Art of the Sale: when to stop talking
This applies more to offline sales, but can be applied to online sales as well.
Rosa says:
I’ve set up some watchlists, and for the entire month of April, I’ll be looking for posts that bloggers have written about selling, making the sale, and business sales in general (as opposed to marketing, unless you’d like to talk about sales versus marketing, that’d be cool).Talking Story with Say Leadership Coaching: An April meme preview.
There are two things that immediately spring to my mind.
1. When to stop talking
2. How and when to use a counter to make a sale
I’ll share the first one here and the second one on Monday.
Many years ago (early 1990’s) a friend said this:
Talk about your product, give all the facts, tell them everything you can. But the moment they ask about the price, tell them, then “Shut up”.The next person to speak will be left owning the product.
I didn’t believe him.
Until I tried it. It worked the first time. In fact it works most times.
The next time I saw him, I told him I was using this ‘trick’ but didn’t understand why it worked.
When someone asks the price, after you’ve been telling them about the product, the only bit of information they don’t have in order to make a buying decision is the price. There is nothing left to tell them once you’ve told them the price. To speak any more is to talk them out of buying it.
In my experience, the only people this doesn’t work with are those that are buying solely on price, not quality or service.
How does this apply online? Some very successful sites I know of, use ‘long copy’ and put the price at the bottom of the page. It works well for them. But it is only one part of the formula that they are working to.
Oh, and my friend, he was a used car salesman.
Tagged with: Art+of+the+Sale.
