Making it easy to move the sale along

The goal in any sale is to keep things progressing toward a decision. It's when things stall that people start to lose interest – both the client and the sales person!

One of the reasons that clients disengage from the process is when they feel anxious. Now, there are a number of ways a sales person can make them feel anxious. One of the more common ways is when they try to move the client along to the next step in the sale prematurely or, when they make that next step seem like a bigger deal than it really is. Those “next steps” can happen anywhere in the sales process: it could be in the initial stages where they are trying to get a client to book an appointment or it could be later on when they are ready to ask them to buy. When they move too fast or make that next decision seem too big, the client can start to feel like if they agree to  keep going that they will somehow be too committed and not have a way out should they decide not to buy.

Here’s a couple of ways to make sure you are avoiding this killer of sales momentum:

Don’t make the next step too big a jump from the one you are already on.
Example:
The client is doing a loan for a new car and upon hearing they have money in investments at another institution the lender asks them to “bring it over”.

Instead: suggest that you might be able to help them earn more money on their investment and ask if they would be open to discussing some options.

The difference? As a client, it will be easier to say yes to “discussing options” than it will be making a commitment to “bring it over”.

Make it easy and safe for them to go to the next step.
The way to do that is by using language that doesn’t sound too harsh. It is also accomplished by letting them know that there is no huge commitment in going to the next step – that they always have an out.

Example:
The client is calling in asking for a rate and you would like them to come in to the branch to discuss their situation. “Mr. Caller, I’d like to discuss this in person with you, can I make you an appointment to come in to do that?”

Instead: “I’d love to meet you in person and have the opportunity to really understand your investment goals, that way I can get you the product that best meets your objectives as well as get you the best rate possible, when would be good for you to get together to chat about this?”

The difference? As a client, it will be easier to say yes to coming into a branch if I know what’s in it for me (you want to understand my investment goals to get me the best product at the best rate). It’s also easier to say “yes” to a “get together” and a “chat” which sounds less threatening than making an “appointment”.

Another example:
The sales person has uncovered some new opportunities during their interview and they think they are going to need more time from their client to discuss them. “Mr. Client, we’re going to need at least 20 extra minutes today – there’s a couple of products I just thought about I’d like to discuss with you”.

Instead: “I think I see a couple of other ways I might be able to save you some money, I’d need about 20 more minutes of your time – I can just tell you quickly what I am thinking and if you see value then great, if not, that’s OK too, what do you think?”

The difference? As a client, it will be easier to say yes to extra time to listen to your ideas if you give me a little taste of what my benefit will be (save money) and that it’s OK if I don’t see value.

Play around with the different ways you can combine these ideas. They are very flexible and, of course, all designed to help you inch your way closer to a sale in a very conversational, nonthreatening manner that respects the client during the entire process.

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