This, That, or the Other

from SalesDog.com..

Don't Give Buyers Too Many Options

by Mark Hunter

Recently I observed a sales call that should have rapidly resulted in a sale. However, it was delayed due to the customer's inability to make a decision. This stemmed from the numerous options the salesperson presented. In essence, the customer was overwhelmed with too much information to process. As a result, his natural defense mechanism of slowing down kicked in.

The lesson? Watch what you present and how you present. Don't allow yourself to become so enthused about what you're selling that you offer your customers more options than they can process. Yes, it may appear you're potentially leaving out some sales by closing too early, but when the customer is confused, you're not going to make any sales anyway.

The best way to work through this situation is by first making sure the customer is engaged. Is your prospect giving you the information that allows you to determine what he really wants and needs? As you present options, only present enough options for him to make a decision. You can do this by trial closing. This will show you what his decision making criteria are. After you have the sale, you can always come back for more. But, until you get the first sale, you can't even begin thinking about the next sale.

Mark Hunter is known as The Sales Hunter. www.TheSalesHunter.com

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