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286 Part V: Winning and Keeping Customers
raising issues that confuse rather than comfort the decision maker. As a
result, they miss the moment when the prospect was ready to become a
customer.
The minute your prospect begins to agree with your responses to her objec-
tions, or as soon as you pick up buying signals, move from selling to affirming
your prospect’s good choice and get ready to close the deal.
Buying signals
When a prospect indicates he’s ready to buy, stop selling.
Table 17-3 shows the signals to watch for.
Table 17-3 Buying Signals
Examples of Nonverbal Cues Examples of Verbal Cues
Relaxed demeanor Increased questions about product
details
Increased eye contact Requests to see features demonstrated a
second or third time
Leaning forward, uncrossing Questions about customization options
arms or legs
Nodding, agreeing, showing Questions about delivery schedules
enthusiasm
Making calculations, studying sales Questions about payment plans or
tags or contract, reaching for pen, options
billfold, or handbag
Asking for the order
More than half of all sales presentations drift to a finish without an order
request. Don’t let yours be among them.
Follow one of these closing approaches:
ߜ Ask for the order. Don’t rush it or you’ll race the customer to the word
no, which is a hard place to make a U-turn. Wait for buying cues, and
once you receive them, present one more summary of benefits before
moving toward closure with questions like, How many would you like?
