Conversion secrets: Turning prospects into customers

Your prospect seems ready to purchase. How do you help them move to "yes" and decide to become your customer?

Usually a prospect will signal their buying interest with a change in their behavior and actions. Many times you’ll know a prospect is open to your solution when they become friendlier, by changing their expressions and leaning forward. Or they begin to carefully study your product and ask questions.

These clues are buying signals and without a doubt positive signs, but don’t necessarily mean that your prospect can be closed right now.

In fact, there is a risk of trying to close before a prospect is ready to sign on the dotted line. If you ask for the order and they give you a negative response, more than likely your prospect will feel obligated to defend it. When this happens, you have to take a step backwards in the selling process.

Instead, try testing where you are by asking questions, but not just any type of question — ask your prospect their opinion. The current view on how prospects feel about your product or service will tell you where you are in the selling cycle.

Asking a prospect their opinion is safe — there isn’t anything bad that can come out this, only good things. You’ll learn where you are in the selling cycle and the answers will allow you to adjust your approach if necessary. Of course, you just might find out that your prospect is ready to buy now!

Be prepared with questions ahead of time. Examples are:

• "What’s most important to you about our offering?"
• "How would that affect the way your company operates?"
• "Do you see how our services can meet your financial needs?"
• "If you had our software, would it help you keep better track of your clients?"

When you help your prospect by asking the right questions you create the moment where you can ask for the sale. Do this with a closing question that asks for a decision instead of an opinion such as, "Would you prefer our self-feeding model or the manual option?"

By asking the right questions, you’ll be reasonably sure that you can begin closing the deal without risking a setback. Just remember, selling is asking, not telling!

Ron Stein is the founder and President of FastPath Marketing (www.marketing-strategies-guide.com). He has more than 20 years experience in sales, marketing, and business development, working positions ranging from salesman to vice president of sales and marketing to CEO of startups with industry leaders such as Motorola, VideoServer, Paradyne, and SercoNet. Ron is a member of the advisory team at the Tampa Bay Innovation Center, a nationally recognized entrepreneurial and startup accelerator for the state of Florida. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com