Always be closing
We've often talked about helping people to buy rather than trying to sell to them. However, that doesn’t mean you should sit passively by and wait to see which way the customer decides.
Your job is to help the customer to recognise that the best solution to her problem lies in buying from you.
To do this you need to be always moving the process in the right (ie your) direction. Can you break the buying decision down into a series of smaller decisions, each one of which takes the customer a little closer to buying from you?
Once you do this, you will be able to gently encourage them, step by step, to the final, and all-important decision – to buy from you.
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