Buying Signs — How To Spot Them In A Hurry
During the war Radar was discovered. There is also such a thing as “radar” in selling. It’s a sign or a signal that the customer is interested in buying, and that you must start making your close. Here is how to detect selling signs by charting the minds of your prospects.
An enemy plane is coming toward America.
A device at an airport starts kicking up a fuss.
An observer picks up a phone and says, “Enemy plane heading this way.”
In a sale the same thing happens.
The customer radiates the fact he is about to buy, or is mighty close to buying.
The salesman “gets” this sign or signal, and starts his close. This might be called the Game of Radar, for that is exactly what it is in Sizzlemanship.
How It Works
Buying signs and signals need not be spoken, they can be silent.
The customer is just looking at a dealer demonstrating a Toastmaster, and doesn’t warm up at all.
The sales talk is fine. It is filled with sizzles. Showmanship is plenty.
But the customer isn’t taking any interest, until suddenly he reaches over and pushes the lever down.
The salesman watches, trying to figure out why the customer did it.
“Works easy, doesn’t it?” says the salesman, testing the temperature of the prospect who again says nothing.
But the customer once more presses the lever down. He does it several times, and the salesman keeps talking about that lever until suddenly the customer says, “What happens when the gear wears out?”
That was his only worry, evidently. Fortunately he spoke his worry, but, believe me, the next time the salesman saw anybody fiddling with the lever he told how long-lasting the lever was and how easy it was to repair it if it ever did wear out.
The Silent Buying Signal
The customer is just looking at you. He won’t nod, won’t participate and won’t help.
Then suddenly he presses the switch that starts the Maytag washer, and away it goes. He shuts it off. Turns it back on.
That is all an alert salesman needs to observe if he is radar minded.
For he knows the machine is interesting the customer, and so he makes some such remark as:
“It sure goes on and off easy-like, doesn’t it?” nodding his head up and down.
To which, perhaps, the customer says, “Yes, but I was just thinking suppose you didn’t have it set right to start with, then what?”
“Then all you need do is turn it this way to whatever starting point you want. Here, try it.”
The customer does. The customer buys.
Why the Customer Bought
This device interested the customer more than anything. He might have had troubles with his old clothes cleaner because it could never be “turned back.”
This one can be. His fingers gave him away; that is, gave him away to a keen salesman. A dull one would have passed up this buying signal.
The keen sizzler, though, stopped his entire talk. He concentrated on this one thing he knew was interesting the customer.
He got out of the otherwise silent customer a hidden objection, and a sale was quickly made.
If the salesman had passed up the signal, he may have passed up a sale.
Therefore, it is wise to keep alerted for buying signs and signals.
The Spoken Buying Signal
A salesman is sitting across the desk from a prospect who has not said a single word.
Even the question system of getting him to talk has failed. Then suddenly he said a simple thing. “A friend of mine had an accident policy, but it seems those policies only pay part of the cost.”
Here was something that was worrying this prospect.
Not the price, not the beneficiary, nothing but getting his money back in full if he had an accident.
Here was a buying sign. A spoken one. The alert salesman entirely stopped his description of the features and said:
“This Pacific Mutual Plan pays all your bills up to ,000. All you do is send us the bills. No small print. No need to have a certain type of accident on a certain day at a certain hour. We pay all accident bills up to ,000. Is that what you want?”
So the sale was made because the salesman saw a buying sign and knew enough not to pass it up.