Tuesday, October 20, 2009

The 2 Appointment Sale Problem

As part of your selling do you often have 2 parts to the process?

Maybe 2 meetings or phone calls before the sale is completed?

This is quite common and, for sales with considerable commitment, tends to end up with a more solid sale with less buyer remorse and fewer cancellations.

However, handling a 2 appointment sale like this needs some thought.

During the first appointment or call the process is pretty standard:

Questioning and listening to understand the problems and pain
Understand the implications of the problem
Put forward the appropriate benefits of your solution

At this point, in a one appointment sale, you would go for the close. The buyer should, at this point, fully understand how your solution will make the difference and be really enthusiastic about it to the point of wanting to go for it there and then.

But now we're going to have to walk away.

A couple of days later we're back with the buyer to complete the sale and here's where many sales people go wrong.

You have lived and breathed this sale and how you're going to pitch the final close today since you left last time and you are absolutely bouncing with enthusiasm.

Unfortunately your buyer isn't in the same frame of mind. Although really enthusiastic at the end of the last meeting, that has dissipated very quickly since then. A million and one other things had happened in his business and personal life that have pushed the importance of your solution way down the scale.

The answer is to go back at do exactly what you did at the first appointment. 'Remind' the buyer of the problems he's facing and 'confirm' that's the case. Review the benefits and how they will overcome his issues.

Done carefully, within a relatively short time, the buyer will be back up full of enthusiasm as he was last time and gladly signing the order form. The bonus is the stronger sale that you have now.

If you then have a delivery point, why don't you do the same again? Go through the same process to ensure your customer feels great about his purchase and looks forward to the pleasure it will give him.

If you need help with your sales on or off line then contact Roy Gough at Alloy CRM.

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