Do you know when to stop selling?

Often during role playing in our trainings or when we’re together with salespeople in the field, we come across the following problem: When should I stop selling?

There’s a point in the sale that separates a good seller from a “boring” one.

And learning this timing is critical to our success as a salesperson.

Overcoming this point, by continuing to sell, forcing the customer to buy, for example, creates in most cases remorse about the sale after we leave.

For us, a sale is a progression of value creation at the customer’s head that allows, if well conducted, closing the deal as a consequence and not a soulless insistence.

Not knowing this fact, many of us often have problems with our customers.

There are sales processes in which we think everything is fine, that everything went well, but then… strangely the customer never answers the phone again or we’re always told they’re not at the company.

Why does this usually happen?

There may be several reasons.

However, a very frequent one has to do with the so-called remorse of the sale.

Many customers are so friendly they don’t have the courage to tell you they won’t buy.

It’s not in their behavioural style (see previous articles) to conflict with other people.

They prefer to say yes to everything and maintain the relationship and then never meet you again.

But what should you do then?

Depending on the style of the customer, you must try and adapt your style of intervention in the final stage of the sale process.

With some customers, you should go straight to the point.

You should build value, present your proposal and validate the decision.

This is how these customers like to buy.

With others, you need to be more patient.

You should first work on the relationship, still building value and, above all, assuring the customer that you are there to ensure the success of the entire purchase process.

This gives them the security they need to close.

Another thing that usually happens is that many of us continue to sell when the sale is already made.

Imagine you have a customer going through a sales process with you.

And all is going well.

Then, close to the end, the customer gives you clear signs that they will buy.

Most of the time, the salesperson gets so enthusiastic that instead of going ahead, closing the deal and ensuring customer commitment, they continue to sell!…

With all their enthusiasm, they focus again on product or service benefits, even after the customer’s obvious buying signs.

Something of the sort:

“Mr. Customer, you have made a great decision, for this reason and this reason and also this reason…”

See what I mean?

What is the danger here?

Often, by replaying benefits and features, we can raise customer concerns in areas that they have not yet analysed.

We have already seen cases of sales processes that were practically closed and then went down the drain because the salesperson simply did not know when to stop selling.

The rule here is:

“If it’s already sold, don’t continue selling it!”

From the moment the customer gives you obvious signs of purchase, you should immediately begin to proceed to the closing to ensure the commitment.

This week, stop selling at the right time.

You will see that your chances of getting out there with the deal in your hand will surely increase.

---

Also published on Medium.