Converting Prospects
Q: As a branch manager, my position requires me to be on the sales side of things when it comes to closing a deal. My difficulty lies in the fact that I cannot seem to get the prospect to sign on the dotted line or they’ll say something like “We'll call you back” or “We have to think about it.” Is there anything I can do to convert the prospect into a customer?

A: Thank you for contacting the Sales Advisor Marvin. The ultimate goal of consultative selling is to convert the prospect into a valued customer.

Salespeople often ignore the fact that a sale is only made when the customer decides to buy. There are things the salesperson can do to stimulate the prospect into making a final decision, but the customer must be ready to make a decision. One tactic is to place yourself in the customer’s shoes and think about how you want to be sold. Consider the following:

• Needs. The product or service is one that will either solve a present problem or prevent a future one. The salesperson has to demonstrate and outline what the product or service will accomplish for the prospect and how it fits his or her needs. The prospect needs to feel that the salesperson has a complete understanding of his or her specific needs and is helping satisfy these needs with a personally tailored benefits plan.
• Relaxed atmosphere. Buying decisions are made by prospects who are comfortable with the pace of the sales process. Pressuring a prospect into making a decision with statements like, "This is the last model," "The sale ends tomorrow," or "Beat the factory price increase by purchasing today," can backfire and result in the prospect delaying his or her decision or refusing to order at all.
• Values. Prospects want to see the value before the issue of price is discussed. The salesperson must highlight specific features of the product that will prolong its longevity and performance over similar products in the marketplace.
• Pricing. The prospect wants to be presented with the bottom line price before making a decision. Once a commitment has been established, extra charges for delivery, installation, etc., are not welcome.
• Removal of risk or failure. Ask yourself if you have removed or minimized any risk for the prospect making the decision? Your prospect is looking for some guarantees and trusting you that by saying "yes," there will not be cost overruns, downtime, lost productivity, loss of face by selecting you as a supplier.
• Articulate the benefits of moving forward. Ask yourself if you have created a credible reason why your prospect should move forward within an allotted timeframe or by a certain date. Will the prospect, by making this decision, reduce his/her production timeframes, turnaround times, increased discounts, receive free delivery, take advantage of warranty provisions or inventory clear outs etc?
• Justify. Ask yourself why the prospect should purchase your company’s product/service? Why should the prospect choose to work with you as opposed to a competitor? Why making a decision is better than sitting on the fence.

During a sales presentation, a successful salesperson can sense verbal and non-verbal buying signals projected by the prospect. These signals are important indications from the prospect that they are approaching a decision. Some clues to look for:

• Verbal communication. Some salespeople keep a mental record of whether the prospect's statements or responses to questions are negative, neutral or positive. Ask questions concerning price, delivery, terms, quantities, benefits and service and evaluate the feedback you receive.
• Body language. Watch the prospect's body language carefully. Is the prospect nodding in agreement with the points being made? While outward appearances can sometimes be misleading, key buying signals are often expressed in subtle ways. For example, if the prospect is sitting with open arms, this indicates receptiveness. A prospect that leans forward and listens carefully to what you have to say is also a good sign.