By: Bill Rosenthal

The heavy lifting in a sales process occurs in three phases: 1) you gain an understanding of the customer's needs, 2) you create a relationship with the customer, 3) you link the customer's need to your product. When you have successfully completed the three phases, the sale should follow as naturally as day follows night. But what actually happens next?

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It would be nice if the customer said, “I can see how this product meets my needs. I’m ready to buy. Where do I sign?” But I doubt any customer has ever said that in the entire history of sales. Customers don’t want to risk looking foolish. They don’t want to be vulnerable. They don’t want to foreclose the possibility of the best possible deal. They are more likely to signal readiness by sending buying signals.

A buying signal is anything you can detect as a positive change in the customer’s attitude toward the product. If the customer begins to physically handle the product, for example, many salespeople interpret that as a buying signal. If she asks to test it or try it out; if she asks about delivery times or terms; if she asks for references; if she asks about buying incentives; these are all signs that the customer has begun to interact with the product.

At this point, you should know the customer well enough to be able to interpret buying signals. But there are four types of buying signals that you may not recognize.

1. Raising a question that was already answered.
Don’t be impatient when a customer brings up an old question that you have already dealt with. This could be simple forgetfulness, but it’s more likely a sign of interest. “I know we already covered the service guarantee, but we could we talk about that again?” In answering a question that has already been covered, try to do it in a way that helps the customer picture himself living with the product: “The service guarantee is designed to ensure your team has zero downtime.”

2. Objecting to price.
It may be counterintuitive, but when a customer objects to the price, it’s often a sign of readiness. She wants to buy, but she wants to make sure she is getting value. Deal with a price objection, not by defending the price, but by offering terms or timing that may make the purchase easier.

3. Challenging you.
This is the most counterintuitive of all, but when a customer challenges you or your policies, it’s often a buying signal. “How do I know you’ll honor the service guarantee?” or “What if I don’t want to pay that large a deposit?” A challenge is often not an objection but an opening negotiation gambit.

4. Asking for advice or guidance.
A customer may say something like, “What would you do if you were me?” This question is not a direct interaction with the product, but it’s a fairly clear signal you have successfully built a relationship and the customer respects and trusts you. Take your responsibility seriously here. Recommend a decision that leads to purchase, but be as honest as you can.

What do you think? Is this something you can benefit from or do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

About I.C. Collins

I wanted to take a minute and THANK all the people that comment, like, and share my posts daily. I appreciate you all!

He is the founder of TechAutoCareers.com® the online resource for the Automotive Sales Fraternity™ the smart intersection of technology, social media, and customer service.
Author ~ How to Succeed in the Automotive Sales Industry ~ For over three decades a bottom-line guy. Collins doesn't shy away from telling the truth in ways that cut through the noise to deliver streetwise and corporate knowledge from someone who's been there and done that, many times over.

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