Archive for buying atmosphere

How To Help Someone Make a Decision – No More Maybes!

Posted in Sales Coaching, Selling Techniques with tags , , , , , , , , on July 18, 2012 by Dustin Hillis

No more maybes. Winning their business before you begin

How to help someone make a decision

How to help someone make a decision

Helping someone make a decision is vital to being a Top Producer! Professional salespeople can take a “yes” or take a “no”, but it’s the “maybes” that kill them! If you or someone you know has an issue with getting people to make up their minds faster and closing the deal or wish that your closing ratio was better, following the five steps of the cycle of the introduction will change your world.  Nothing will improve your closing ratio better than understanding why they are going to buy before you ever begin.  The best salespeople are the best at asking questions, uncovering needs, answering objections before the come up, and letting people buy.  Ultimately, the close should just be a formality when you do the steps of the introduction correctly.

There are five steps to the introduction and I think they are the most important part to selling.  They are not necessarily the hardest and challenging part, which I consider to be your prospecting step to get the appointment, but instead the most important.  Once you have the appointment set and have done the heavy lifting ,why waste the opportunity by jumping right into your presentation?

Here are the five steps of the Introduction to follow before your presentation.

Step #1. Eliminate distractions.

When you cross the threshold of walking into someone’s office or house or the threshold of an appointment over the phone you need to eliminate distractions whether it’s on their end or yours. Many times if you are in an office you need to see if there is a TV or radio on in the background. If you’re walking into a house, look to see if they have dogs or little kids running around.  You will want to literally turn the TV and radio off and ask if they can put the dog in the backyard to eliminate all of the distractions.  Another thing to strategically think about when eliminating distractions is that you need to face a window or anything that could potentially be distracting so that they are looking at you instead of the distraction.

Step #2. Build rapport through using names.

There are a couple of things you need to prepare before your appointment. The first tool you need to prepare is a names list. You need a list of every name and company and information on all the people who have purchased from you – who are all your customers, where they are from and what companies do they work with.  Once you have that list and it’s on a nice piece of paper where you can show people, the next thing you need to do before you have your appointment is look at that list and identify one to two people that you’re fairly sure you both know.  It could be working in similar industries, living in similar parts of town, anything.  Try to figure out a person you have in common. Then visualize what it was like when you met with the person you both know and think of some personal things about them. When you first sit down and have already eliminated the distractions, start the conversation something like this – “Well Dave, it’s so great working in Nashville.  The people here are so amazing.  The other day I was out meeting with Ron Marks and after our meeting he asked me if I wanted to fly in his airplane.  It was the coolest thing.  I actually have never flown in an airplane and he let me fly it for a couple of minutes, which was a little scary.  Did you know he has a plane? Has he ever let you fly it?” Talking about the person you have in common allows you to make a connection and a bond. The person you are trying to sell to will like you and trust you faster because you know somebody that they know. People are influenced by what other people buy, so when you start out in the beginning talking about other people that bought from you, telling stores and engaging, it does so many things to set the course in the right trajectory.

Step #3. Uncover the need.

People will buy because they like you and trust you; however, they will not buy from you if they like you and trust you, but they don’t need what you have.  Sometimes people don’t realize that they have a need.  If you product is innovative or revolutionary, people might not realize that they have a need for your product.  You have to be a master of asking questions to make them realize that they have a need.

Step #4. Create a buying atmosphere.

People love to buy, but they hate to be sold.  Forcing someone to buy something is what gives salespeople a bad name.  If we want to sell the right way and sell the way people like to buy, one of the biggest things we have to do is create a buying atmosphere.  A good visualization that will lock this in your memory is the difference between walking into a retail store versus walking into Wal-Mart.  When you walk into a retail store, a salesperson will approach you and ask you how they can help you. You instantly reply “no thanks. I’m just looking.”, knowing the person is trying to sell you something.  When you know there is a high-pressure situation and someone is trying to sell you something, you usually tend to buy less in that store. When you walk into Wal-Mart, you aren’t pressured to buy by the person at the front of the store. Instead, you’re met by a nice smiling older person who puts a smiley face sticker on your shirt as you walk by.  Wal-Mart has mastered the art of creating a buying atmosphere, and I don’t know about you, but when I go to Wal-Mart, I end up buying more than what I went there for.

A little mini script for you to use when selling to create a Buying Atmosphere is – “What I’m going to do is show you how this works and if you like this product, then that is great. However, if this is something you don’t like and is not a fit for you, it will not hurt my feelings.  You do not have to buy from me.” Once you say that and open up the buyer’s mind, a lot of times (if they have their arms crossed) they will uncross them when you deliver a very powerful buying atmosphere.

Step #5. Answering objections before they come up.

The rule usually is that the first person to say the objections wins. That’s why you have to build in the common objections to your introduction and answer them before they come up!  Everyone is a little bit different, but I encourage you to always include two objections – 1) always answer the decision maker objection and 2) always answer the procrastination objection.  Right after you create the Buying Atmosphere, you will want to insert the answer to those two objections. This is how you should phrase it – “You know, Dave, the only favor I ask is whenever I’m done showing this to you and going through all the details, is that you just give me a yes or a no at the end. Does that sound fair?”  And Dave will say “yes”. Then say one more thing.  “Whenever we get to the end, I wouldn’t want to step on anyone’s toes so we will show you all the services that you like and that you said you wanted to change. Would there be anyone else needed to be included in the decision making? Or would this be something you could move forward with yourself?” Dave then says “no, I’m the decision maker.”  Then you will say “great” and move forward with your presentation.


When you walk into a presentation doing these five steps the close will just be a formality because you will already have a customer before you begin.

The Buying Line

Posted in dustin hillis, Sales Coaching, Sales Tips, Selling Techniques with tags , , , , on July 1, 2012 by Dustin Hillis

The Buying Line

“People love to buy, and hate to be sold.”

When was the last time a salesperson talked you out of buying something you wanted or needed?

The other day my friend Amanda was telling me about an experience she had with a salesman that I referred her to.  She is a perfect candidate for this high quality product the salesman was selling.  Not only was she a perfect candidate, she really needed it.  It would have increased the quality of her life.  I was shocked when I found out she didn’t buy from the gentleman I referred to her.  When I asked her why she didn’t buy, she responded with, “I don’t think I really need it” and “it cost to much.”

If you consistently have people telling you that they don’t think they need what you sell or that what you sell cost to much, it might be because your talking too much and overselling people past the buying line.

This doesn’t just happen in selling, it happens in relationships also!  I have a good friend who wants to meet a girl and get married so badly that it’s killing him.  His biggest problem is that he tries so hard that he oversells his potential prospect over the buying line, and he’s typically looking for a new girl shortly thereafter.

What is a buying line?  Simply put, a buying line is the point in time when someone is ready to make a decision.

The Buying Line

The Buying Line

How do you take someone to the buying line?

Asking well-crafted pain questions is the best way to take someone to the buying line.

How do you know when someone is at the buying line?

If they lean forward, smile and laugh, nod their head up and down, light up a cigarette, pull out their wallet, say “I want this,” “this is awesome,” “I could use something like this,” “wow,” “how much does this cost,” “do you take credit cards,” or if someone leans forward to light up a cigarette while smiling and laughing and nodding their head up and down and saying “Wow!  I want this. This is awesome.  I could use something like this! How much does this cost? Do you take credit cards?” while pulling out their wallet… they are ready to buy!

The Do’s and Don’ts after someone has crossed the Buying Line

–  Look for verbal and non-verbal cues that they’re ready to buy
–  Ask trial-closing questions to gauge their interest throughout your presentation
–  Stop what you’re saying and go straight into your Price Build Up (click here for more info on the Price Build Up:  The Price Build Up) and assumptive paperwork close
–  Pull out the order form and start assumptive filling it out
–  Answer objections before they come up
–  Create a Buying Atmosphere (click here for more information on the Buying Atmosphere:  Buying Atmosphere)

–  Keep talking
–  Ask “So do you want this?” or “What do you think?”
–  Make up answers to questions for which you don’t know the answer
–  Talk fast
–  Not listen to what they say
–  Assume they cannot afford it
–  Talk about yourself
–  Sell something to someone that they really won’t use

If you’re asking excellent questions and listening well your prospect will cue you in on what they want and need. Then all you have to do is stop talking and let them buy!  Sell the way people like to buy.

Southwestern Company Presents: How to create a buying atmosphere

Posted in southwestern company with tags , , , on July 29, 2009 by Dustin Hillis

We’ve talked about how building trust is a crucial facet of selling. So, how do you make someone like and trust you? At the Southwestern Company they teach how you need to create a “buying atmosphere”–a non-pressured environment that allows your prospect to open up their mind and allow you to truly demonstrate the value of your product or service.

Creating a “buying atmosphere” can be established in a sales situation by using statements such as “Well, Erin what I’m going to do is show you how this works, and if you like what you see that’s great…but if it’s not a fit, that’s no big deal. I just want to make sure you understand how it works. Does that sound fair?”

Any time you feel like you are over pressuring the client be sure to use a buying atmosphere statement like the one above or even something as simple as “if you like it, great. If not, no problemo.” The sales experience shouldn’t mimic that of a used car lot. It should be the kind of atmosphere that encourages discussion, fosters relationships and builds trust. ALWAYS create a buying atmosphere that keeps both parties comfortable and engaged.

For more about creating a buying atmosphere go to Navigate.

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