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Shane Decker

Turnover Time

Know when to let someone else close a sale.

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I WISH I COULD tell you that I’d met a sales associate or owner who could wait on and close every customer he approached. Unfortunately, it just can’t be done. There are too many different personalities, styles and differences of opinion for you to be a perfect match with every client.

Here are some of the signs that it’s time to turn over a sale:

  • The client is looking at another salesperson. Maybe the customer knows the other salesperson but didn’t ask for her when he came in, or this salesperson has waited on him before.
  • The client becomes silent. This could be a sign of being bored or even intimidated.
  • The client’s eyes glaze over. This often happens when the salesperson is overly technical. This can also result in the client thinking that the salesperson hasn’t been listening to him.
  • The client folds his arms, sighs, or pushes back. Chances are this sale is DRT (dead right there); it should have been T.O.’ed earlier.
  • The client repeats a question or the same objection. If you already answered it thoroughly the first time, he’s telling you he wants reassurance from someone else, or he wants to hear what the manager or owner has to say about it.
  • The customer becomes distracted.
  • The client seems impatient. He thinks you’re taking too much time. Impatient clients want to be closed quickly.
  • The client looks away, even outside.
  • You’re waiting on a couple, and the man gets upset and walks away to look around the store. This presentation should actually become a team-sell, not a T.O.
  • The client is throwing out too many price objections (not just one). He doesn’t believe you believe in the price, so bring in someone who does.

There are many more clues it’s time to T.O., but these will get you started. Happy selling!

This story is from the November 2011 edition of INSTORE.

Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at [email protected].

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