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Dave Richardson

24 Verbal Buying Signals Your Sales Staff May Be Missing

Do this exercise to improve your team’s closing ratio.

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WHY IT IS TRUE: The customer will say things that indicate they are ready to buy, but many salespeople talk right through these cues.

PLAN OF ACTION: During a meeting with your staff, write these verbal buying signals on a flip chart and ask your staff if they can think of any to add to the list.

  • Do you take credit cards?
  • I really like it.
  • I think she’ll like it.
  • Do you have a warranty program?
  • Will you gift-wrap it?
  • You provide an appraisal?
  • What if she doesn’t like it?
  • What time do you close tonight?
  • Do you have it in white gold?
  • Will you be able to size it for me?
  • If I buy it, when can I pick it up?
  • I really like the feel of it.
  • I really like the way it looks on me.
  • Can I put it on my store credit?
  • Can you engrave it for me?
  • You have a layaway plan?
  • Since I can’t take until it is sized, do you deliver?
  • Does it come in a box?
  • How can I care for it?
  • Do you have the matching earrings?
  • Can I borrow a calculator?
  • If I buy the ring, will you pay the tax?
  • What is your return policy?
  • What do you think?

Then, divide your salespeople into groups of two or three and have them write the appropriate closing question to each one of the verbal buying signals. Then you can compare the results.

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.

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Dave Richardson

Why Ignoring Young Customers Could Come Back to Haunt You

Sales trainer David Richardson says this is an opportunity to make a client for life.

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WHY IT IS TRUE: The 12-year-old spending $25 today might be back for an engagement ring in 10 years.
PLAN OF ACTION: Put him or her at ease and ask questions about the gift recipient. Treat them as though they were an adult, show them respect, and you just may have a customer for life.

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Dave Richardson

How Benjamin Franklin’s Strategy Could Help You Close More Sales

It involves looking at benefits versus concerns.

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WHY IT IS TRUE: Benjamin Franklin used a similar decision-making technique. Taking a sheet of paper, he would draw a vertical line down the center of the page and a horizontal line across the top of the page. Next he would put a plus sign on the left and the minus sign on the right. He would then write down the facts that were favorable to his decision, as well as those that were unfavorable. Adding them up, he was able to place the project in focus and thus make his decision.

PLAN OF ACTION:You might say something like this to the customer: “We spent some excellent time discussing many aspects of this necklace. Let me take a sheet of paper and draw a line down the center. List everything on the left side that represents what you really like about the necklace, and on the right side list any concerns you might have.”

Notice I didn’t say things you like versus the things you don’t like. The word “concern” is much softer and will enable the customer to focus more effectively on the positive aspects of the necklace.

As they write down all the favorable aspects, be sure to call attention to some of the aspects that have been acknowledged as favorable as you were discussing the necklace.
And you might say something like, “That’s a pretty good list, don’t you agree? Now let me ask you about some of your concerns.” Most of the time, you won’t even get to this point because the customer is able to see in writing the features and benefits of this item.

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Dave Richardson

Why Flip Charts Are Superior to Whiteboards

This could be extremely important to your sales performance.

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WHY IT IS TRUE: Many powerful ideas are shared in brief meetings with your sales staff prior to opening the store. Traditionally, these ideas are recorded on an erasable whiteboard in the training room or office. Once erased, the ideas may be lost forever.

PLAN OF ACTION: Invest in a flipchart and marking pens, and use them generously to record sales training conversations, discussions and commitments during your staff meetings. At the conclusion of the meeting, post the valuable information recorded on the chart to prominent locations in your office or training room. Refer to these in future daily meetings, focusing upon ongoing value to your store and your customers.

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