| You must be able to coordinate your sales talk to | | | | "You've made an excellent choice Mrs. Jones." |
| service whatever step in the selling process the | | | | The salesman picks up two popcorn machines and |
| customer has arrived at in their mind. | | | | goes to the cash register to type up the order. He |
| Remember, the five fundamental states of mind that | | | | stopped selling because he closed the sale. |
| comprises the selling process are curiosity, interest, | | | | In the above example Mrs. Jones was most |
| conviction, desire, and decision and action. | | | | interested in the easy clean up. The money she |
| While you are giving your sales presentation pay | | | | would save was secondary, or of little concern, if |
| strict attention to how your prospect responds to | | | | any. She was mainly interested in how easy the |
| your sales talk. Of course, if the prospect is already | | | | popcorn popper was to clean because that saved |
| at the second or third stage of the selling process, | | | | her time and energy. |
| you should move on to the next stage. | | | | How do you test to see if a prospect is ready to |
| Always try to find out what the prospect wants | | | | buy? |
| most out of your goods. Some people will be | | | | You must give the prospect a chance to show how |
| interested in every aspect of your proposition. Some | | | | he feels about your proposition. Some customers will |
| will choose one, or two things that are of the | | | | make it known to you that they are ready to buy, |
| greatest value to them. | | | | still another customer may be ready to make a |
| Say a salesperson is selling a popcorn machine and | | | | purchase, but hides this from you. The best way to |
| they have told the customer all the benefits of | | | | find out if this type of prospect is ready to buy is to |
| owning one. | | | | give a closing appeal. |
| Salesman: | | | | Ask a question, such as, "How many of these can |
| "Mrs. Jones, this popper cleans up in a breeze. All | | | | you use Mr. Smith?" or, "We can fill your order |
| parts except the stand can be immersed in water | | | | immediately." or, "What sizes will you be needing?" |
| and dishwasher safe, so it will be easy to keep clean. | | | | This tests the prospect's interest and gives them a |
| This machine will leave few kernels unpopped. In fact, | | | | chance to buy. |
| each tasty morsel will be plump and wholesome. Our | | | | Don't make the mistake of asking the prospect how |
| little popper does the job of some of the more | | | | they feel about your proposition, or "Don't you think |
| expensive brands on the market and at a third of | | | | you should buy this widget?" The answer will |
| the price. And it will not only produce the best tasting | | | | probably be no. |
| popcorn, it will save you time, energy and money." | | | | If after all this, you discover the prospect is not |
| Mrs. Jones: | | | | ready to buy, no harm is done. But you have |
| "Did you say the popper comes apart and each piece | | | | implanted the suggestion of buying on their mind. |
| can be immersed in water?" | | | | How this plays itself out depends on what you say |
| Salesman: | | | | next. The prospect's interest in buying could grow, or |
| "Yes Mrs. Jones, everything but the stand. All of the | | | | fall flat. Start the selling process again from the |
| parts to the popper come apart for easy clean up. | | | | beginning. Because until the prospect is ready to buy, |
| They can be washed in your kitchen sink, or | | | | you are not through selling. |
| dishwasher. This will do away with greasy build up | | | | There is a danger in moving on to something else |
| since it only takes a little soap and water to clean it | | | | and not closing the sale at the right moment. The |
| and no elbow grease." | | | | customer may get out of the buying mood and |
| Mrs. Jones: | | | | began having second thoughts about making a |
| "How much is it?" | | | | purchase. They may loose interest in what you say |
| Salesman: | | | | next because you didn't reel them in when they |
| "It regularly sells for $19.95, but we've reduced the | | | | were ready. They may decide they can get along |
| price for our grand opening. Your price today is just | | | | without the item, or they may remember they have |
| $15.95." | | | | a bill to pay. |
| Mrs. Jones: | | | | When the customer is ready to buy give them the |
| "I'll take two of them. One for my mother and one | | | | opportunity, or when you're ready to close, they'll be |
| for myself." | | | | ready to quit. |
| Salesman: | | | | |