It’s not uncommon for shoppers to walk into your showroom and tell you that they are in a hurry, or that they are just looking. I caution you not to accept these type of statements as fact. Previously, I’ve discussed that the serious prospect’s goal is to narrow their focus/search down by eliminating as many of their potential possibilities as quickly as possible. They are now trying to eliminate YOU! You must not let them! They have made the decision to buy; they are an ‘A’ prospect: ready, willing and able; the question before them now is what will they buy.
Your mission with the prospect that states that he or she is in a hurry is to create such a dynamic five minute presentation that they will be drawn in to either permit you to move into your full presentation or set an appointment with you to return at a time more convenient for them.
How do you achieve your goal?
Recognize that they are in a hurry, and thank them for coming out!
1. Lead with WOW!
Tell them something about your product or service that will really capture their interest and attention immediately. Consider using your unique selling proposition and hit them with it, followed up with one question: What are their needs.
2. Don’t waste time telling them the “what” without covering “why” they should care.
- Mr. & Mrs. Jones, many of our customers have bought multiple homes from us over the years and are our best source for new business by referring their family and friends to us. Our customers know that we were there for them yesterday, we are here for them today, and we will still be here for them in the future.
Normally, I would state, “Knowing that your builder is financially solid and will be there to warrant your home in the future is important to you, isn’t it?” But I caution you in a five minute presentation not to enter your selling mode too quickly. Remember, they are “in a hurry” and don’t want the full story just yet – at least not without their permission . . . so we are going to work to earn that permission.
3. You don’t build a relationship with your prospects by talking over their heads or about things they don’t care about.
- Conversational selling helps you to get on the same footing as your prospects. The quickest way to fail with your sales presentation is to fail to understand the issues that matter to your prospective buyer, so work on discovering issues first. Seek to uncover compelling benefits and likely objections.
3. Features tell, benefits sell.
- Never give a feature without a benefit. Be brief and respect that five minute clock.
4. Work to build interest.
- If you sense interest, ask if they have a few moments while you show them something that would be of interest to them. If they hesitate, state that you know they are in a hurry and assure them that it will only take a few minutes. Work to build interest so that they show interest by asking questions and permitting you to expand your presentation.
- Use tie-downs carefully. Don’t end every statement with a tie down. No one wants to be “sold” so obviously. Use conversational selling to project the image that they are not being pressured or rushed.
5. If they insist that they are in a hurry and need to leave, get a commitment for them to return.
- Ask for the appointment! “Bob, Susan, I will be here both Saturday and Sunday. Which day works better for you?” Followed up by “Would morning or afternoon work better?” and the alternate time close”12PM or 2PM?”
6. Never fail to register the prospect!
- People expect to be asked to register and provide their contact information. Hand them the form and a pen and say “I know you’ve done this a hundred times but my marketing manager wants to know where people are coming from and how they found out about us. We take the information you provide to develop new product and plan where and how to best advertise. In addition, we often have special events with food and live entertainment and would like to make certain that you are on our invitation list.”
- Most people expect a follow up call. In fact, if you fail to make a follow up call to a prospect, the prospect will feel that they have no value to you.
So, there are today’s thoughts and just in time for the Saturday Selling Season! (You work with what you have! YOU create YOUR OWN selling season! Now go forth and practice your five minute presentation until you can do it unconsciously on auto-pilot.)
Here’s the nugget for those of you who have read this all the way through: An old sales mentor of mine taught me to delay the prospect by not handing them a ready made package of information. Use the time that you are putting your sales package together to conduct your five minute presentation.