No sale happens unless seller is in control. Allow me to exemplify in simple equations.
Situation 1: Store is in Control
We go to a store to buy an item, say a shirt. There is an item on display and for sale, it has a price tag, it is in a mode of packing, the store has its’ sales and other terms, we follow all. Some stores allow a trial and some have monitored trial rooms. We pay for the shirt as the store accepts.
All these are control that the store exerts. Without such basics there will be utter chaos.
Now, let me use an example from a complex situation.
Situation 2: Buyer in ‘Control’
I make a financial product sales presentation. The client tries his/her best to interject and disturb the flow, verbally or by body language or in any which way.
If I get disturbed I don’t compete the presentation, there is simply no sale happening. I must follow a track and proven sales tools or ritual to complete a sale.
Thus for me, maintaining a professional decorum is a given, no matter how much the disturbance. Usually, I do not even pay any heed to the objection raised during my presentation. If the objection is real it will resurface later and can be addressed at that juncture.
Only after I complete the product presentation can I go into a product fit and application form, questionnaire and ask for a signature and payment. If I let go my control then there is no sale and I leave without business. I need to follow what I need to, period.
Key to Closing the Sale: Create a Feeling of Control
Now, the truth is that all through I act as if I am allowing the client to have a control by:
- offering a variety of products to choose from
- offering various price and quality range
- allowing any questions or doubts.
- offering a choice of mode of payment.
All forms of clandestine camouflaged control makes the client believe it is he/she in charge of the negotiation and the decision and be satisfied.
Crux of the Control
The crux is that the control never left my hands:
- I choose the product range and price range I will disclose
- I recommend what I believe I should
- It is my price demand that will be paid.
There are instances when a client might just demand something out of my chosen range. I would then resort to excuses like, “I am sorry, this product is no more available” or “It would have worked but unfortunately you do not qualify for this at this time” or any other such reason
Thus the control is always with me and I do not let the ultimate control go away.
Never Lose Sight of Client’s Needs
To successfully complete a sale, control should be in your hands from the starting point to the closing.
However, never forget that you need to give adequate emphasis to the product fit and its suitability to specific client needs. If you try to make a sale without taking the client’s own specific needs into account, the sale will not last.
And the Best Reward…
Always remember that my job is best done when I have a repeat order.
And the client thanks me for the service and value added assistance provided by me.
Go the extra mile… it will make the difference.
Like what you’ve been reading? Contact me at firstname.lastname@example.org or call me direct 001.416.577.8178 for useful and professional advice on what you can do to turn your ecommerce venture, website or digital marketing towards greater sales and higher profits.
About the Author: Peeyush Sharma is VP, Business Development & International Marketing, North America at Wisitech InfoSolutions Pvt Ltd. He spearheads new business development in the area of ecommerce, web solutions and apps. He is also an established corporate speaker and marketing content specialist.