When Buyers Are Ready to Buy

When buyers are ready to buy, they will tell you, but not with words. They will, however,
send loud non-verbal signals. All you need to do is be able to read them.
Customer signals
When customers come into your sights, whether it is a retail store, at an exhibition or in
any other environment, they will be sending you signals.
The signals that they send will include:
• I am just wandering around with no real interest in products and intention to buy.
• I am interested in this product, but am not currently anxious to buy.
• I am very interested in this and might well buy it i you can answer a ew
!uestions.
• I want to buy this, now"
When they are not ready to buy
When a customer is not ready to buy, it does not mean that they will not buy, but it does
mean that you will need a dierent approach. #o remember also that i there are many
customers around, spending a lot o eort selling to one customer may mean that you
miss out on a lot o other easier sales.
Avoiding eye contact with you
When you loo$ at them and they immediately loo$ away, they probably do not need
assistance right at this moment. #o watch what they are doing, because they may need
some help soon.
I they are handling a limited range o products, spending time loo$ing at things, then it
may be a good idea to stand nearby, relaxed and ready to help %not anxious and ready to
pounce&. When they loo$ at you with a longer glance, move toward them. I they $eep
loo$ing, $eep moving in and start the sale.
Making 'not now' excuses
I they say 'just loo$ing' or otherwise indicate that they don't need help, then ma$e an
encouraging remar$ to $eep them loo$ing and bac$ o. (till $eep an eye on them to see
i their demeanor changes.
Casual handling of the product
I they are casually pic$ing up dierent products and dropping them bac$, perhaps not
tidily, it can be a big nuisance or you as you tidy up ater them %when they have let& but
this may well be a symbol o a bored browser. As ever, $eep an eye on them so you can
move in when they change how they are behaving.
Looking at many different products
I they are wandering around loo$ing at almost random products, spending a similar short
time on each one, then they may again be a relatively bored browser.
Moving around quickly
When they are moving !uite !uic$ly around the place, they may be scanning or
something or may be wandering. I they slow down, watch more careully and move in
when they are showing more signs o interest.
When they are ready to buy
When the person is ready to buy, or at least they are showing some interest, then you
should also be ready to pic$ them up and move them towards the inal close.
pending time looking at one product type
When they are loo$ing at one type o product, and especially i you have a broad range
rom which they are browsing only a small category, then they may well be interested in
buying. )erhaps they need advice, so as$ i you can help them decide.
The longer a person loo$s at one product type, the more li$ely they are to buy it. They are
investing their time, which is a sure sign o interest.
Looking around for somebody to help them
I you see them loo$ing around, catch their ga*e, and perhaps raise your eyebrows a little
to signal that you are ready to help. I they sustain the glance or raise their eyebrows too,
move in to sell.
This is particularly signiicant i they are holding the product or have just spend time
loo$ing at a limited product range.
Asking questions about the detail
I, when you oer help, they get into more detail about the product, then they are li$ely to
be becoming more interested.
I they as$ about the unctionality o the product, they may well have a chec$list o things
they are see$ing, so as$ or details o what they are see$ing. +ou can also as$ more about
how they will use the product, rom which you can advice on the best buy or them.
Asking about price
This is a good buying signal. +ou can tell them the price or you can as$ how much they
are loo$ing to spend today. I they tell you, then you can help them ind the best value or
the money they have to spend.
!sing possession language
When they pic$ up the product, they are getting a sense o owning it. This continues
when they tal$ about how they will use the product -- which is a good reason or
encourage this tal$. ,oo$ or 'I' language. -et them to use it. As$ how they will use it.
+ou can even tal$ about it as i they already own it, although be careul o being unsubtle
and pushy.
Asking another person"s opinion
When they as$ another person what they thin$ about the product, they are li$ely thin$ing
about buying the product and are see$ing conirmation.
+ou might thus ind yoursel selling it to the second person also. Thin$ about this when
you are ma$ing the initial sale -- include whoever else is there in the sales tal$ing, though
do watch or whether the main seller wants to be the main ocus or appreciates others
being included.
#ody state changes
Any transition in non-verbal communication will typically signal a change in mental state
that may well indicate readiness to buy. I they suddenly relax ater as$ing !uestions or
discussing the product, this may well signal that they have changed mental state. .ther
signals includes changes in body position, gesture, s$in tone, style o tal$ and so on.
$ouching the money
I they touch their wallet or purse and especially i they get out cash or credit card, this is
a very strong signal or you. -et to them and as$ i you can help. I they say they want to
buy, just ta$e their money %and do beware o 'unselling' the product by your over-*ealous
and non-needed sales patter&.
#uying signals often come in the form of simple mundane questions like%
/ow much is that one0
#o you have one in blue0
#o you deliver0
/ow soon can you deliver0
/ow long does the job ta$e0
#o you oer inance0
Is there a bac$up service0
#oes that price include vat0
/ow long is it guaranteed or0
Is that your best price0
#o you need a deposit0
&'ummary Close
$echnique
(ummari*e the list o beneits that the other person will receive, telling them the ull
extent o what they are getting or their money.
1a$e it sound impressive, using ull phrases and attractive words.
-o into detail, separating out as many sub-items and eatures as you can.
2ut also it the description into a reasonable space o time. +ou goal is to impress them
with what they are getting, not to bore them with excessive detail.
(xamples
So as well as the basic product, you are getting free delivery, a five-day exchange
assurance plus our comprehensive guarantee.
This comes in an easy-carry box and includes a remote control, with batteries included,
of course!
/ow it wor$s
The (ummary 3lose wor$s by repeating what has already been agreed. )utting it all
together ma$es it seem li$e an even bigger pac$age. This is particularly true when
)' &*)*+ close
$echnique
(ummari*e in sets o three items. We will give you this, that and the other.
This may be eatures o the product, beneits or add-on sweetener items.
There are two ways to do this: they may either be closely related %to reinorce a single
point& or may be !uite separate %to gain greater coverage&.
1ost customers want products that are ree, perect and available now. This is the classic
business measurement trilogy o cost, !uality and time.
(xamples
This product is cheaper, faster and more reliable than the competition.
The houses here are better-looking, better-built and better-equipped than those on the
other development.
f you buy today, we will give you insurance, tax and a full tank of fuel.
/ow it wor$s
The 4-5-6 3lose wor$s through the principle o triples, a curious pattern where three
things given together act as a coherent set o three hammer-blows that give a compelling
message.
+' Alternate Choice Close
This is a very popular closing techni!ue that can help you ensure that a customer is
ocused on the sales process and does not spend too much time vacillating among
dierent options. (ome customers simply ta$e too long. They need a guiding hand. The
Alternate 3hoice 3lose oers that guiding hand. It re!uires a customer to choose rom
your choices, not other choices %such as competitive products&. An either7or style !uestion
is the best way to use this close.
To use this techni!ue, ollow these three steps:
4. To get the customer used to dealing with this close, as you wor$ through the sales
process, use alternate choices. This can be done when trying to set appointment or when
determining how to proceed. When customers get used to the process o having an
alternate choice, they are more receptive when it is used as a close.
5. 2e sure to be positive ater each response to reinorce the customer8s willingness to an
alternate choice.
6. .nce the customer has become accustomed to alternate choices, use a inal alternate
choice close to inali*e a sales. The customer will no longer be a stranger to this
techni!ue and will be able to ma$e an important decision by choosing rom one o two
options. They will ind the decision to be easier and less ris$y.
/ere is this techni!ue in action9
(ales :ep: ;Would it be easier or your team to receive the delivery during the <ebruary
shipment or the 1arch shipment.=
3ustomer: ;The 1arch shipment would be better since ours goes out in 1ay.=
(ales :ep: ;>xcellent. We can arrange that. ?ow, was this or the opa!ue panes or the
transparent panes0=
3ustomer: ;Actually, we8d li$e to arrange or both, i that8s possible.=
(ales :ep: ;#einitely. I8ll draw up the agreement with both. #o you want me to e-mail
the agreement or provide you with a hard copy0=
3ustomer: ;Why don8t you e-mail it to me9 that way I can shoot it right over to the legal
department.=
As you can see, the process dovetails very nicely. It is a simple matter o moving the
customer along until the inal close. Try using the alternate choice close throughout the
sales process and in the last stages to ;help= your customer ma$e a decision.
$echnique
The alternative close wor$s by oering more than one clearly deined alternative to the
customer.
The number o alternative should be very ew - two or three is oten !uite ade!uate. I
you oer too many alternatives, the customer will then be aced with a more complex
problem o how they choose between the many alternatives oered.
?ote that this techni!ue wor$s well in many dierent situations where you are see$ing
agreement, and not just selling products.
An extra techni!ue that can be eective is to add a slight nod when oering the preerred
choice. This can be accompanied by subtle verbal emphasis on the words.
(xamples
!ould you prefer the red one or the yellow one"
!ould you like one packet or two"
!hich of these three instruments seems best for you"
Shall we meet next week or the week after"
,ow it works
The Alternative 3lose is a variant on the broader-based Assumptive 3lose and wor$s
primarily through the assumption principle, where you act as i the customer has already
decided to buy, and the only !uestion let is which o a limited number o options they
should choose.
-'Assumptive Close
$echnique
Act as if the other person has made the decision already.
Turn the ocus o the conversation towards the next level o !uestions, such as how many
they want, when they want it delivered, what si*e they need, and so on.
(xamples
!hen shall we deliver it to you"
!hat will your friends say when they see it"
!ill #$ cases be enough"
!here will you put it"
,ow it works
The Assumptive 3lose wor$s by the Assumption principle, where acting conidently as i
something is true ma$es it diicult or the other person to deny this. <or them to say you
are wrong would be to cast themselves as an antisocial naysayer.
?ote: This is one o the most common closes used. 1any other closes, such as the
Alternative 3lose are variants o the Assumptive 3lose.
.'Minor points close
$echnique
As$ them about minor points, getting decisions on things they might consider i they
were really going to buy the product.
As$ about si*e, shape, shade, delivery times, itting options and so on.
Then go or the inal close on purchase.
(xamples
f you chose this one, which model would you prefer"
There are five shades available. !hich do you like the best"
%o you have a click-fit system already" ... &ood, that will make it easy to install.
,ow it works
The customer $nows they need to decide on many actors, and this complexity o
decision may be holding them bac$. 2y getting the easier decisions out o the way, this
greatly simpliies the inal decision.
Ater several closures on minor points, the customer gets accustomed to the pleasure o
eeling o closure. They can continue this by ma$ing the purchase.
@. Compliment Close
$echnique
2e nice to them. Tell them how wonderul they are. 2e ama*ed and impressed by them.
3ast them as the expert so they sell to themselves.
Tell them how good they loo$ or sound.
Tell them how others will be impressed by them.
Tell them how impressed you are with them as a person. Admire their integrity.
Then as$ or the sale.
Also compliment them on previous decisions. I you are selling cars, admire the car they
already have, although you can also appreciate their need or a new one.
(xamples
!ow. 'ou really know your stuff. !ould you like to buy this now"
!ell, as you are the expert, you will understand how good this is.
That dress looks really good on you, madam.
'our friends will be impressed when you show it to them.
,ow it works
The 3ompliment 3lose wor$s by lattering the other person, massaging their ego so they
are more concerned with eeling good than parting with their money.
It can help to associate the person with the product, so they eel their sense o identity
becoming attached to the product.
It also wor$s by being nice to the other person so they eel obliged to be nice to you and
buy your product.
)utting the other person on a pedestal and admiring them encourages them to live up to
the high expectations you have o them.
3omplimenting them on a previous purchase is telling them that they ma$e good
decisions %and hence can ma$e a good decisions this time too&.
The 3ompliment 3lose is also $nown as the Aanity 3lose, the >go 3lose or the <lattery
3lose.