False perception or fear of commitment
To close a sale you will have to help the prospect over the hump of indecision. False perception is your prospect’s inability to make a decision for fear it could be the wrong one. Try to fully understand customers’ fears and buying motives by asking them questions, and assure them their concerns are respected and understood. Ask questions like:
- Have I answered every question to your satisfaction?
- Is there anything else we can do for you at this time to help you with your decision?
- From what you told me about the hot tub you wanted, I believe we found the model with the features that would best suit your needs. Is there something about the hot tub you are unsure of, or something I did not explain?
Remember, in many cases, all the prospect lacks is the knowledge and confidence to move forward with their investment. Only you can reduce those fears and provide them with justifications for their purchase. Acknowledge each response, re-qualify the prospect and sell. Eliminate any potential buyer’s remorse before it occurs. If you still encounter resistance, try offering a limited-time, at-home trial (e.g. 30 days) to allow the customer to see the benefits of the purchase first-hand.
Marco Longley is president of Top 10 Sales and Consulting in Langley, B.C. He is a seasoned hot tub sales professional who has been involved in many aspects of the business—from retail to senior sales management with several major hot tub manufacturers. Longley provides swimming pool and hot tub sales/marketing training seminars and has authored a book titled The Ultimate Hot Tub and Pool $ales Book—a guide on how to increase sales. He can be reached at marco@top10salesandconsulting.com.