If you are following the low-key
techniques used in the Selling Without Wrestling approach, you have
already done two important things. First, you have taken away the
sales pressure by saying somewhere in your opening language: "My main
job is to help you make decisions about your finances that feel right
to you which actually includes doing nothing if that is what really
feels right to you. This is not about me trying to wrestle you into
buying a product, so you can relax."
The second thing you have done is spent
a good deal of time helping the client figure out what is important to
them and educating them on the options most appropriate for their
situation. If you have done your homework, the closing should be a
formality not a wrestling match. When you are closing, you are at a
point in the process where it is time for the client to make a
decision. You simply ask, "Do you want to proceed?" or "Shall we go
ahead with this?" or something to that effect.
Obviously, if the client says yes, you
know what to do. If the client stalls and says they want to think
about it, there are important questions to ask. Your immediate
response to your client’s stall is to go with it. You say, "I
understand, I sometimes like to "sleep" on things before I make a
decision. Let me ask you, does what we have come up with here feel
right to you?"
If the client says yes, that what you
are deciding on does feel right, then your next question is, "Good.
(Pause.) So when do you want to make a decision by?" You ask this
question in a way that it sounds routine and customary. You also let
the client state the amount of time they want. Don’t say, "So it
sounds like you need a few weeks to decide what you want to do? Often when you ask a client when they
want to make a decision by, they will surprise you with an amount of
time that is much shorter than what you would have guessed.
If your client does not answer yes to
the question, "Does what we have come up with feel right to you?";
then you want to find out what doesn’t feel right. Sometimes a minor
change is all that is creating the stall, other times it will be more
complex. Either way, if you don’t deal with whatever doesn’t feel
right to the client, they will never make a buying decision. And worse
yet, if you don’t help the client identify what doesn’t feel right,
the client will likely stall indefinitely and you may never know why
they didn’t buy. This can be frustrating when you know you are close
to proposing exactly what they client wants.
Remember, if you have told the client
that this process is about helping them make decisions that feel right
to them, and you really have given them what they need to make a good
decision, the above approach is a very natural sequence. Don’t be
afraid to walk away from a closing interview without a sale if the
client says that what you have come up with feels right and will make
a decision by a certain date. Most of those are going to be sales.
Have a productive October,
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