HOW DO YOU INCREASE SALES AMONG WOMEN?

Retooling Your Approach: Key Ways to Avoid Talking Yourself Out of a Sale

In our eagerness to close a sale, many of us get too eager when a customer seems interested and end up piling on superfluous information in an effort to seal the deal. But that's one of the last things your customer wants--an extra influx of info that confuses or intimidates them. Once you've got them on the line, don't talk yourself out of the sale!

Here are some examples of ways you can retool your approach to the close:

When she says: "What colors does it come in?"
Don't say: "Actually it comes in every great popular color -- pink, lime green, sky blue, copper, chrome, yellow and so on..."
Do say: "It comes in lots of different colors. Did you have a preference in mind?" – This brings the focus back on the customer and her needs/wants.
When she says: "How well does this material hold up in the humidity?"
Don't say: "This material has been tested under every possible condition -- cold, hot, dry, humid -- and is not affected by any environmental factors."
Do say: "What will you be using it for? Tell me more about your concerns about weather conditions." – Again this brings the focus back on the customer.

When a customer starts sending the signal that she is interested, stop "selling" the product features and start guiding her gently toward the commitment or closing stage. Push too much info, and you risk losing the sale altogether. Keep the focus on her and her needs. Don’t withhold information by any means, but make sure the info you give applies to her needs.

To accomplish this technique, you need to learn to recognize the buying signals that are specific to your industry and your customers. Try the following:

1. Take notes after every customer interaction for a few weeks. When you lose a sale, make a note of where you feel the conversation took a wrong turn. After awhile you'll start to notice some trends that you can change for the better.

2. Talk to other top salespeople in your company or a more senior colleague who may be able to give you some tips on recognizing typical buying signals and how they translate them into sales.

3. Develop a closing strategy for each type of scenario or signal you encounter. In that way, you'll develop your own list of "When she says, I say" statements that will carry you through your most common customer interactions.

The bottom line: Pay attention to her signals, recognize where she is in the buying process and have a well-thought plan for guiding her to the next level. Good luck and keep practicing!

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Permalink Reply by Steve Richards on January 25, 2011 at 2:45pm

I think the strategies you've listed are all excellent; but I don't see why they wouldn't be just as effective with the male customer. I know there are fundamental differences between men and women; women are kinder, gentler, smarter, more generous, and more loyal. But I'm not sure I see how the strategies above differ from how I would sell a male. Please help me.