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When to switch from selling to closing.

When To Switch From Selling To Closing

Seeing & Using "Buy Signs" Means More Sales

Many customers in retail establishments, never actually say to you, "I'll buy it." But they usually do, or say, something which indicates that they are buying. For you to not recognize these signs is for you to miss some sales. So look for "buy signs."

When a buying signal is given by a prospective customer, you should immediately stop selling and start to close the sale. Continuing your sales talk could well cost you the sale you've worked so hard to get!

Now is a good time to learn some of the secrets of a really successful store salesman -- then your volume of sales will show a healthy increase. And that is why you are on the floor -- TO MAKE SALES!

Being a successful sales person is not difficult; it takes some self-taught training and old-fashioned common sense. You automatically respond to many of the buying signals your prospective customer gives. What you need is to recognize more of them. Here are some signs you should recognize.

Buying Signals

Listen to your customer as you talk to him about your merchandise. The following are verbal signals which may well tell you he is ready to buy:

--Do you have this in a smaller size?

--Is this brand good, even though it's cheaper?

--Is this model the latest camo pattern?

--What kind of credit cards do you honor?

--But is this rifle available in a lefthanded model?

--Will this need returning for service very often?

Not all buying signals are verbal. Watch your customer closely. Certain actions often tell you it's time to close the sale. Non-verbal signs also point the way to more sales.

--He may concentrate attention on one particular item.

--He may check the label or read the operating instructions.

--He may start nodding his head.

--He may reach for his billfold or checkbook.

Start Closing

When the buying signal occurs -- verbal or non-verbal -- the next move is yours. Start closing!

Take the item from his hands and start wrapping it. Or hold a box for him to place it into. If he is a charge customer, start to fill out the credit card receipt or write his name and the item on your in-house charge record.

While doing this, make an appropriate closing statement, one powerful enough to do the job. Make it positive. Or ask a "closing" question: "Will you use it today?"

Good closing comments depend on each sale's own circumstances:

--"I'll have it delivered tomorrow for sure'"

--"Which color would you like?"

--"Is this cash or a charge?"

--"I know it will prove highly satisfactory."

--"Let me get you your free gift that goes with this sale."

When a buying signal is flashed to a professional sales person, he switches from selling and starts to close the sale. He avoids talking himself out of his sale, by limiting his words to just enough to put the "sold" point across.

These suggestions will help you make more sales. Whether the item is small or large, costly or inexpensive, the principle is the same.
COPYRIGHT 1990 Publishers' Development Corporation
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1990 Gale, Cengage Learning. All rights reserved.

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Title Annotation:firearms retailers
Author:Farrant, Alan W.
Publication:Shooting Industry
Date:Aug 1, 1990
Previous Article:Today's question is: "How can I become a better advertiser?"
Next Article:Lethal force and the dealer.

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