Carl Davidson - Do People Buy On The First Visit
More and more salespeople in our industry seem to be convinced that most couples won't buy on the first visit. That we need to give them time to "think" or "shop" and then come back. At a recent seminar, one salesperson told us he sells 90% of his business on a second or third visit. This article will discuss this growing trend.
The Cost of Second Visits
If you have to return to the home, it seriously impairs your ability to earn. You are wasting valuable time on call back that you could be using to sell more.
What is even worse, once you make up your mind that people will invite you back and buy, your selling days are numbered. Great salespeople believe that they have to get the sale while they are in the home. We know of no top producers who make it a habit to return. We need to remember all the people who said they would buy next week and didn't, not focus on the few who did.
Do They Want to Buy When You Get There?
If you have trouble believing that the customer wants to buy, try this simple mathematical test. Ask yourself how many dealers an average couple wants to see before they buy. If you guessed "two", that means that 50% of the time, you are the second dealer and they are hoping to buy the night you get there. If you guessed "three" then 33% of the time, you are the last one they need to talk to in order to make a decision. The fact is that the majority of customers are ready to buy when we arrive, they just don't share that with us as a defense.
Who Has Changed?
Who is making it harder to sell on the first visit? Has the customer changed? Studies of current buying behaviors note that customers want to spend less time than ever before on purchasing decisions. If you give the impression that you will look after their concerns, they want to make the decision now!
Do You Set Yourself Up For A Delay?
Sometimes we accidentally set the stage for a call back. Here are some of the ways we do this.
One Legged Demos
Even though just men or just women have the power to make buying decisions today, it is just too tempting an excuse for them to use when they want to. By doing one legged demos you set yourself up for a second visit.
The Automatic Staple
Many salespeople do a demo (or don't) and then simply staple their card to a brochure. As soon as you get out a brochure after the demo, you are telling the customer you don't expect them to buy. Worse yet, when you write the price on the brochure, you are telling them you expect them to shop. To avoid this delay set up, get in the habit of always reaching for an order form and at least starting to write the order after every demo.
Being Surprised By/Expecting Delay
The main reason many salespeople get delays is they expect delays and are not prepared for them. Write out now on a paper all the ways you have practiced to overcome delays like "We want to think it over". If you only have one or two, do you use them? Great salespeople practice drill and rehearse 10 or 15 ways to overcome common objections because they know objections are coming. Practicing objections gives them confidence and several great ways to handle all common objections. Why would a salesperson ever go out without his tools ready?
Market surveys show that today's buyer wants to make a decision with a minimum hassle. You are the last person they need to see for between 33 and 50% of the couples you present to. By expecting to get the sale and taking a few steps, you can get more sales on the first visit. Most of the challenge to first-night-selling is in our heads, not the customers'. Using some of the techniques outlined in this article can help you sell more on the first visit and that will increase your income by making you more efficient.
The Cost of Second Visits
If you have to return to the home, it seriously impairs your ability to earn. You are wasting valuable time on call back that you could be using to sell more.
What is even worse, once you make up your mind that people will invite you back and buy, your selling days are numbered. Great salespeople believe that they have to get the sale while they are in the home. We know of no top producers who make it a habit to return. We need to remember all the people who said they would buy next week and didn't, not focus on the few who did.
Do They Want to Buy When You Get There?
If you have trouble believing that the customer wants to buy, try this simple mathematical test. Ask yourself how many dealers an average couple wants to see before they buy. If you guessed "two", that means that 50% of the time, you are the second dealer and they are hoping to buy the night you get there. If you guessed "three" then 33% of the time, you are the last one they need to talk to in order to make a decision. The fact is that the majority of customers are ready to buy when we arrive, they just don't share that with us as a defense.
Who Has Changed?
Who is making it harder to sell on the first visit? Has the customer changed? Studies of current buying behaviors note that customers want to spend less time than ever before on purchasing decisions. If you give the impression that you will look after their concerns, they want to make the decision now!
Do You Set Yourself Up For A Delay?
Sometimes we accidentally set the stage for a call back. Here are some of the ways we do this.
One Legged Demos
Even though just men or just women have the power to make buying decisions today, it is just too tempting an excuse for them to use when they want to. By doing one legged demos you set yourself up for a second visit.
The Automatic Staple
Many salespeople do a demo (or don't) and then simply staple their card to a brochure. As soon as you get out a brochure after the demo, you are telling the customer you don't expect them to buy. Worse yet, when you write the price on the brochure, you are telling them you expect them to shop. To avoid this delay set up, get in the habit of always reaching for an order form and at least starting to write the order after every demo.
Being Surprised By/Expecting Delay
The main reason many salespeople get delays is they expect delays and are not prepared for them. Write out now on a paper all the ways you have practiced to overcome delays like "We want to think it over". If you only have one or two, do you use them? Great salespeople practice drill and rehearse 10 or 15 ways to overcome common objections because they know objections are coming. Practicing objections gives them confidence and several great ways to handle all common objections. Why would a salesperson ever go out without his tools ready?
Market surveys show that today's buyer wants to make a decision with a minimum hassle. You are the last person they need to see for between 33 and 50% of the couples you present to. By expecting to get the sale and taking a few steps, you can get more sales on the first visit. Most of the challenge to first-night-selling is in our heads, not the customers'. Using some of the techniques outlined in this article can help you sell more on the first visit and that will increase your income by making you more efficient.
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