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How to Close the Sale – Tips and Techniques
The questions many sales professionals ask are: “When to close a sale? How to close? How not to be pushy?” I still remember my first clients – a sweet young couple on their honeymoon in San Francisco. I was so enthusiastic and spent a lot of time presenting the beautiful photo they liked, telling an inspiring story about when and how it was taken and about the famous photographer Peter Lik. They loved it. They asked a lot of questions. They talked about this picture. Did they buy it in the end? No, they didn’t. Why? Because I didn’t close the sale. I presented the product and quit. I didn’t get them to buy it and didn’t close the sale. I just dropped them in the middle of the sale.
What would I do now in this situation? I would ask the simple question “Would you like to have a beautiful and very special memory of the most romantic time of your life?” I might also add: “Imagine that in 10 or 20 years you will still be looking at this picture remembering your wonderful honeymoon in San Francisco. You will be showing this picture of the Golden Gate Bridge to your friends, relatives and maybe your future children. The memory is priceless.”
Does it sound like closing and pushing to buy? No way. I see myself more as a friend who gives helpful recommendations or good advice. I really care about my clients and show it to them. Yes, I use one of my closing strategies, but they would never know it.
1. Close from the start.
No, it doesn’t mean you should ask, “Would you like to buy it?” from the first moment you meet the person. It means that you have to earn the client’s trust, build a relationship, find out their needs, ask questions, listen to him (her).
2. Learn to recognize when a customer is ready to buy. A customer might indicate that they are ready by asking questions about the product, your service, or the buying process, or they can show their willingness to buy nonverbally.
3. Don’t pressure or rush your client.
No one likes to be pushed or rushed, especially in a situation when they are spending their own money.
4. Respect their decision not to buy.
Not every customer buys and that’s fine. Do not show that you are upset or angry. “I spent so much time with you, why don’t you want to buy it?” I know one sales professional who not only calculated her commission in her mind, but also what she was going to buy with it while she was selling! Every time she didn’t make a sale, she was so unhappy because she felt like she lost real money.
5. Offer free trials, specific terms, discount and free bees.
People like to feel like they are getting a special treat and everyone loves free stuff. Find out from your manager what you can offer with each item/product to your customer. It’s amazing, but I’ve sold a lot of $500-1000 pictures just because I gave away an autographed book by the artist.
6. Ask the manger
This popular closing technique works very well in cases of discussing discounts or special offers. You might say, “I’d like to give you this discount, but I have to ask my manager about it (get special permission).” Then go and talk to your manager. Some sales professionals pretend they are having this conversation. They go to the back room and come back in a few minutes with good news. If you are a natural at playing it and it works, use it. In case of very large purchases I would recommend bringing a manger and asking him (her) about the discount in front of a customer.
How does this technique work? You show your customer that you really want him/her to have the desired item, you make an extra effort, you help and support them, you “fight” the system to get a better deal. You will see that they respect you for it.
7. Give the customer time and space to think and talk about buying the product,
especially if you are dealing with a couple. They do need private time to discuss financial aspects of the purchase, where to place/hang a rug/picture, about color, size, model, etc. For example, we had a demonstration room in San Francisco Gallery where our customers could spend some time. alone time looking at the picture they want to buy and talking about it. It worked so well that we built another room!
8. Give them a chance to come back
This technique will only work if you already know the customer and have built a good relationship with them. For example, you can see and feel that after spending considerable time the customer is still not convinced to buy. In this case you can say, “I understand that this is an important decision for you to make and you need some time to think about it. When would you like to come back to discuss it further?”
Offer them a specific date and time, “Would you like to come on Tuesday or Friday? What time is best for you?” You can also add: “The reason I’m asking is because I’m away on Thursday and Saturday, but I really want to help you.” Again you are offering a service here and it is perfectly normal to discuss all possible options. If you have their phone number and have their permission to call – call and talk more on the phone. But please don’t call every day. It is very irritating.
9. Let them know now is the best time to buy
“We have this incredible 50% off because of extra stock”
“We only have this deal once a year”
“It’s a great buy because of the Christmas sale”
“The sale will last only 1 week”
“It’s the best time to buy because prices are going up”
“Summer is coming. Would you like to get a fan (or patio furniture) now as it might be sold out during the peak of the season”
10. Summarize the product description in just three words:
“It’s better, cheaper, cleaner than… old model/competitors/what have you”
“Faster, more modern, more reliable”
“Better build, more convenient, improved”
“Healthier, improved, organic”
This could be a good exercise for you. Write 3 main words describing the product you are selling. They should be really meaningful and great words about this specific product. Does it remind you of the situation when an HR person asks you about your top three characteristics during a job interview? Well, it’s the same process but instead of a product you “sell yourself”.
With high-end customers you can use words like “sophisticated, elegant, chic, urban, chic, classy, refined, polished, elegant” to describe the product you are trying to sell.
Don’t forget about green words like “ecological, ecological, wellness, organic, natural, whole, macrobiotic, health.” Many people like it, support the idea and love to know more. If they still don’t like this, it will be a great opportunity for you to provide your customer with information and educate them.
11. Act like your customer has already bought the product you are selling
This technique is based on the principle of ownership. If people start thinking they already have it, it’s harder not to buy. Most of us like to be owners. It also opens up an opportunity for future discussion.
“Where are you going to put the table?” you can ask. “I was thinking of putting it in the dining room,” your customer might reply. He (she) draws a picture in their mind thinking how it will fit the room.
“Who will use the computer – you or your children?”
There are dozens of other closing sales techniques. How and when to use them? Every situation and every client is different. Most importantly, practice, practice, practice. Use different approaches, experiment. The more you apply techniques, the more skilled a sales professional you will become, the more natural the closing process will be.
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