Do you know when you should stop selling?

Often, in the sales role plays that we do in the training or in the coaching we with salesmen in the field, we come across the following problem: When should I stop selling?

There is a point in the sale that separates a good salesman from a “boring” one.

And learning that timing is fundamental to the success of us as a salesperson.

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

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

Because we are unaware of this fact, many of us often have problems with our customers.

There are sales processes in which we think everything is fine, which even went well, but then…
…wonder, the customer never answers the phone or always tells us he’s not in.

Why does this usually happen?

There could be several reasons. However, a very frequent one in the coaching processes that we perform is the so-called remorse of the sale.

Many clients are so nice that they don’t have the courage to tell you that they won’t buy. It is not in their  behavioral style to conflict with other people. He prefers to say yes to everything, to keep the relationship and then never answer you again.

But what should I do in these cases?

Depending on the client’s style I have in front of me, I should try to adapt my intervention style in the final stage of the sales process. 

With some customers, I’ll get right to the point. I build value, present the proposal and validate the decision. With them, that’s how they like to buy.

With others, I have to be more patient. Working the relationship first, while I’m building value and, above all, assuring the customer that I’m always there to guarantee the success of the whole purchase process. This gives you the security you need to close.

Another issue with this point is that many of us continue to sell when it’s already sold.

Let’s imagine that a customer is in a sales process with us. And that he’s even on the right track. And near the end, the customer gives us clear signs that he’s going to buy.

Many times, the salesman gets so excited that, instead of going for the close and guaranteeing the customer’s commitment, he continues to sell.

With all his enthusiasm, he focuses again on the benefits of the product or service, even after the customer’s obvious signs of purchase.

Something like that:

“Mr. Customer, you’ve made a great decision, for this and this and this…”

See what I mean?

What’s the danger of this?

Often, by touching on benefits and characteristics again, we can raise questions for the client in areas he hadn’t yet analyzed.

We have seen cases of sales processes that were practically closed going down because the seller simply did not know where to stop selling.

The rule here is:

“If it’s already sold, don’t keep selling.”

From the moment the customer gives us clear signs of purchase, we should immediately start moving towards closure to guarantee the commitment.

This week you know, stop selling at the right time.

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

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Also published on Medium.