Always Be Closing (ABC)
Tips on spotting buying signals.
As a sales person it is a key element that you adhere to this acronym ABC always be closing!
That does not mean that you should be asking for the order however what it does mean is you should be always seeking agreement and commitment and ultimately be aware of the clients response.
Very often we come across sales people who are fairly inexperienced and get hung up or too focused on delivering the whole sales presentation.
A good example of this is when a client or prospective client asks a question such as when can you deliver, how much does it cost, or can you meet my programme, at this point the inexperienced are often heard to say I’ll come onto that in a moment but let me tell you about the colours its available in or the discounts we have on offer.
What the sales person is missing is a buying signal and buying signals can take many forms its therefore important that you are aware and recognise when these occur its at that point the ABC philosophy states that you should close and ask for the order.
Think now about occasions that this has happened to you, I can remember many years ago whilst working for a newspaper group I would often take out young and inexperienced sales people and typically they would sell a ·” dining out feature” this would entail showing the client a layout of the page with varying sizes of advert and very often the prospective client would say in the course of the presentation “how much is that one?
Only to be met by the sales person saying something like I’ll come onto cost in a moment but let me tell you about the circulation of our newspaper, we currently sell 35k copies per week “at which point the prospect lost interest.
What’s your version of that are you sufficiently in tune with buying signals and are you capitalising upon them.
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