Once, the customer is through your sales pitch, he has seen your presentations, your catalogues, he knows about your products, he might express desire for it. An active customer will move ahead himself and mark a cheque in your company’s name. Yippiee. Sale done. (Remember – An active customer will also ask the most questions and expect the best service) A passive customer however will mull over it some more and you will probably get a reply that he will consider your proposition. So how do you induce a passive customer.
1) See to it that customer is convinced – If the customer is not convinced dont try to induce him. Instead let him mull over the product and go for a second sales call or even a third. Ask him to close the sale only once YOU are convinced he is going to buy. YOU need to sense when the time is right to go all out in convincing your prospect.
2) Whether to use direct / subtle Approach – In this technique, understanding the customer is very important. Some customers will be induced when you ask them directly – Sir should we go ahead with the product. Whereas some other customers will need to be induced and not asked directly – Give them a trial period for the product, give them a time frame in which they have to decide or give them any reasons due to which they have to make a sale within the specified time. This makes a passive customer act.
3) Use examples – Give him examples of within his industry or vicinity in which your company has sold the product. Use excellent customer service examples, product examples, sales examples. Ultimately get the prospect convinced he is not the only one using the product. Nothing induces action better than herd mentality. If your prospect knows there are others out there he is more likely to buy a product.
4) Give him some time but in the end go direct - Yes. If the customer is avoiding for too long, its better to not waste time on him and ask a direct question. In such a case a question like “So sir when can we provide our services to your company ” will get a straight answer of what the customer is thinking. Mostly he will at least give you a time frame in which to follow up. Remember this stage too can be turned around with proper cues and negotiations and the whole process can be restarted provided you ask the right questions.
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About Hitesh Bhasin
