There’s a reason your customer or prospect is interested in your products or services. Determining this motive leads you into the problem you can solve. So, to close more sales…
Start with the ‘Why.’ For example, why did they call you now for an estimate on a new heating and cooling system? Maybe they had a lot of repairs last year, and they’re not sure this one will last through the summer. Or they got a big tax return this year, and they know this is a good time for a purchase. Or, who knows, maybe they have a big family reunion headed their way, and they don’t want the air conditioning breaking down while grandma and grandpa are in the guest room.
Focus on your prospect. Understanding the why is part of getting insight into your customer’s needs. Keep your focus there, not just on your product or service. Get agreement along the way. Engage your customer by asking easy questions during your presentation. Perhaps: It would be nice to save on energy bills, wouldn’t it? You’d like to be able to trust your system, wouldn’t you? It makes sense to get you comfortable before the weather turns up the heat, doesn’t it? Getting little yeses as you proceed helps the bigger yes sound like a natural part of the process.
Give good, better, best options. There are several advantages to presenting a lower-end product, a mid-range product and a premium product for your prospect to consider. First, your prospect wants to compare prices – it’s natural, and this will help them do so. So, you’re giving them a way to compare one system to another and decide which way to go (while sticking with you). You also put yourself in the position of selling more premium products.