence the decisionósooner.
Q: ìIf I tell the customer that she will save money by signing the agreement before the end of the month, does that strategy work?î
A: The answer is that ìit dependsî. How fast does your customer need the product/service solution you are offering? A discount offered at the end of the month or just before the commission check is cut usually doesnít matter much to your customer. Donít believe me? Try it and see what happens!
Q: ìIíve tried this approach and itís worked once or twice. So, why doesnít it work every time?î
A: The reality is, you donít want this approach to work, unless you are receiving a rebate (like the automobile manufacturers) on an end-of-month deal. Also, beware that if the customer is always just looking for the lowest priceóthis is probably not a long-term loyal customer; but one who buys from the supplier with the lowest price. That means the next supplier who offers the lowest price will get the business. So, before lowering your prices, ask yourself if itís worth it.
Q: ìBut my company looks at my sales monthly. How do I get the customer to hurry up and get the order in?î
A: If you are in some type of time-sensitive business, and most of them are, create a sense of urgency in your approach. For example, do you need to schedule the manufacturing or distribution to suit your customerís specific deadline? If so, tell the customeróbut not in a threatening way. If your business is dependent on a consultants or engineers time, the calendar books us quickly and you need to share that with your customer.
Truth is, almost ALL customers have a deadline for installation, distribution, and/or implementation. You need to find out what that date is, and then act as a professional sales consultant to see that their need is fulfilled on a timely basis WITHOUT resorting to a threat.
Remember to skillfully put the ball in the customerís court and youíll find that business will close faster. Good luck! (c) Renee Walkup, SalesPEAK, 678 587-9911 www.salespeak.com |
