Prospects will expect — even hope — that you’ll arrive, take out a tape measure, and leave a bid on the table. To them, a window is a window is a window. Their agenda is getting a price so they can shop around and get a better price somewhere else. It doesn’t involve sitting down with a salesman to analyze their needs and see if they want to make a buying decision that same day.
One of the biggest mistakes beginners make is starting the presentation before their prospects have agreed to listen. Think of it this way: Prospects are playing a soundtrack in their heads, which says: “Give me a price and get out.” You have to delete that soundtrack and get them to play a new one, one that says: “Let’s talk and find out if we can do business.”
In my presentations, I start with our company story. A powerful story sets your company apart. I explain to the prospects who we are and that we can custom-manufacture windows to fit their home in a variety of colors, styles, and shapes; that we’re committed to quality in everything we do, from my visit, to the manufacturing, to the installation. Then I say: “Knowing that we’re committed to quality, are you, Bob and Mary, willing to sit down with me to take a serious look at our product and determine if we’re a good fit for you?”
Right away, I’ve established that this isn’t an estimate call. If they agree to talk further, I get buy-in right there. Do this with confidence and sincerity, and you’re in control. Being in control simply means that you’re getting the responses you want.
THREE STAGES If you’re just starting to make trial closing part of your presentation, the easiest way to remember to trial close is to do so after each step in the sales process. Whatever multi-step selling system you use, the steps probably fall within three broad categories: company credibility, product features and benefits, and return on investment. Have some trial-close questions prepared for use after each segment. For example, after you’ve established your company’s credibility, you might ask: “Bob and Mary, you mentioned that you once had a negative experience with a contractor and that you feel it’s important to hire a company you can trust. Are you confident that we’re a company you can trust to do this job right?”
Or, after you’ve presented on features and benefits, you might say: “Do you have any doubt whatsoever that this is the top-quality product on the market today?”
Notice that I don’t ask: “So, do you like the window?” Go for stronger stuff, the types of questions that invite objections. You’ll need a good slam-dunk to tie up each segment of your presentation.
To use trial closes with greatest success, employ them throughout the presentation. In fact, you should be trial closing all along, with questions like: “Have you seen other products that function this easily?” Or, “Would you say this window would look great in your home?”
Make sure your body language is relaxed but firm, and make good eye contact with both decision-makers. Lean forward and nod your head as you ask trial-closing questions.
The feedback you get will let you know whether or not your prospect is committing.