Sales Closing Techniques For Your Non-Urgent Buyer
By Michelle Bendien
It’s every salesperson’s worst nightmare – the non-urgent buyer.
You know, the buyer who says they are in no rush to make any type of decision. They may not even buy at all, according to them.
Believe it or not, this is B.S. – buyer strategy! It’s important to understand that the buyer’s number one strategy is to appear non-urgent in front of a salesperson.
So how do you close the “non-urgent” buyer? Here are some sales closing techniques for your non-urgent buyers.
Recognize They are More Urgent Than They Might Appear
People always have something better to do than spend time with a salesperson. Am I right? If we asked people, “Hey, what’s the worst thing you could think to do right now?” They would probably say #1: deal with their cable company, #2: go in for major surgery, or #3: spend time with a salesperson.
That said, if they are standing before you, talking to you, it probably means they are more serious about making a purchase decision than they are letting on. Don’t shy away from closing questions – go all in!
Help Them Create Urgency
Creating urgency is not about being pushy or manipulative. The best urgency is showing buyers how their life or business will improve once they buy your product or service. Inversely, your buyer’s current dissatisfaction with their present circumstances will only be prolonged and possibly exacerbated if they don’t buy.
Paint the picture. Talk it through. Have the buyer describe what life looks like if they don’t make a change or a purchase decision. Show them the future dissatisfaction with indecision and allow them to lead themselves to the logical conclusion (a.k.a ‘the close’).
What Happens If They Wait To Buy?
Let the buyer know what might happen if they wait – will the opportunity to purchase disappear? Will the price go up? Will they have to wait longer?
When done in the customer’s best interest, having a clear “why buy now message” is helpful to them in their decision-making process. As long as you are being truthful, explaining the downsides to waiting is actually in your buyer’s best interest and your responsibility.
Don’t let buyer strategy derail you. Recognize that all buyers have urgency, even if it’s not directly apparent. They are standing in front of you; assume the urgency and go for the close!
