2. Ask Questions. Then Listen.
The second thing that hurts your closing-sale rate is hijacking a customer conversation.
The customer should have the most talking time.
Resist giving your spiel about your company, its history, or even the clearance plants. Answer only the questions they’re asking.
Then stop. Stop talking after you’ve answered their question. Give them time to make a decision on how to move forward.
Each customer called you or walked in your business because they’re on a journey to fulfill their needs. Treat them like the hero of their journey. Position yourself as their guide. Be their Yoda. Let them be Luke.
Landscape Management defined this idea in a recent article: “People justify their buying decisions with stories. They want to live a bigger story — a better story — and you can help them with that.”1
The great thing about this style is that you don’t come across as a salesperson at all. You come across as a helpful person who happens to have what they need.
So leave space for them to talk. Then listen. This communicates you’re on their side instead of an obstacle.
When you do talk, use it to ask questions to help them clarify their needs. A design-build company asks questions to understand the scope of their project. Then they determine if they are a right fit for your company. For retail businesses, this means understanding their problem or vision for their property. View it as a problem you’re both solving together.