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Inside a 70% Closing Rate

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Inside a 70% Closing Rate

 

Inside a 70% Closing Rate

Don’t ask for the sale, simply advise.

BY PETER CANNELLA

Inside a 70% Closing Rate

Published in the May 2012 issue

Our sales staff closes approximately 70 percent of its sales. This is not a typo — they really close approximately 70 percent of their sales. Couple this with the fact that we work in a high volume store, and the closing percentage becomes even more impressive. How did they do it? Well, the answer may surprise you: They do not ask for the sale.

I know you likely are saying to yourself now, what is this man talking about? After all, everything we have been taught since our “probie” days in the jewelry business revolves around asking the customer to buy.

So, let me clarify: Our sales staff does not ask for the sale; they advise instead. They make an affirmative statement politely instructing the customer to buy.

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The customer does not hear a question such as, “Did you want to go ahead and take this home today?” Instead, the customer hears a consultative statement such as, “Based on what we have discussed, this item meets all of your needs and you need to go ahead and take it home now!”

As they progress in their selling process, they have encouraged their customer to speak and, most important, they have listened to the needs that their customer has. As such, the customer has opened their position to the salesperson and they are now receptive to the sale. Then, my staff specifically meets those needs. By knowing their product and their customer, they often anticipate objections and overcome them before their customer can make them.

When they do hear an objection, it is welcomed instead of feared. It is viewed as an additional opportunity for the salesperson to listen to and satisfy a need the customer still believes has not been met. The staff member answers the objection directly and does so with a smile. Yes, passion and friendliness matter too!

Finally, and this is vital, right before they advise, they ask their customer if anything else needs to be addressed. If the answer is “yes,” the salesperson listens to the customer’s other needs and then fulfills them. If it is a “no,” then it is time to advise the customer to buy. Since all the customer’s needs have been fulfilled, it’s very difficult for the customer to come up with a reason why they shouldn’t ask for gift wrapping.

If you want to take your store to a whole new level, make closing so much easier, and increase your own personal sales as well, I advise you strongly to use this extremely powerful technique.


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Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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Inside a 70% Closing Rate

mm

Published

on

Inside a 70% Closing Rate

 

Inside a 70% Closing Rate

Don’t ask for the sale, simply advise.

BY PETER CANNELLA

Inside a 70% Closing Rate

Published in the May 2012 issue

Our sales staff closes approximately 70 percent of its sales. This is not a typo — they really close approximately 70 percent of their sales. Couple this with the fact that we work in a high volume store, and the closing percentage becomes even more impressive. How did they do it? Well, the answer may surprise you: They do not ask for the sale.

I know you likely are saying to yourself now, what is this man talking about? After all, everything we have been taught since our “probie” days in the jewelry business revolves around asking the customer to buy.

Advertisement

So, let me clarify: Our sales staff does not ask for the sale; they advise instead. They make an affirmative statement politely instructing the customer to buy.

The customer does not hear a question such as, “Did you want to go ahead and take this home today?” Instead, the customer hears a consultative statement such as, “Based on what we have discussed, this item meets all of your needs and you need to go ahead and take it home now!”

As they progress in their selling process, they have encouraged their customer to speak and, most important, they have listened to the needs that their customer has. As such, the customer has opened their position to the salesperson and they are now receptive to the sale. Then, my staff specifically meets those needs. By knowing their product and their customer, they often anticipate objections and overcome them before their customer can make them.

When they do hear an objection, it is welcomed instead of feared. It is viewed as an additional opportunity for the salesperson to listen to and satisfy a need the customer still believes has not been met. The staff member answers the objection directly and does so with a smile. Yes, passion and friendliness matter too!

Finally, and this is vital, right before they advise, they ask their customer if anything else needs to be addressed. If the answer is “yes,” the salesperson listens to the customer’s other needs and then fulfills them. If it is a “no,” then it is time to advise the customer to buy. Since all the customer’s needs have been fulfilled, it’s very difficult for the customer to come up with a reason why they shouldn’t ask for gift wrapping.

If you want to take your store to a whole new level, make closing so much easier, and increase your own personal sales as well, I advise you strongly to use this extremely powerful technique.

Advertisement

{JFBCLike}

{JFBCComments}

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

Promoted Headlines

Most Popular