When a customer has been greeted properly he feels comfortable, at ease, and almost always opens his next remarks with one of the following statements:
|What He Says||What He’s Telling You|
|I need a…||Ready to buy.|
|I want a…||Needs a gentle push.|
|I’m looking for a…||Show and sell.|
|I’m thinking about a…||Sell benefits, then close.|
|I’m interested in a…||Needs full presentation.|
|I’m shopping for a…||Ready all your ammunition.|
By listening to the customer’s opening remarks, you can determine how rapidly to proceed, what steps to skip, and what to emphasize. For example, the fellow who says “I need a printer,” is ready to buy. You need only qualify and close. In contrast, the customer who says “I’m shopping for a printer,” first needs you to sell yourself, and your company, before proceeding to determine his needs.
The moral: You’ll close better if you attend to the opening.