Predictably, people buy when they’re ready to buy, not when we’re ready to sell. So, for the successful salesperson, the goal should be to be there for them when they do.
There can be many reasons a prospect won’t close, of course. They might not be financially ready. Or, perhaps, despite a great sales presentation, they’re not convinced that boat or service is as good as you say it is. Even when you think you’ve presented all the logical arguments and incentives for buying now, it’s important to remember prospects don’t always act rationally.
That’s an important conclusion of prolific New York Times best-selling author behavioral economics professor Dan Ariely.
The word that probably tops the list of consumers’ illogical weaknesses is the word “free.” When the price of something is perceived to be zero, customers get excited.
Ariely describes a Halloween when he handed a bunch of trick-or-treaters two Hershey’s Kisses. He then told the ghosts and goblins they could also have a small Snickers bar for free, or a very large Snickers bar for just one little Hershey’s Kiss. Clearly the big Snickers was the real deal — an eight-to-one return on chocolate. Why did most actually choose the small Snickers? They were drawn in by the idea that they were getting something for free. Tossing in an offering with your deal can help move your prospect closer to the sale.
So, what else can a salesperson do to get a prospect close? Regardless of whether there’s anything being offered free — or any other incentive for that matter — if closing doesn’t happen it is imperative to maintain contact with the prospect. That’s because we can never know for certain when a prospect may suddenly decide to move. And in these tough selling times we’re in right now, when sales aren’t coming easy, it takes more time than ever to remain competitive. Steady contact remains a key.
It’s also good to recall a secret of success, according to renowned management guru Tom Peters. It’s writing thank you notes. Every time there is any meaningful encounter with a prospect, taking time to write out a personal note of thanks can be a salesperson’s ultimate weapon.
But what about a phone call? That’s good, too, of course. But think about this: Lifting the phone is pretty easy and it’s usually viewed with less impact. Sitting down and writing out a note, however, signals a higher level of effort, respect and appreciation to that prospect. In these days of speedy but impersonal emails or tweets, the handwritten note seems lost and forgotten. But, even if it’s just a simple two-line hand-written scrawl, it will have more impact and be remembered more than anything quickly viewed on a smart phone, hands down.
Today, economic experts say the nation isn’t in a recession. That may be technically true, but the average person might differ. If we’ve learned nothing else about sales downturns in the boating industry from the past, we know our recreational products take a hit when the economy isn’t rolling. Moreover, we’ve seen how during such slow periods, it can easily take three months or more of consistent work and nurturing with a prospect before a sale is ever closed. Efforts made will reap the rewards.
The salesperson who has built up a relationship with the prospect by staying in touch and paying attention to the little details will be the master of the moment when that decision is finally made to buy.
