Chapter 13

SENTENCES THAT TELL YOU THE OTHER PERSON IS SOLD 

Every good salesman instinctively, or consciously, looks for the signals that tell him the other person has been sold and that the time has come for him to ask for the money or the signature.

THE MORE EXPERIENCED and observant you are, the quicker you’ll detect the signals.   When you see the signal, don’t fail to reach out and grab the brass ring.   To keep on talking and selling once the buying signal has been flashed is poor salesmanship, and you’ll talk yourself right out of the sale.

Here are some good buying signals to watch for:

“How can I keep it bright and shiny?”

“Can it be dry cleaned?”

“Will ordinary polish be satisfactory?”

“Can it be used by two or more people?”

“Is this the best price I can get?”

“Will it scratch or get out of order easily?”

“Do you sell extra parts?”

“Do you deliver?”

“How long before I can get this model delivered?”

“When could you send it out to my home?”

“Is this the very latest model?”

When the buying signal is flashed, don’t continue to sell.   You might say something the customer hadn’t thought of and start him off on another trend of thought. 

WHEN THE BUYING SIGNAL COMES 

When the buying signal comes, get out the pan and order pad and drive for the close by some such statement as these:

“Will you take it with you?”

“Will delivery next Thursday be all right?”

“Where shall I deliver it?”

“Have you an account with us?”

“Which policy do you prefer?”

“When could we start?”

Customers may give the “buying flash” by some action, instead of by words, such as:

He may reach for his pen or checkbook.

He may step back to take a better look.

He may scratch his chin in decision.

He may rub off a spot and look at the label.

He may open up some part.

He may sit on the seat.

He may read the literature.

He may start the motor again.

He may turn on the switch.

He may pick up the contract blank.

Whenever the buying flash is SIGNALED, start the close.   The end is in sight.   Don't continue talking about the sale but about the terms.

A good influencer of people watches for the “sold signal” and stops when he gets it!

 THE ART OF QUOTING PRICE 

Many a sale has been lost because the price was fumbled, spoken in a hesitant manner, or hurled at the prospect indelicately.   There is a definite art in quoting price.   Learn this art.

When you lose a sale, it may be because you did not justify price.   You failed to make the “sizzle” so strong that the price was less and less important.

Many walkouts and many lost interviews are due to failure to make pricing small in importance to results and owner benefits.   Many sales are lost because the other person stalled us out of the sale, and we failed to keep on selling until a buying signal was flashed and the brass ring came into view.

AVOID “PRICE” TOO EARLY

Avoid an early question of the price.   Say, “I am coming to price, but first let me show you this feature.”   Or say, “first let me show you this.”   Or, “I'm glad you brought up price, for I have a surprise for you.   First, though, let me show you another benefit you will receive

If price is discussed before the prospect desires the product, price means nothing.

Avoid the expression, “how much?”   Do this by keeping the sale moving swiftly down the road of interest, of values, of results, of benefits and advantages.   Make it a parade of emotional interest.

Never pretend you failed to hear price.   This will cause price to rise from a molehill to a mountain in the mind of the prospect.   Meet it at once.   Very often when the customer says, “how much?”   You can answer indirectly by saying, “you can get them in several prices, but first let me show you our new Dirt Finder.”   Or you can reply, “it depends on which model will serve your purpose best.   Now let me show you the features of our two models.”

Let me repeat: when you do quote price, don't stop dramatically.   Keep on talking.   Price will then pass away into interest.   Dramatic pauses after prices quoted will cause the price to be highlighted. 

WEEKLY PAYMENTS SEEM LESS 

It is often best to break price down into the small weekly payment, rather than to give the total lump sum.

If the article or sales package you are selling has extras, quote them in the one price.   Don't quote a price for the article, and then the price for the extras.   Give one price for all.   If necessary, later on, inform the customer she can buy the main article or gadget and get the extras later on.

Never quote too high a price, or too low.   Strike a happy medium.   Too high a price scares many a customer, as well as too low a price.   Show a higher priced item or a lower-priced one, depending on the customer's reaction to the medium price.

When the customer tells you, “the price is too high,” say, “it may seem high, but it is the finest you can buy.”   Or agree the price is high and then outline two or three exclusive “sizzles” that will justify the high price.   It is often good psychology to say, “yes, the price is high, but worth it -- for you get this feature exclusively on this cleaner.   It is not found on any other make.   It is worth the difference in cost, isn't it?”

SELL “SAVINGS” NOT “COST”

Whenever possible show that the article saves upkeep cost.   You can say:

“The first price is high, but it will save electricity.”

“Yes, but it saves rugs, electricity, and your back.”

“Price is relative, madam, to the benefits you get.”

Many a price objection is given by a wife to get your answers to fortify herself against her husband; and the same applies to a husband.

Give the customer reasons why the price is high -- so she can use these reasons on her mate, father, mother, or boss.   Give her ammunition to use to justify her decision to buy.  

HELP CUSTOMERS MAKE DECISIONS 

Give the customers help.   They need it to make decisions.

Help the customer make up her mind.   Make the decision for this hesitant customer by giving her reasons for buying what you want to sell her.   Often we can get a quick decision by moving the article to some other part of the store, or by showing the silver on a table set up with the tablecloth, or by showing the coat on a model, or by showing the car on the street, away from other models.

When price is the objection, state the objection, make sure it is the only objection, and then set about to show the price is small after all, and close on this key issue.

Say, “is the price you're only reason for not buying?”   Get the customer to agree that it is, and then show the savings and maintenance, and electricity, and upkeep, and gasoline mileage, and so on.

Often when price is the big obstacle, a review of the owner benefits will make the pricing reasonable after all.   When price is quoted, review the benefits, and the price diminishes.

“WHY DO YOU THINK THE PRICE IS HIGH”

A good “tested selling sentence” to use when price is brought up as the main objection is, “why do you think the price is high?”   This causes the objector to try to explain why he thinks the price is high.   It puts them on the defensive.   He finds it difficult to tell you why.   He gives you time to think.   And in many cases when he hears his reason, it is so humble, simple, and ridiculous -- sounding that he is sorry he brought it up, and he will often say, “oh, I guess the price is right after all.   Wrap it up.”

That "why" system is effective.   Try it to meet any kind of objection.   It is a hard one for the prospect to overcome.   Get the customer to tell you why the price is too high.   You then have something on which to continue the sale.   Always get the customers alibis or excuses.

The art of quoting price is simple once you have mastered these few simple rules.   Price is the most important objection to overcome in any sale, and if you are good closer you will be a winner!

Smooth out the way you quote price.   Don't bring the fountain pen and pad into sudden view.   Be tactful.   This is the critical part of any sale.

Learn this technique of quoting price.   It will pay you BIG returns.

The selling word is always mightier than the price tag.

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