Do you recognise buying signals?

Robert Gerrish Now I don't want to cause alarm, but to put this week's story in context I need to tell you that I started my working career as a used car salesman.

Trust me, I was honest. No really.

While this was quite some time ago (Stevie Wonder cleaned up at the Grammy Awards that year), I learned some skills that continue to serve me well. One was to always be aware of buying signals.

Buying signals are signs that may just indicate your prospect is close to making a purchase. Here are some classic examples which may help you recognise them when they come your way:

Visualising language abounds

In the car business this came across with phrases like: "I wonder what my neighbours will make of the colour?" or "I can just see the kids in the back."

Going over things more than once

This may be repeating something that's just been discussed or getting you to go over precisely how your fees are charged. "Can you break down exactly how much it was again, including all costs?"

Nudging your boundaries

Questions that challenge aspects of your procedures often indicate pre-sale playfulness. "You asked for a deposit of $2000. Would you accept $1000?"

The cheesy salesman's response would be "If I did, would you take delivery on Thursday?"

Almost all references to money

If your prospect tells you it's too much, surprisingly this often indicates a near-readiness to buy...subject to some more convincing on the basis of value.

Your response to questions of this kind may be something like "If my involvement resulted in a three-fold increase to your bottom line, would that be good value?"

Questions about timing

When the talk shifts to start times and program duration you're pretty well home and hosed and the magic words "What do we do next?" is a good indication the sale is in the bag!

So what do you make of this and what signals do you have to share? Spill the beans below.

Until next week.

Love your work,

Robert Gerrish is Flying Solo’s managing director and founder and works as a business coach, professional speaker, business commentator and consultant. He’s the co-author of Flying Solo – How to go it alone in business.

4 comments | Add your own

Speaking as a self-confessed specialist in selling, I fully agree, Robert, but add the caveat "show me the money!" Grant Hyman from Sydney | Read my articles
As sales people we often forget to ask our clients to buy our products. They are just waiting to be given the opportunity. Hear the buying signals but there is nothing wrong with asking for the "business" . Ask those who are just looking as well and you might be surprised! Jeff from Sydney
Excellent points Rob. I am from a retail optical background and we were often happily waylayed by indecisve customers that were just dying to see (excuse the pun) the value in the product that they wanted. It is important in the sale process to put the language to the customer into their ownership and start using pointed closed questions to allow them to ratify their decision and to free you up to help the next person. eg" Do you prefer the red or the blue?" or "You are more comfortable in the stronger titanium frames because you are wearing a quality . . .".
Very quickly the customer will be puting their questions into their ownership too -a major step toward handing over the money" Big smiles all round!
Thanks for your great news and blogs. I really enjoy the guest writers too. Keep up the great work (aaaahrg / when was it ever work?) Dale from Bunbury
Totally agree! Having just recently completed a large "mystery shop" job for a client, as the mystery buyer, I was very surprised at the salespeople's inability to pick up on buying signals and use the emotional benefits of the product, to translate it into a sale. Thankfully though, there was one salesman that excelled above all others, and as Dale so rightly points out "put the language to the customer into their ownership..." Dee from Sydney

4 comments | Add your own

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